The launch of our Intimates and Socks Market Insight coincides with the recent opening of the exhibition Undressed: A Brief History of Underwear at the V&A Museum in London. I was eager to see how underwear has evolved since the 18th century, and found that our intimates say more about society than you would think. Naturally, I had my eye on the branding and packaging elements of the show, which gave me an intriguing insight into attitudes toward the ideal body image and how it reflects the fashions of an era.
An interesting example was this corset for cycling. As women became more active in sports in the late 19th century, sport-specific corsets were made to allow more freedom for movement. Interestingly, the print on the box shows how little women actually modified their dress for activities like cycling.