Gen Z's new obsession with wire-free bras

Lingerie, once a symbol of constraint and conformity, is undergoing a quiet yet significant revolution. Forget Victorian corsets, ultra-sexy 90s push-ups, or even the underwired bras that dominated the previous decades. Generation Z, with its thirst for freedom and desire to redefine norms, has found a new passion: wireless bras. Indeed, while underwired bras reigned supreme for decades, they always had their detractors. Red marks, pain under the breasts, metal wires poking through the fabric like sneaky traps: these experiences are familiar to many women. But who has time for that? Nowadays, women want comfort, practicality, and beauty. The COVID-19 pandemic accelerated this rejection. With lockdowns and remote work, the need for comfortable clothing became paramount. While last year, the #Nobrachallenge reigned supreme on social media, today it hands over the baton to wireless bras.

On TikTok, creators are amassing millions of views by recommending, trying, and extolling these bras. Videos of young women, smiling and clearly at ease, showcase their new lingerie: colorful bralettes, organic cotton bras, seamless bras. Stephanie Jade Lewis, a Melbourne resident, is a perfect example. She has "officially thrown away" her underwired bras and now calls herself a "wireless girl". For her, the appeal lies in the absence of anything that might dig in or pinch. "I don't even know I'm wearing anything," she says. "Before, I used to look forward to getting home to take off my bra. Now, I don't even think about it." Orly Jacobson shares a similar sentiment. After breast reduction surgery, she was fed up with painful and restrictive bras. Discovering wireless bras, which are more playful and comfortable, was a revelation. Like many of her peers, she noticed that wireless options were no longer relegated to the realm of "grandmother's bras", but had become chic and versatile. The COVID-19 pandemic undoubtedly played a crucial role in this transition. Confined at home, women reconsidered their relationship with fashion and comfort. Remote work and video calls changed the game, making rigid and uncomfortable clothing obsolete. Wireless bras, with their promise of softness and freedom, appeared as an obvious alternative.

Chloe De Winter, founder of the lingerie brand Nala, confirms this trend. "Since COVID, we've seen a real shift towards comfort," she says. "Gen Z is showing with their wallets that they are very eager to move away from underwired bras." Demand for wireless bras has skyrocketed, and brands, big and small, have rushed to meet this new demand. Why this frenzy for wireless bras? The answer is one word: comfort. These bras eliminate the constraint of metal wires and allow for unparalleled freedom of movement. But it's not just about comfort. Wireless bras also offer a more natural design, following the body's curves without constricting them. They are often made with soft, breathable materials like organic cotton or microfiber, adding an eco-friendly dimension to their appeal. Moreover, brands have understood that comfort doesn’t have to mean boring. These bras come in a variety of styles and colors, from simple and sleek to bolder and sexier pieces. This trend shows no signs of slowing down. On the contrary, it may well extend beyond Gen Z to other generations. Millennials, who are also sensitive to issues of comfort and well-being, are following suit. Even luxury brands are starting to offer wireless options, proving that this comfort revolution is impacting the entire lingerie market. It remains to be seen how this trend will influence future lingerie collections. One thing is certain: Gen Z has clearly indicated that they will not be going back.