High-waisted underwear has a bad reputation these days, but the Etam Lingerie AW11 campaign proves that the amusing idea of "granny panties" can quite easily be imagined with a youthful and sensual style.
The flawless Natalia Vodianova poses elegantly amidst whitewashed sets in sophisticated one and two pieces that live and breathe the above qualities. Her elongated unmentionables gracefully capture the model's magnificent curves, exuding a femininity that would make most girls envious.
Indeed inspired by your grandmother's era, these slinky sets and negligees have a ravishing retro aesthetic. The incorporation of frills, lace, ribbons and sumptuous satins gives the collection a classic and timeless appeal that speaks of a lovely polished look. The Etam Lingerie AW11 campaign makes vintage bras and undies a bold and contemporary look with the infusion of bright and rich colors.
Key Themes Behind This Trend
- Retro Lingerie
- Disruptive innovation opportunity: Create a line of high-waisted panties and vintage-inspired lingerie that combines classic aesthetics with modern comfort and style.
- Youthful Vintage Fashion
- Disruptive innovation opportunity: Explore ways to reinterpret vintage fashion trends, such as high-waisted underwear, in a youthful and sensual way to attract a new generation of consumers.
- Bold Retro Aesthetics
- Disruptive innovation opportunity: Design lingerie collections that embrace bold and vibrant colors, while incorporating retro elements to give them a unique and contemporary appeal.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Introduce innovative designs and materials in the lingerie industry to create high-waisted panties that are both stylish and comfortable.
- Retail
- Disruptive innovation opportunity: Develop a niche market for vintage-inspired lingerie by curating collections that tap into nostalgic fashion trends.
- Marketing
- Disruptive innovation opportunity: Implement creative marketing strategies to rebrand high-waisted panties and vintage lingerie as fashionable and trendy choices for modern women.
