The waves of genderless fashion are sweeping the men's under garments section with its adaptability stretching towards the female world. According to Marks & Spencer, the British underwear empire, more women are buying men's underwear and may out-buy the gents soon.
The British retailer is ready to vouch for the fact that half of their men's underwear is being bought by women, even if they are not able to ascertain how many of these women are using it themselves. But the retail chain is ready to attest that "men's underwear has become a common consideration for women no matter whether they are wearing it for themselves or not."
This trend points to the fact that, underwear, which was the last frontier in gender-specific clothing, is also on the way out, reports The Guardian. But the trend is raising the curiosity levels on the sector and a market revolution is also in sight.
Many major players are responding to the trend in their own style. M&S, in its latest collection of Rosie Huntington-Whiteley's lingerie line, showcased a 28-piece David Gandy Autograph line, designed by Gandy, the famous British male model. The alluring changes in the boxers have been hailed as great--luxe, louche and sophisticated and oozing a sense of belonging to both women and men. Team Gandy also confirmed the care with which David designed the collection "with women in mind". No wonder the Rosie collection flaunts feminine, lace-panelled shorts; perhaps making the statement that masculine underwear is no longer the preserve of men.
Secret of Appeal
Woman writer Eleanor Morgan, who has been wearing men's underwear for many years, will attest for "the so comfy" factor and hails David Gandy boxers as game-changers. Morgan admits wearing them "in bed, around the house and anywhere really."
Another user, who does not want to be identified, says Gandy's range is making her feeling special. "It's a welcome move and is like going away from the thongs of youth and a bold step towards equality. I must say, if anything is worth sleeping in, it's a pair of men's underwear." The trend in unisex underwear saw a heavy reinforcement in the spring, when Calvin Klein reissued its original pants from the early 90s, as part of a media campaign to encourage people to tweet #mycalvins and presented a style people are comfortable with.
The unisex trend is also bulldozing into the high fashion domain. Reputed unisex-friendly Swedish brand "Acne" launched a line of "gender-neutral" underwear, for which the label's creative director Jonny Johansson hired ace camera man Ryan McGinley to shoot the campaign. Pushing the campaign further, singer Beatrice Ali posed in Y-fronts in the cover of a Swedish magazine.
Meanwhile, Halle Berry, the Oscar-winning actress of 2001 for "Monster's Ball" and a self proclaimed patron of the lingerie segment, has some nice words for it. Berry is credited with reviving the label "Scandale", the French brand of 1932. Playing a hands-on role in designing her choicest undergarments of boxers or briefs, Berry points to the comfort factor as the most important determinant behind the new trend, reports News Star. "For women what they put under the clothes is the first step in feeling good about themselves," Berry asserted.