The latest fashion for using underwear as outerwear has sent lingerie sales soaring at Debenhams.
The retailer has seen an increase in sales in boudoir inspired lingerie and sleepwear compared to sales last year; the trend to wear underwear as outerwear is this summer’s must-have high street style.
Debenhams brand, B by Ted Baker has seen an uplift of 132% in the sales of printed chemises since May with the floral garden print chemise proving most popular.
A host of celebrities have embraced the trend including; Kim Kardashian, Ellie Goulding, Miley Cyrus, Rihanna, Beyoncé, Daisy Lowe, Iggy Azalea and Rita Ora. Even fashion royalty such as Kate Moss and Victoria Beckham have recently been spotted stepping out in chic, sophisticated lingerie-style ensembles.
Bestsellers at Debenhams include camisole tops, skirt slips and lacy night dresses, many of which are being incorporated into women’s work-day outfits.
Designer for Debenhams’ Reger by Janet Reger lingerie brand, Aliza Reger says: “Lingerie inspired clothing is a must for any stylish woman’s wardrobe this summer. However, it is a tricky trend to pull off and our Debenhams personal shoppers are on hand to advise.”
Decades earlier it was Courtney Love and Grace Jones who pioneered the look and now performers, fashionistas and trend-setters are getting in on the act. In the 1980s, Madonna proved to be very influential to female fashion and in her ‘Like a Virgin’ music video; millions of fans emulated her fashion including bras paired with leather jackets and lace gloves and vintage style bustiers with lacy slips.
At this year’s Glastonbury festival, Ellie Goulding wore a gold bra top to perform songs from her current album and at last year’s Wimbledon final, Victoria showcased a Louis Vuitton black lace slip dress.
The underwear as outerwear look was championed on the catwalk at Dolce and Gabbana, Stella McCartney, Dior and Ellie Saab, with the trend now filtering down to the high street.
Debenhams Personal Styling team based in the flagship Oxford Street branch has seen an increase in women booking appointments solely for tips, tricks and hints on how to wear the new trend outside the bedroom.
Head of Personal Styling, Alain Mehada explained: “The styles exhibited by celebrities like Miley and Beyoncé work on stage but there are plenty of ways to incorporate lingerie inspired looks into everyday outfits.”
“Try pairing a silk floral cami top with a pencil skirt and jacket for a chic glamourous look or pair a slip lace dress with a pretty cardigan. Elegant sleepwear such as soft silk printed pyjama tops paired with the right trousers is a classy style and can easily be translated to office-day wear. Sophisticated and suitable for work, this catwalk trend is a hit.”
Debenhams’ lingerie and sleepwear can be found in all nationwide and online at debenhams.com.
Notes to Editors
The Top 5 styles of lingerie and sleepwear worn as outerwear is as follows:
1. B by Ted Baker Beige floral garden print camisole £18.50 B by Ted Baker Beige floral garden print camisole
2. B by Ted Baker Light green botanical pyjama top £20 B by Ted Baker light green botanical pyjama top
3. Debenhams Black cooling invisible look full slip £20.50 Debenhams black cooling invisible look full slip
4. Reger by Janet Reger Designer ivory crinkled babydoll and briefs set £35 Reger by Janet Reger ivory crinkled babydoll and briefs set
5. Presence Sleep Cream long floral satin night dress £20 Presence Sleep cream long floral satin night dress
Debenhams Press Office
0203 549 6420