Underwire bras are back as comfort goes bust

Underwire bras are getting a lift in popularity once again.

After women threw out their painful metal bras during the pandemic, opting for wireless bralettes to stay relaxed at home or just not wearing one at all, Women’s Wear Daily has declared that the “sexy” brassiere is “back.”

Cosabella, a popular brand known for its comfort soft-cup bralettes, said it’s seeing underwire sales “pretty much explode this year,” which prompted new underwire styles that are “more sexy” and reportedly already best sellers.

WWD attributed the bra bonanza to a return to normal life post-pandemic, as women are heading back into the office regularly and attending social events where a sports bra just won’t cut it. While they’re not opting for push-up bras, long declared unfashionable, they’re aiming for “embellished” options with the support underwire offers — the breast of both worlds.

“The consumer is rebalancing to have a little bit more pretty and a little bit more structure to give her that shaping to go out and re-emerge into social events,” said a rep for NPD Group, which analyzes market trends.

But according to the agency, bra sales are merely on a “more realistic demand cycle,” up 17% since 2019 — and across all generations, so there’s no blaming Gen Z for this one, though TikTok is a minefield of unsolicited advice for bra sizing.

However, the younger generation is going bust for Rihanna’s Savage X Fenty brand, according to NPD, since it’s “embellished and very emotionally inspired,” which is a form of “personal self-expression.”

“They want to look pretty and show it off to the world,” NPD’s executive director Todd Mick added.

The same market research company, though, told the Washington Post in March that demand for sports bras was still hot since 2019, when sales jumped more than 50% and topped underwire bras.

It could be a sign of the times, though.

Data and retail intelligence platform Edited told WWD that underwire bras — along with miniskirts and dresses, which spiked in popularity this year — being back in vogue may be due to politics, as women reclaim their sexiness as they did in the 1960s, amid the divisive Supreme Court abortion ruling.

“It has been quite a challenging couple of months. It’s a reflection of what’s happening from a socio-political standpoint,” market analyst Kayla Marci said, “as we’ve got what’s going on in the US in terms of Roe v. Wade, and with that comes women reclaiming their bodies and opting for sexier styles.”