Intimate Wear: Rise above the clich©

Mumbai: Comfortable Inside and Confident Outside…this equation has gained some serious momentum in the past few years. In the contemporary times, lingerie is not just an undergarment, but has garnered much attention as it highlights various aspects such as, personality, hygiene and most crucially an attitude to accept the change.

The perception on the lingerie has been positively changed in the global market. The growing demand of comfortable, stylish, and premium quality inner wear is fast increasing in the national market too.

Slowly but steadily Indians are doing away with social stigmas; coming out of the cocoon to creatively choose and style their intimate wear. In the last 3 years, India has experienced entry of many noted international brands in the market and on the e-commerce platform too.

Intimate Fashion: An Untouched Segment in India

Eminent fashionista’s of the Indian fashion industry have left a global footprint, leaving behind an indelible imprint on the mind of its onlookers. Designers have made a mark by displaying original trends. However, Indian society is gripped by the tenacious clutches of secrecy and shyness.

The Market Gap or a MIND Gap!

There are a lot of social stigmas associated with intimate wear. Advertisers are unable to reach out to people efficaciously in lieu of hurting sentiments. The proliferation of lingerie advertisements on print media and e-commerce platforms is indeed limited.

This has given rise to online retails stores, but looking for the perfect measure in terms of size proves to become a potential barrier. (Please note each brand has its very own definition of size.)

Female celebrities promoting lingerie is still frowned upon. There is an urgent need to break-through the stereotyped thinking. This is an underlining reason for the lack of demand in the market.

Online retailing doesn’t provide for adequate facilities to try the garments; making the buyers sceptical of their purchases. Most women are ignorant of what style of intimate apparel suit them and don’t know what kind of fit they need. Many are not comfortable getting measured at the shops.

Since most women as unaware of the available style and options, they are unable to team their lingerie correctly with the appropriate outfit. For instance, many women will still dawn on a normal bra instead of a sports bra while going for a walk or while undertaking any rigorous activity.

Intimate wear market in India is only three predominant colours of lingerie white, black and beige. Manufacturers have limited the fabrics use to cotton and Lycra. Thus, quality of product is often compromised.

Need of the Hour…

It is becoming increasingly essential for media partners to throw light on the growing importance of lingerie. Bold advertisements and fashion shows are doing a great deal to promote this intimate industry.

The India Intimate Fashion Week (IIFW) encourages and motivates the Indian society to open up and embrace your curves. Get yourself some self-loving garments and feel great in them. 

It’s time to gear up and reset your mind towards intimate essentials. They are not just domestic items for daily use. Lingerie is meant to boost your self-confidence and ignite a spark in your love life. Become aware about the upcoming fashion trends and styles of intimate apparels and enjoy.

Increasing demand, changing lifestyle and adoption of western culture are aiding to the growth of Indian lingerie market. New age customers, who are fast gaining necessary international exposure will soon overcome their stigmas and buy designer fashion intimates.

Soon buying lingerie will be just as easy as picking on any other wardrobe staple.  Let’s boo the taboo. Forever!

*Disclaimer: This article has been contributed by Mr Niraj Jawanjal, Founder and Curator of The Intimate Fashion Week (IIFW). The opinions expressed within this article are the personal opinions of the author. The facts and opinions appearing in the article do not reflect the views of Deccan Chronicle, and Deccan Chronicle does not assume any responsibility or liability for the same.