5 Major Fashion Brands Diving into Bodywear: A Trend in Evolution


25 April 2024

5 Major Fashion Brands Diving into Bodywear: A Trend in Evolution

In today’s fashion landscape, the bodywear sector symbolises a fusion of comfort, style, and functionality, catering to evolving consumer preferences. As major fashion brands strategically expand into this domain, the industry undergoes a significant transformation, emphasising inclusivity, sustainability, and innovation. From lingerie to swimwear and activewear, brands are redefining confidence and comfort, empowering individuals to embrace their bodies with pride, reflecting a broader shift towards a more holistic approach to fashion and self-expression.

The bodywear sector is experiencing a significant surge in growth, buoyed by increasing consumer demand for garments that seamlessly blend comfort, functionality, and style. 

This evolution in consumer preferences has created a ripe opportunity for major fashion players to extend their reach into the lucrative realm of bodywear. From intimate lingerie to sleek swimwear and performance-driven activewear, brands are on a mission to redefine the essence of confidence and comfort, empowering individuals to embrace their bodies with pride. One major appeal factor of contour apparel is its multifunctionality. Products designed for a workout can also be worn whilst grabbing a coffee with a friend, and swimwear is no longer regulated to the pool but modelled by millions at festivals, bars and clubs. Bodywear offers consumers a choice in how, when and where they want to wear a style, a touch of personalisation that not all other types of products can deliver.  

Need help curating your own line of bodywear? Let us help you get started with our product design services with our very own contour design specialist! 

Join Bodywear Lab as we spotlight five prominent fashion powerhouses making waves in the bodywear industry, and dissect the compelling reasons why this sector has become a focal point for their strategic expansion efforts.


French fashion icon Lacoste is embarking on a strategic expansion into the realm of women’s underwear, marking a significant milestone in the brand’s 60 year history. In response to shifting consumer preferences and growing demand for premium intimate apparel, Lacoste recognizes the opportunity to cater to a diverse audience while staying true to its core values of elegance and sporty sophistication.

The launch of the 50-piece women’s underwear collection is a testament to Lacoste’s dedication to craftsmanship and attention to detail. Divided into four distinct collections, each piece reflects the brand’s timeless identity and embodies its rich history. From the Heritage collection, which pays homage to Lacoste’s tennis-inspired roots, to the Branding collection featuring subtle logo designs targeted at a younger demographic, the range offers something for every taste and preference. The inclusion of loungewear pieces underscores Lacoste’s commitment to providing a comprehensive wardrobe solution for modern consumers. By seamlessly blending comfort and style, the brand ensures that individuals can feel both relaxed and fashionable, whether they’re lounging at home or on the go. By diversifying its product offering and embracing inclusivity, Lacoste reaffirms its position as a global leader in fashion and sets the stage for continued growth and success in the years to come.


Temperley London’s decision to expand its lifestyle offerings to include lingerie and sleepwear marks a strategic move that reflects the brand’s commitment to holistic customer satisfaction and its keen understanding of evolving market trends. Founder Alice Temperley’s vintage aesthetic serves as the guiding inspiration behind this expansion, infusing the collection with a sense of timeless elegance and femininity.

The new lingerie and sleepwear collection from Temperley London embodies the epitome of luxury, featuring an exquisite array of slips, shapewear, bras, and coordinating briefs crafted from silk, and delicate lace, and adorned with hand-painted prints. This attention to detail and emphasis on craftsmanship not only reinforces the brand’s reputation for quality but also ensures an unparalleled level of comfort and sophistication for its discerning clientele. With consumers placing greater emphasis on self-care and comfort, Temperley London’s foray into lingerie and sleepwear meets a pressing need in the market, offering individuals the opportunity to indulge in luxurious pieces that seamlessly transition from day to night.

Also, the expansion into lingerie and sleepwear aligns perfectly with the brand’s overarching vision to cater to various facets of its consumers’ lives. By offering a comprehensive range of apparel, from ready-to-wear to evening wear and bridal, Temperley London ensures that individuals can effortlessly curate a wardrobe that reflects their unique style and sensibilities while maintaining the brand’s signature aesthetic of refined sophistication and understated glamour.


Reformation, the LA-based brand renowned for its steadfast commitment to sustainability, is embarking on a new venture into bodywear, offering swimwear crafted from ethically sourced materials and boasting transparent production processes. This strategic move comes at a pivotal moment, reflecting the brand’s recognition of a growing demand among consumers for chic yet environmentally conscious options in swim attire.

Ref Swim, the moniker for Reformation’s latest swim line, epitomises the brand’s ethos of sustainability and style. Featuring a curated selection of vintage-inspired swimwear, including one-piece suits, athletic-style tankinis, high-waist bottoms, and micro bikinis, Ref Swim caters to a diverse range of preferences and body types. The collection’s trendy colour palette, comprising classic black, vibrant cherry red, serene sky blue, earthy olive green, and a whimsical polka dot print, ensures there’s something for everyone. Central to Reformation’s sustainable ethos is its commitment to utilising eco-friendly materials in its production processes. To this end, all Ref Swim pieces are meticulously crafted from either ECONYL leftovers or the innovative EVO fabric by Fulgar, sourced from renewable materials such as the castor plant. This conscious approach not only minimises environmental impact but also reinforces Reformation’s dedication to reducing waste and steering clear of synthetic materials.

Interested in making an eco-friendly brand? Head to our sustainability page, where we detail how we’re putting in the work to reduce our carbon footprint. 

While Reformation previously dipped its toes into the swimwear market with a small range in 2019, alongside its debut shoe collection, the brand’s commitment to sustainability compelled a reevaluation of its approach. The original collection, though stylish, fell short of Reformation’s stringent sustainability standards due to its use of regenerated nylon fabric. However, with the latest iteration of Ref Swim, Reformation takes a significant eco-friendly leap forward, albeit with a slightly higher price point typical of the brand’s sustainable products. This strategic decision to launch a permanent swim line underscores Reformation’s unwavering dedication to sustainability and its ongoing mission to redefine fashion with a conscience.


Staud, known for its bold and contemporary designs, is poised to make waves in the bodywear landscape with the launch of its inaugural swimwear line, aptly named “Staud Sea.” This exciting new venture comprises a meticulously curated collection of 40 pieces, each bearing the hallmark characteristics of the brand: vibrant colours, intricate crochet detailing, and exquisite beadwork. Designed to marry style with functionality, Staud Sea offers beachgoers a chic and versatile option that effortlessly transitions from sun-soaked shores to stylish seaside lounging.

The decision to venture into the swimwear category comes at a strategic juncture for Staud, hot on the heels of the brand’s successful foray into bridal wear. By expanding its offerings to include swimwear, Staud reaffirms its commitment to catering to the diverse needs of its clientele, providing them with a comprehensive range of wardrobe essentials for every occasion. By leveraging its expertise in bold colours, intricate craftsmanship, and attention to detail, Staud is poised to carve out a distinctive niche for itself in the competitive swimwear landscape. With Staud Sea, the brand not only expands its product offering but also reinforces its position as a trailblazer in the realm of contemporary fashion, setting the stage for continued innovation and success in the years to come.


Universal Standard’s decision to venture into the swimwear category represents a strategic move grounded in meticulous research and an unwavering commitment to inclusivity. Recognizing the glaring lack of size-inclusive options in the swimwear market, Universal Standard has undertaken extensive efforts to address this gap, starting with the meticulous design process. Central to Universal Standard’s approach is its dedication to ensuring that every piece of swimwear is initially designed on a size 18 model, guaranteeing a proper fit across the entire size range. This meticulous attention to technical design and fit underscores the brand’s overarching mission to provide an inclusive shopping experience where individuals of all body types feel represented and empowered.

The timing of Universal Standard’s entry into the swimwear category is significant, reflecting a broader shift within the fashion industry towards greater inclusivity and diversity. By launching a size-inclusive swimwear line, Universal Standard not only meets the pressing demand for stylish options for all body types but also contributes to driving positive change within the industry. Moreover, Universal Standard’s recent acquisition of the plus-size brand Henning and its strategic partnerships with major retailers further solidify its position as a trailblazer in the realm of bodywear. Through these initiatives, Universal Standard is not only expanding the definition of bodywear but also challenging outdated norms and reshaping the future of fashion to be more inclusive, diverse, and representative of the diverse spectrum of body shapes and sizes.

The expansion of major fashion brands into the bodywear sector signals a shift towards inclusivity, sustainability, and versatility in the fashion industry. With lingerie, swimwear, and activewear becoming increasingly intertwined, consumers now have more options than ever to express their personal style and embrace their bodies. As these brands continue to push boundaries and innovate, the future of bodywear looks brighter than ever before.


5 Major Fashion Brands Diving into Bodywear: A Trend in Evolution

Sign up to our Newsletter

Stay informed with the latest news, updates and trends within the world of contour fashion as well as valuable tips & tricks to crafting a cohesive global brand that captures consumer attention plus lots more lovely bits! Sign up to our newsletter today, we promise we won’t spam you!
Newsletter Signup

What is Brands of Tomorrow?

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.

What is Brands of Tomorrow

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.