Underwire and Push-Up Bra Sales Signal a ‘Return to Sexy’

Customers are scooping up underwire and push-up bras, after years of bralettes reigning supreme

The pandemic dealt a blow to the underwire bra, as women working from home traded structured and restrictive undergarments for lacy bralettes, stretchy sports bras or nothing at all.

But today’s market tells a different story: Underwire styles, including bras with push-up padding, are selling better than they have in years. Lingerie makers and market analysts say it’s a sign that customers aren’t just looking for support but a certain va-va-voom factor.

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