Above: Stretch Lace Microfiber Bra from Coquette available on FoxyLingerie.com.
“Women are focusing on wellness and self-care in all parts of their lives, including the way we think about the bras we wear.” – Dora Lau, Dora L. International.
The market for wire-free bras is expanding at an impressive pace, as women are working from home and are instinctively drawn items that bring comfort. There’s even a new category that has been born called “Home Leisure” which speaks to our desire for comfort in all areas of our lives, including what we wear.
Wire-free bras are enjoying growth in the “Home Leisure” trend. Lyst, a unique source of global fashion search engine, has reported global searches for lingerie are up by 15 percent. At the end of March intimate apparel retailer Figleaves reported sales of non-wired bras and bralettes are up 40 percent for the week compared to the same week the year before.
Technology has put the pressure on underwire bras, as innovation has helped women of all sizes find wire-free styles that are comfortable, offer support, and are pretty. Companies like Dora L. International have been a major behind-the-scenes resource, helping brands create wireless bras that offer the same great support, comfort, and shaping features as underwire bras.
Why Wireless Bras Lead the Home Leisure Trend
Above: Maison Close Bande à Part Triangle Bra available on Darkest Fox.
Industry expert, President and Founder of DLI, Dora Lau, explains, “Each morning as we decide what to wear for the rest of the day, comfort is often what we crave. Women are focusing on wellness and self-care in all parts of their lives, including the way we think about the bras we wear. This has created greater demand for wireless bra styles.”
Wireless Bra Core Styles Explained
While there are many fashion bloggers writing about this new trend, few mention the three core wireless bra styles. Lau explains: Padded Wireless Bras are designed with a soft molded fabric over the pad that cradles and lifts in a comfortable way. Known for being lightweight, Unlined Wireless Bras do not have any padding in the cups and the fabric does all of the work. Seamless Wireless Bras are available in several ways: no pad, sewn on or inserted light contour pads that work with your natural shape. In general, this style does not have hook and eye to offer support, so it is most suitable for women who wear a C cup and smaller.
The Wireless Bra & Home Leisure Trend in Photos
Some of our editorial staff’s favorite wireless styles include:
Soma Cooling Wireless Bra
Soma COOLING Wireless Bra – This bra lets you have it all including wireless support and cool-to-the-core sensation. Exclusive fabric transfers heat, while strappy details and mesh trim offer a pretty look.
Maison Close Bande à Part Triangle Bra from Darkest Fox
Maison Close Bande à Part Triangle Bra. Available at Darkest Fox. Featuring triangular cups, this bra delivers a natural curve to the bust and an irresistible plunging neckline. A large band under the cups provides impeccable support and make the adjustment at the back possible.
Cacique Intimates Cotton Unlined No Wire Bra
Cacique Intimates Cotton Unlined No-Wire Bra. Super-soft knit bra with double-layer, no-wire cups for seamless natural shaping and support. Features straps & hooks, wide adjustable straps, and hook-and-eye closure.
Coquette Stretch Lace Microfiber Bra from Foxy Lingerie
Stretch Lace & Microfiber Bra from Coquette is available at Foxy Lingerie. It features stretch lace wireless cups, a microfiber bottom band, fully adjustable shoulder straps, and closes in the back with a classic hook & eye closure.
Keeping Wireless Bras Clean with Eucalan
Eucalan makes the process of cleaning your wire-free lingerie easy and safe.
Since wire-free bras are all about comfort, Lau offers a checklist that focuses on support as a way to ensure that a woman can wear her bra for more than just the eight hours needed for work. Women need to focus on comfort and know that a wireless bra shouldn’t be too tight in any one place. It should give a nice shape, particularly when wearing a t-shirt or other close-fitting garments. Good construction is especially important for women with curves. If someone is wearing a size D cup or higher, wire-free bras should come with a hook and eye closure to allow the back to be adjusted for better support. For curvy customers who prefer unlined bras, innovative bonding and hot-melt technologies can be applied to fabrics for better support.
What is the future of wireless bras? Lau believes that it will come from fabrics that offer sustainability and/or wellness benefits, like recycled materials that are soft and light. Women are also drawn to innovations that bring added comfort such as fabrics that are moisture wicking, breathable and quick drying. They will also be looking for add benefits that focus on self-care.
“Whether you are trying out wire-free bras or are sticking with your favorite underwire bra, know that shape and support will give you maximum confidence no matter your size,” recommends Lau.