Fashion houses are pushing underwire bras back into the spotlight after years of comfort-focused alternatives dominated the market during lockdown.
Underwear as outerwear dominated fashion month catwalks, with designers showcasing structured, visible bras as part of their collections. Prada presented red and black satin underwire styles. Tom Ford featured black and silver versions. At the Matieres Fecales show, Rihanna wore an underwire bra from her Savage X Fenty range visibly peeking out from an unbuttoned jacket.
The shift reflects a broader industry move away from the wire-free, soft bra trend that gained popularity during pandemic lockdowns. Artists including Charli xcx have also embraced the return to more structured undergarments, signalling support from both high fashion and popular culture.