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From Lingerie to Lookbook: Gen-Z Blurs Fashion Boundaries with Underwearing

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From Lingerie to Lookbook: Gen-Z Blurs Fashion Boundaries with Underwearing
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From Lingerie to Lookbook: Gen-Z Blurs Fashion Boundaries with Underwearing

This article highlights a major fashion shift led by Gen Z where underwear becomes outerwear.

This offers valuable insights for global fashion and character IP companies looking to target younger

demographics with trend-forward, comfort-driven designs.

♦ Underwearing: From Intimates to Everyday Fashion

• Gen-Z consumers are making “Underwearing” mainstream by treating lingerie-like items such as

camisoles, baby tees, and lace-trimmed sets as regular outfits

• K-pop stars like BLACKPINK's Rosé and IVE's Wonyoung Jang helped drive this trend, mixing high-teen

aesthetics with visible comfort wear

♦ Retailers Cash In with Targeted Collections

• E.LAND's lingerie brand ‘Evelyn’ saw 10x year-over-year growth in homewear sales from January to

July 2025

• Their ‘Natural Highteen Collection’ unifies cardigans, skirts, and innerwear with frilly, floral, and lace

details that focus on softness over sensuality

♦Luxury Brands Embrace the Movement

• Global icons like Kendall Jenner and Bella Hadid styled boxer shorts and oversized shirts, boosting

mainstream adoption

• High-end brands like Miu Miu and Loewe featured boxer-style shorts on runways, turning traditionally

male underwear into fashion statements

♦ Inclusive Individuality Through Design

• Youth-favorite ‘Brandy Melville’ offers ultra-small tees in single sizes made with stretchy materials to fit

multiple body types

• This approach reflects Gen-Z's desire for accessible trends that balance individuality with inclusivity

Source

MaeilBusiness Newspaper. (2025. 8. 5)

Source

MaeilBusiness Newspaper