5 Lingerie Trends Defining 2026: Bra Fitter Insights from Wonderland and Curve Fashion Weeks

Lingerie has evolved into big business. The global market was worth approximately 95 billion dollars in 2025, and industry forecasts predict growth at about 5-9% annually through 2034. That growth isn't just driven by demand, but by fundamentally changing expectations around how lingerie looks, feels, and functions in everyday wardrobes.

The transformation is visible on trade show floors too. At Wonderland London and Curve New York this year, our professional bra fitting and styling team spotted a clear shift: lingerie has moved well beyond pure function and firmly established itself as a styling layer, designed to navigate between comfort and self-expression throughout the day.

Here are the five trends that stood out, and what they mean for how we'll be dressing in 2026.

Underwear as Outerwear Remains a Defining Direction

Image Credits: James Cochrane via British Vogue, Splash, Dolce & Gabbana SS26 via Vogue Runway

With Miu Miu's now-iconic satin bra moment and Dolce & Gabbana's SS26 celebration of pyjamas and lingerie, underwear as outerwear isn't just a fleeting runway fantasy anymore. It's a styling staple that continues to evolve.

At both Wonderland London and Curve New York, we saw lingerie designed not just to be seen, but to be styled. From statement bras worn as standalone pieces to delicate lace and sheer layers seamlessly integrated into everyday dressing, intimatewear has fully stepped into the spotlight. This trend has historical roots, from Madonna's Jean-Paul Gaultier cone bra to Princess Diana's slip dress at the Met Gala, but 2026's interpretation feels more wearable and less provocative. Brands like Mysthelle showcased pieces at Wonderland 2026 that blur the boundaries beautifully.

Bold Femininity, Delicate Detail

Image Credits: Gossard, Victoria Secret

People say 2026 is the new 2016, and this rings especially true for lingerie. According to Zoe Price-Smith, Chief Design & Product Officer at Boux Avenue, "Plain is out," as we see "a return to whimsy and decadence, with decorative details galore in the most delicious colour palettes."

Across both London and New York showcases, collections featured intricate embroidery and ornate lace elevated by rich reds, classic blacks, berry purples, and soft pastels. It's a departure from the minimalist movement that's dominated the past few years, and a welcome one. Brands like Gossard, Simone Pérèle, Huit Lingerie, and Coco de Mer at Wonderland 2026 demonstrated how craftsmanship and decoration can coexist with modern sensibilities.

This isn't about returning to restrictive or uncomfortable pieces. Rather, it's about celebrating the artistry of lingerie whilst maintaining the comfort standards that have become non-negotiable. Somewhere Never's collection at Curve 2026 exemplified this balance perfectly, combining romantic aesthetics with wearable construction.

Soft Structures: Support Without Restriction

Image Credits: Club Nala, Dora Larsen, Hanro

Comfort has evolved from a nice-to-have to a fundamental requirement in lingerie. But in 2026, comfort comes with craft.

As Georgia Larsen, Founder of Dora Larsen, puts it: "Support doesn't need to feel restrictive. Underwires and shaping return, but reimagined with lighter constructions, flexible materials, and thoughtful engineering. It's about pieces that give confidence without reminding you you're wearing them."

The collections at both trade shows reflected this philosophy. Brands like Antigel Lingerie and Wolford from Wonderland 2026, and Neyi lingerie from Curve 2026, showcased how technical innovation is allowing designers to create pieces that offer genuine support through clever construction rather than rigid hardware.

This trend also speaks to a broader shift in how we think about body support. The bralette market has been growing steadily, and whilst soft-cup styles remain popular, there's now room for pieces that offer more structure without the discomfort traditionally associated with underwiring. It's engineering at its finest, hidden beneath beautiful exteriors.

Aesthetic and Colourful Loungewear

Image Credits: Kayla Oaddams via Getty Images, Dominique Charriau via Getty Images

Lingerie brands are expanding beyond the underwear drawer. Coordinated loungewear and sleep sets now form a core part of collections, reflecting how our lives and work patterns have evolved.

With self-care and wellness continuing to influence fashion, intimate apparel is moving further into lifestyle dressing. This also ties seamlessly into the underwear-as-outerwear movement. The high-fashion interpretation of this trend leans heavily into sleepwear-inspired styling, creating pieces that feel equally at home on the sofa or styled for the street.

Brands like Dorina, Chantelle, and Eberjey from Wonderland, alongside Mey from Curve, showed that loungewear doesn't mean sacrificing style. Rich colours, thoughtful details, and quality fabrications mean these pieces serve multiple purposes in modern wardrobes. It's not just about looking good during a video call anymore; it's about creating a wardrobe that supports different moods and activities throughout the day.

Hyper-Personalisation in Online Retail

Online lingerie sales now account for over 42% of the market, with the segment expected to reach 252 billion dollars by 2033, growing at 13.9% annually. Hence, it is not surprise that today's customers expect deeply personalised online shopping experiences. In lingerie, where size and comfort determine whether a purchase becomes a favourite or a return, this expectation becomes even more critical.

Fit-focused brands like Boobydoo and Nudea are leading the way, introducing more touchpoints to support size and fit queries across the online journey. But the real transformation is happening through AI-powered solutions that can deliver boutique-level fitting expertise virtually, anytime, anywhere.

This is where platforms like Brarista come in. By combining professional bra fitting knowledge with conversational AI, retailers can now offer the kind of personalised guidance that was previously only available in high-end boutiques. It's not just about recommending a size; it's about understanding body shape, style preferences, occasion needs, and even navigating between different brands' sizing systems.

The future of lingerie retail isn't just about having a wide product range online; it's about guiding customers to the right products for their unique needs.

What These Trends Mean

These five trends aren't isolated movements. They're interconnected parts of a broader transformation in how we think about, shop for, and wear lingerie. From the runway to the retail floor, intimate apparel is being taken more seriously as both a functional necessity and a form of self-expression.

For brands, this means rising to meet higher expectations. Customers want pieces that look beautiful, feel comfortable, fit properly, are made sustainably, and can transition between different aspects of their lives. It's a tall order, but the brands that get it right are seeing the rewards.

For shoppers, it's an exciting time. The combination of better products, more inclusive sizing, and smarter fitting technology means finding lingerie that actually works for you is becoming easier, not harder. Whether you're drawn to romantic embroidery, soft wireless support, or coordinated loungewear sets, there's never been more choice designed with real bodies and real lives in mind.

About Brarista

Brarista is the world's first AI-powered bra fitting chatbot platform designed specifically for lingerie retail. By merging advanced AI technology with professional bra fitting expertise, Brarista tackles the long-standing challenge of incorrect sizing that affects the vast majority of lingerie shoppers online.

Unlike generic chatbots or simple measuring tools, Brarista offers deep lingerie specialisation through professionally designed fitting quizzes, deep learning algorithms, and conversational AI that understands the nuances of bra fitting. From sister sizing to brand-to-brand conversions, from occasion-based recommendations to understanding body changes throughout life stages, Brarista delivers boutique-level service at scale.

The platform is already helping brands reduce returns by up to 21%, increase conversion rates by 5x, and boost average order values by 34%. More importantly, it's helping shoppers find bras that actually fit, building confidence and trust in online lingerie shopping.

Book a demo to discover how Brarista can transform your lingerie retail experience.

Sources: Fortune Business Insights, IMARC Services Private Limited, Who What Wear (Chloe Gallacher)