(Filed Under wholesale Lingerie News). In late September the Wall Street Journal ran an article posing a question in the headline, “Will Working From Home Kill the Bra Forever?”

The subhead read: “A historical perspective on the underpinning that is losing traction during the pandemic.”

The piece began with some irrelavent ancient history of the bra, and then, although the writer promised early on that “this column will focus not on a garment that’s being worn but one that’s been cast aside,” began to list several examples of the bras (and supports) her interview subjects are currently wearing or that the writer recommends. Suggestions included photos of an $87 bra from araks.com; a $178 bra from fenoel.com; a $198 bra from morgan-lane.com; and an $800 Simone Rocha Shirt (with built in bra support) from bergdorfgoodman.com.

So, despite the headline, no hard statistics on the decline of bra sales. The eventually conclusion: “if women permanently give up bras (doubtful), that could change fashion profoundly. More likely, women will choose to buy bras that are less constrictive.” The writer added, “what most women want, and now feel free to admit, is comfort. This explains the popularity of sports bras and bralettes—i.e. soft bras, like the cashmere one from Khaite that Katie Holmes wore last year.” — NM

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Published 09-23-2020 by Nick Monjo