Much of this bodysuit craze traces back to Skims, Kim Kardashian’s shapewear line, which sparked a shapewear boom that has since permeated the industry (as of July 2023, Skims revenues hit $750 million, with its overall valuation rising to $4 billion, the company told The New York Times). Social media buzz only intensified as fast fashion brands and retailers like Amazon flooded the market with affordable alternatives, says Kayla Marci, senior retail analyst for intelligence firm EDITED. However, Marci is also cautious about the proliferation of dupes, noting that it suggests “consumers will prioritise affordability when it comes to bodysuits”.
The growing interest in high-quality basics and capsule wardrobes could work in favour of luxury bodysuits, as affluent consumers look for investment pieces that offer superior craftsmanship, better materials and longevity, Marci notes.
Legwear and underwear brand Wolford is focusing on quality and durability in order to stay competitive as consumer demand spikes and luxury brands wade in. “Our innovative approach was crucial in leveraging the current surge in interest. This allowed us to position ourselves as a key player by capitalising on the brand’s expertise and long-standing reputation for quality,” says a spokesperson for the brand. They reference their upcoming special project with The Woolmark Company, which features bodysuits in a range of colours, made from 100 per cent wool with natural elasticity — achieved without using elastane as an example of this. The collaboration aligns with Woolmark’s ethos while maintaining high standards of quality and craftsmanship.
Underwear as outerwear continues to surge
Another factor driving the bodysuit craze is the broader trend of lingerie-inspired fashion transitioning into ready-to-wear. Last season, it was panties. This season, designers like Mugler and Stella McCartney have leaned heavily into exposed lace and corset-based bodysuits, giving the garment a sensual, lingerie-like appeal. It was also the standout look at Demna’s Balenciaga show, as a model strolled down the table-esque runway in a lace bodysuit, stockings and a fur coat. These garments, unlike more basic bodysuit styles, are clearly elevated from mass-market versions with intricate details and high-quality boning, providing a clearer opportunity.
Sales at luxury lingerie brand Agent Provocateur surged during Paris Fashion Week, with the label’s Paris store selling out of its new Gabby bodysuits in record time — they retail at $395. “I don’t think this was a coincidence,” says Sarah Shotton, creative director of Agent Provocateur, pointing to the growing runway interest in lingerie-inspired pieces that can be worn as outerwear.
