Why Comfort-First Fashion Has Become A Trend In Women’s Fashion

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Why Comfort-First Fashion Has Become A Trend In Women’s Fashion

Consumers are no longer willing to choose between comfort and style. As expectations evolve, apparel brands are rethinking how to prioritize fit, functionality and fashion

Written by Ethan Stone
Aug. 17, 2026
Photo provided by Underoutfit

Most women have experienced needing to choose between an attractive bra or a comfortable one. This frustration appears to be widespread, and the data suggests just how common it may be

For instance, according to one survey, nearly half of all women polled said they merely “put up” with their bras, meaning they end up taking them off soon after they get home. Additionally, a poll revealed that around 7% of adults don’t even bother to wear undergarments, and 40% say they’re open to dropping the convention of wearing underwear altogether

What do these numbers actually reveal? Many women want undergarments that combine style and comfort, and they are increasingly rejecting restrictive designs. Female consumers are less willing to wear uncomfortable undergarments to look good. Instead, they’re demanding that brands and designers offer garments that are pretty and fit appropriately

The team at Underoutfit says they aren’t surprised by this movement. The company is among those that prioritize offering style and support in women’s intimate wear. Their governing motto is, “If you’re aware of your bra, you’re wearing the wrong one.”

Underoutfit was founded by a team of apparel designers who spent decades working behind the scenes for major brands, learning expertise they’ve since applied to focus heavily on fabric quality and structural fit at Underoutfit

As a company focused on comfort-first bras, underwear and activewear, Underoutfit has a firsthand understanding of women’s evolving preferences. Its team members have identified several ways customers are becoming savvier in their purchasing decisions, and how brands can give them what they want

Consumers Are Becoming More Familiar With Fabrics

Today’s undergarment buyer is becoming more familiar with the advantages and drawbacks of different fabrics. As a result, they know which fabrics and blends they prefer

As a result, the Underoutfit team includes an informative description of each item on the website that tells consumers the main fabric and its common benefits. That way, shoppers can better understand how the item is likely to breathe, hug and shape

As consumers continue to familiarize themselves with fabric options, they’ll likely want more and more garment details before making a purchase. This makes it important for brands to provide accurate fabric information online or risk receiving poor feedback and high returns

Consumers Want A Personalized Fit

Today, many women are asking for a high degree of personalization from their brands. Accordingly, they expect their bras, panties and shapewear to conform to their unique figures. This may seem intuitive, but it hasn’t been the norm in women’s fashion. For decades, women were expected to settle for standard-sized, off-the-rack undergarments, whether they fit well or not

Underoutfit’s response to this consumer desire is to provide a wider range of underwear types, colors, fabrics and styles. This way, women have more chances to find a garment that will fit well. Additionally, the company’s website pairs each product with images of women who represent a variety of shapes and sizes. Again, this helps shoppers get a better view of what a garment might look like on their bodies.

Some of the brand’s popular styles include the Comfort Shaping Bra, a wire-free style with zero hardware that’s become the customer favorite, and the Perfect Neckline Bra, marketed for its flattering silhouette and all-day comfort

Customers Want Time To Test Their Undergarments

It can be difficult to find long return policies, especially in the undergarment fashion market. However, women often hesitate to purchase intimates online without the guarantee that they can send them back if they’re uncomfortable or the wrong size

To meet this need, Underoutfit offers a 180-day return policy. The policy isn’t limited to unworn merchandise, either. Consumers are encouraged to wear and launder their apparel during that window. If they decide they just aren’t getting the value and impact they want, they can return their garments, new or used

These types of return policies appear to be fairly uncommon for underwear and shapewear companies. Nonetheless, they suggest the direction that women’s brands may take in the future to remain competitive

Women Have Learned That Functionality Can Coexist With Fashion

Many consumers now expect their clothes to have a good fit and functionality along with fashion and fun. They are increasingly holding out for items that check all of those boxes, not just one or two

As consumers increase their demand for both function and fashion, it makes sense that companies would do the same for the underwear and shapewear market. Underoutfit describes their garments’ look as well as feel. For example, they describe their satin bra as “luxurious satin elegance” as well as “the bra you’ll forget you are wearing.”

The idea that women should sacrifice comfort for style appears to be fading. As shoppers become more informed about fabrics and fit as well as fashion, they’re raising the bar for the brands they support. Companies that can deliver thoughtful design alongside everyday comfort may be better positioned to earn long-term customer loyalty

BDG Media newsroom and editorial staff were not involved in the creation of this content