# Granny Lingerie The Stella McCartney Lingerie Line Plays It Safe By Katherinev123 | Published 2009-11-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/stella-mccartney-lingerie References: [pipeline.refinery29](http://pipeline.refinery29.com/news/stella_mccartneys_lingerie.php) & [wwd](http://www.wwd.com/markets-news/stella-s-cheeky-take-on-lingerie-2357388?module=today) The latest Stella McCartney lingerie line indicates a new direction for lingerie—and it’s not what you’d expect. Rather than super sultry, body-baring pieces that will add more sizzle to the bedroom than you can handle, McCartney’s line-up includes a rather safe collection of delicates. With names that refer to women caught in “[cheeky situations](https://www.trendhunter.com/trends/homebody-sleepwear-collection),” the Stella McCartney [lingerie collection](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty) includes pieces like the ‘Eva Scampering’ chemise and ‘Ines Sneaking’ crepe bra, which are in general pretty, [satin-y styles](https://www.trendhunter.com/trends/silver-belle) that cover a lot more than they show and which The Pipeline describes as “more Granny than sexy.” ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 79% | Activity: 85% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Modest Lingerie:** Stella McCartney's latest lingerie line made up of modest and less revealing pieces indicates a growing trend towards modest lingerie designs. - **Elevated Lingerie:** Designers are creating lingerie collections with elevated designs and style choices that appeal to a wider audience and embrace a range of body types. - **Comfortable Lingerie:** Lingerie brands are shifting towards comfortable and practical designs that prioritize the comfort of the wearer over aesthetics alone. ### Industries Being Reshaped - **Lingerie:** The lingerie industry is experiencing a shift towards modest and comfortable designs that appeal to a wider audience. - **Fashion:** The fashion industry is embracing body positivity and inclusivity by creating lingerie lines with sizes and designs that appeal to a variety of body types. - **Retail:** Retailers have an opportunity to disrupt the lingerie industry by offering lingerie lines that prioritize comfort, practicality and modesty over aesthetics alone. ## Related on Trend Hunter - [Vibrant Lingerie Collections](https://www.trendhunter.com/trends/lorette-springsummer-collection.md) - [Ultra-Light Intimates Silhouettes](https://www.trendhunter.com/trends/feather-lace.md) - [Luxe Comfort-Forward Loungewear](https://www.trendhunter.com/trends/bloomers-intimates.md) - [Delicate Bridal Lingerie Lines](https://www.trendhunter.com/trends/bridal-lingerie-line.md) - [Tongue-in-Cheek Underwear Ranges](https://www.trendhunter.com/trends/debute-x-stripe-stare.md) - [Romantic Kitschy Lingerie](https://www.trendhunter.com/trends/for-love-and-lemons-1.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Liberating Lingerie Collections](https://www.trendhunter.com/trends/zhilyova.md) - [Office-Themed Lingerie Collections](https://www.trendhunter.com/trends/hot-desking.md)