Home » Top 5 Lingerie Trends Retailers Are Watching in 2025
The lingerie industry is no longer what it used to be. In 2025, it’s evolving rapidly—no longer just about undergarments, but a dynamic blend of comfort, self-expression, innovation, inclusivity, and versatile cross-category design. As consumer expectations shift, particularly in fashion-forward and wellness-conscious markets such as Australia, lingerie is stepping into the spotlight as both a personal and cultural statement.
For Australian retailers, this presents an exciting opportunity. But staying ahead of lingerie trends isn’t just a matter of stocking what’s ‘in’—it’s also about aligning with consumer values, lifestyles, and needs. Let’s explore the top five lingerie trends in 2025 that are reshaping the market and how retailers can tap into them for growth and relevance.
Comfort has become a non-negotiable in lingerie. In 2025, shoppers are more than ever choosing wireless bras, soft bralettes, and seamless bodysuits that offer flexibility without compromising on support. The shift began with pandemic-era loungewear but has now solidified into a permanent consumer preference. And while wired bras are also still an essential part of your assortment, flexi-wires are increasingly a desirable selling point.
Brands are innovating with second-skin fabrics made from fibres such as micro-modal, bamboo blends, and stretchy organic cotton. Design-wise, we’re seeing seamless bonding, tag-free interiors, and adaptive cups that contour to natural shapes. These aren’t just comfortable—they’re performance garments that transition effortlessly from work to lounge to travel.
For Australian retailers, this trend opens up opportunities across demographics—while they may have different reasons for seeking it, young professionals, new mums, and older women alike are all demanding a new level of comfort that’s superior to what they’ve had before. Consistently offering collections with visible comfort claims and tactile materials will not only drive sales but also build loyalty.
In 2025, inclusivity is far more than offering a few extra sizes. It involves size-diverse design engineering, accessibility-focused fastenings, and inclusive marketing that reflects real diversity in age, ethnicity, gender identity, and ability.
Features such as posture-enhancing bra backs, side-smoothing bands, magnetic or press stud clasps, and mastectomy-friendly cups are being embraced by consumers as they become increasingly aware that options go beyond just the ‘traditional’ bra. Inclusive shapewear and period underwear are also carving out new niches, particularly in wellness and self-care segments.
With a multicultural population and rising body neutrality movements, Australian consumers are looking for brands that go beyond the superficial. Retailers that stock brands genuinely committed to inclusivity—not just through products but also through brand storytelling—will enjoy long-term brand equity.
Sustainability in lingerie is maturing. Consumers are no longer satisfied with vague claims. They demand transparency, certifications, and low-impact production.
Brands leading the way are using materials such as ECONYL (regenerated nylon) for swim and GOTS-certified organic cotton or recycled synthetics for lingerie, as well as plant-based or other non-toxic dyes. Even trims and elastics are becoming biodegradable or made from recycled materials.
Tip: Sans Complexe now has a fully OEKO-TEX certified collection!
Lingerie buyers are looking at the full lifecycle: Is the packaging recyclable? Are the swing tags plastic-free? Does the brand support circular fashion? Some companies are even launching take-back programs or offering lingerie that’s 100% compostable.
Australia ranks among the top nations for environmental concern. For local retailers, this means sustainability can’t be a trend add-on—it must be integrated into the brand’s positioning. Curating brands with real environmental commitments and communicating them clearly (in-store and online) will attract discerning, values-driven shoppers.
Lingerie in 2025 is not confined to the bedroom or beneath clothing. It’s now being celebrated as outerwear—whether it’s lace bodysuits paired with blazers, corsets over shirts, or bralettes styled under sheer tops.
TikTok and Instagram have played a major role in pushing fashion-forward lingerie into the spotlight. Lingerie influencers are showcasing how to wear it beyond the traditional context, which is encouraging younger consumers to invest in visually appealing, versatile pieces.
Retailers should consider cross-merchandising lingerie with ready-to-wear pieces and rethink how they display it. Mannequins styled with denim and lingerie, or curated “desk-to-dinner” looks featuring bodysuits and trousers, can inspire shoppers and drive upselling.
Smart lingerie is no longer sci-fi. In 2025, we’re seeing smart fabrics that adapt to body changes throughout the day. Sure, they’re not the norm. But thanks to wider fabric innovations, you could for example offer your customers shapewear or sports bras that regulate body temperature.
One of the most exciting developments for retailers is the rise of AI sizing tools. With virtual fitting rooms and 3D body scanning, retailers can now offer personalised fit recommendations online, reducing returns and boosting shopper confidence.
Australian lingerie shoppers, especially Millennials and Gen Z, are more tech-savvy than ever. They appreciate innovation not just in the product but also in the shopping experience. Retailers who integrate tech-enabled fit assistants, smart mirrors, or chatbots for style help can gain a real edge in a competitive market.
As we look across the 2025 landscape, one thing is clear: lingerie is no longer just about coverage or allure. It’s about comfort, empowerment, sustainability, and tech-integrated lifestyle design. Retailers in Australia who embrace these trends and align their assortments with the evolving needs of consumers will not only outperform the competition—they’ll help shape the future of intimate apparel.
Lingerie is becoming a daily essential, a fashion statement, and a wellness tool all at once. Whether you operate a boutique, department store, or online shop, this is your moment to lead with vision and respond to what modern shoppers truly want.
Explore our complete B2B lingerie catalogue and discover the brands that are shaping the trends of 2025. From sustainable lace to smart shapewear, and from size-inclusive staples to high-fashion silhouettes, our portal is the go-to destination for Australian retailers ready to win the hearts of modern lingerie buyers.
Visit Our B2B Portal Now and start curating your next bestselling lingerie edit.
