The Age of Trade-Offs

In the latest issue of The Best of Intima, we take a closer look at the findings of The State of Fashion 2026, the annual report by The Business of Fashion and McKinsey & Company, not simply to examine what is changing across fashion, but to explore what those shifts mean specifically for lingerie, bodywear and swimwear.

Against a backdrop of slower growth, fragile consumer confidence and increasingly considered spending, several major developments could prove particularly significant for our industry.

Quality moves back to the forefront
Consumers are becoming more selective about where they spend their money and more demanding about what they receive in return. Quality, durability and product performance are gaining importance, a particularly meaningful shift for categories in which comfort, fit, support and longevity have always been central to the product’s value.For intimate apparel, proving that a product deserves its price is nothing new. A bra cannot rely on a marketing promise alone: ultimately, its fit and performance have to deliver.

Craftsmanship becomes a competitive advantage
Expertise and craftsmanship are also regaining prominence in the broader fashion conversation. Patternmaking, grading, fabric selection, fitting and construction may not always be visible to the consumer, but they are fundamental to the experience of a lingerie product.For specialist brands, the challenge may therefore be less about developing this expertise than about making it visible and turning technical know-how into a clear point of differentiation.

Wellness puts the body at the center
As wellness increasingly influences consumer choices, comfort, movement, functionality and the way a product feels on the body are becoming important considerations across fashion.For lingerie, bodywear and swimwear, these priorities are hardly new. The body has always been the starting point. The growing success of hybrid products, technical bras, versatile leggings and pieces that move easily between different moments of the day reflects this wider convergence between comfort, performance and lifestyle.

The store takes on a different role
More choice and better digital tools do not necessarily make purchasing decisions easier. Selection, expertise, reassurance and trust are becoming increasingly valuable.This is particularly relevant in intimate apparel and swimwear, where choosing the right product involves much more than comparing specifications. Fit, body shape, individual needs and personal preferences continue to give experienced specialty retailers a role that technology cannot entirely replicate.At the same time, AI is beginning to reshape product discovery itself. For brands, accurate fit information, technical descriptions and reliable product data could become increasingly important as digital assistants play a greater role in comparing and recommending products.

From attention to attachment
The report also points to another shift: capturing attention is no longer enough. As consumers become more thoughtful about their purchases, trust and long-term relationships are gaining importance.Once again, this is familiar territory for specialty intimate apparel. The relationship between a customer and a trusted retailer, the confidence built around fit and product recommendations, and loyalty developed over time are forms of value that the wider fashion industry is now rediscovering.From accessible premium and craftsmanship to wellness, AI, resale and the evolving role of physical retail, our feature examines seven major shifts shaping fashion today and what they could mean for the future of lingerie, bodywear and swimwear.
And it raises a compelling question: what if some of the trends fashion is now embracing as new priorities have been part of the intimate apparel industry’s DNA all along?

Discover the full feature in the latest issue of The Best of Intima, available in print and digital editions.