Gone are the days when underwear used to be ‘just something worn inside our clothes’. Most of us take underwear for granted. It’s been there all along. Imagine the early underwear that emerged from the loincloth worn by early man. Any garment worn against the body was considered as underwear and was basically meant for utility rather than comfort or any other reason, …least of all for public display.

Back then it was all about functionality. Since early times, we’ve come a long way and the underwear has come a full circle: from its early days as something that was hidden inside and considered as private, to its deliberate flashing outside. Changes in styles, fabric, design and colour, with passing fads, converted the underwear into a status symbol, a thing to flaunt.

Today, your underwear is every bit as exciting as what you wear on the outside. Growing consumerism gave rise to brands; brands gave rise to brand equity. Brand equity necessitated consumer loyalty and thus with the advent of advertising, the underwear came into vogue.

The 1950s revolutionised underwear. The idea of coloured underwear came into being and there on, it became more innovative and exciting. Rayon, and DuPont nylon were some new fabrics that came to be used, followed by Lycra and spandex.

Advertising put the spotlight on underwear, as on all other consumer goods and articles. Every brand needed a distinguishing factor, an identity of its own, and a set of values that represented the brand. Advertising created that glamorous image for the underwear, bringing it into public view, and therefore, to a large extent, was also influential in changing consumer tastes and preferences. Briefs became even briefer. Various styles came into vogue – boxers, drawers, and briefs to bikinis, thongs and G strings.

Celebrity endorsements have played the most important part in promoting underwear as something exciting, fun and part of your personality. In fact, underwear advertisements have also been the claim to fame for many models. Today, several models are the face of lingerie brands worldwide and their widespread appeal goes a long way in promoting the brand to its target audience.

Women have always had a special relationship with their underwear. Women’s lingerie has always been promoted as sexy, intimate and something that makes a woman look good and feel even better. From the pointy cone bras to the present day, women’s innerwear has come a long way too. The use of satin, lace and other materials coupled with the flaunt designs and styles have made women’s lingerie the focus of attention today.

The attention to detail today is amazing. Top designers design clothes to flaunt innerwear too. Too much focus lies on the bra and knickers. Designers have also started designing underwear for the heavier ladies, which are excellent in design and workmanship as also design and comfort. They are proving to be a big hit amongst plus size women, as companies have understood the need for such products.

The role of advertising, celebrity endorsements, fashion designers as well as change in consumer outlook towards underwear have all contributed significantly to the increase in popularity of the underwear. Today, the underwear is not only the utility accessory but also a fashion statement in itself, which is impossible to deny!

Author Bio: Read more about undert