The New Lingerie World: A Gen Z Perspective
By ELLEN LEWIS
Next week, February 1–3, Curve NY will host a special intimates installation at the Javits Center, curated by myself alongside three Gen Z women whose perspective is shaping the future of lingerie. This curated edit reflects what they would choose to integrate into their wardrobes if budget were no barrier. They also were directed to purchase a vintage lingerie piece selected purely for its power to inspire. I also asked them to articulate what truly drives their lingerie purchasing decisions. What emerged was both clarifying and compelling.
For Gen Z, lingerie is not about performance. It is about identity. Self-defined, fluid, and values-led, this generation prioritizes authenticity, emotional intelligence, and self-expression over polish or perfection. Traditional notions of “sexy,” particularly those framed by the male gaze, are dismissed in favor of confidence, comfort, and respect for the natural body. Their shopping journey begins with one essential question: How does it make me feel?
Aesthetically, Gen Z gravitates toward soft sensuality and casual intimacy. Undone beauty, visible comfort, and gender-fluid styling define the look, often layered with ’90s and Y2K nostalgia reinterpreted through remix culture. Vintage and recycled pieces hold particular appeal, reinforcing their pursuit of individuality and authenticity. Lingerie is styled outwardly, layered, revealed, and worn as fashion, blurring boundaries and reinforcing a “wear it your way” philosophy.
Product expectations are precise: comfort first design, adaptive fit, stretch, size inclusivity, and multi-wear versatility. Mesh, rib, and cotton blends support movement, while low or no-wire constructions align with their desire for ease. Equally critical are integrity and transparency, ethical production, sustainability without greenwashing, inclusive language, and diverse representation. Brand discovery happens through creators, peers, and real bodies on social platforms, where community validation outweighs traditional advertising. Price-conscious but value-driven, Gen Z will invest and remain loyal when a brand feels honest, human, and designed for real bodies, not ideals.
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This is such a refreshing perspective! It’s inspiring to see how Gen Z is redefining intimacy as a tool for self-expression and authenticity. I truly believe that lingerie should be about how it makes the wearer feel—shifting the focus toward confidence and a daring look that feels personal. Thank you for highlighting this shift toward a more inclusive and emotional connection with what we wear
I’m a sustainable undies designer. And I have found the opposite to be true in the real world. They say they want eco-friendly, but they buy from china via Amazon because it’s easy.