Comfort is triumphing over style as women opt for a more modest approach to underwear.
Sales of push-up bras and thongs are falling, according to a report by one of the UK’s largest retailers. Big pants were one of the fastest-selling lines at John Lewis last year, with sales up by 25 per cent while brands that focus on cleavage-enhancing bras are down by almost 50 per cent.
Fashion experts said the trend reflected growing feminism but also a desire for underwear that complemented clothing trends.
Eloise Rigby, of The Pantry Underwear shop, said: “Women care more about their underwear now and young women in particular feel less pressure to wear something decorative to impress a man. They are much more focused on getting something…