it seems the era of the skimpy thong has finally come to an end as women across the country ditch the skimpy undie option in favor of a far comfier, but perhaps less saucy option: the granny panty.
According to the New York Times, new figures show that sales of the tummy-covering underpants favored by popular literary character-turned-movie icon Bridget Jones are officially back in, while the tiny thong is on its way out.
According to the New York Times, new figures show that sales of the tummy-covering underpants favored by popular literary character-turned-movie icon Bridget Jones are officially back in, while the tiny thong is on its way out.
The new data indicates that sales of thongs have gone down seven per cent, while sales of larger drawers, such as the boy short and high-waisted panty have gone up 17 per cent.
Growing trend: Sale figures show that Bridget Jones's Diary-style full-coverage undies (pictured) are in demand. The sales of 'granny panties', including boy shorts and high-waisted briefs, have gone up 17 per cent
Say goodbye: Meanwhile, thongs, like the pair actress Renée Zellweger examines in the iconic 2001 film (pictured), are decreasing in popularity as sales have gone down seven per cent
Following the recent surge in popularity of more demure, vintage fashions, a number of womenswear retailers, such as Ten Undies and Me and You, have reported boosts in sales for their own full-coverage designs, and many claim the trend is showing no sign of slowing down.
'Within millennial and Generation Y consumer groups, it’s considered cool to be wearing full-bottom underwear,' Bernadette Kissane, a clothing analyst from market intelligence firm Euromonitor told the New York Times. 'Thongs have had their moment.'
And it's not just in underwear, high-waisted bikini bottoms and shorts are also back in fashion.
Designers favored by even the most discerning granny-panty purveyors believe that the shift may have something to do with feminism. Women are looking at their own wants and needs rather than pandering to male preferences in their choice of undergarments. They are now buying what they feel comfortable in, because: why not?
Although the rise of the granny panty continues to gain momentum, it doesn't mean that everyone is willing to give up their thong underwear.
Kim happens to be a fan of both styles of underwear and some of her raciest Instagram snapshots and photoshoots feature her in a thong.
Earlier this year, Lady Gaga took to Instagram to share snapshots of herself doing yoga in a black thong.
And stunning beauties Sofia Vergara and model Irina Shayk have both hit the beach in tiny thong bikinis as they flaunted their amazing figures.
'This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know,' founder of Me and You Julia Baylis, 22, said, adding that she 'only wears granny panties'.
And this trend for comfort over sauciness has already hit the red carpet.
In recent months, numerous celebrities have been proudly showing off their granny panties on their Instagram pages and under their dresses at even the most star-studded events.
In February, model Chrissy Teigen, 29, posted a snapshot of herself donning nothing but black high-waisted briefs as she prepped for the 2015 Grammy Awards.
'Tried to think of something witty but basically just painting myself in makeup and wearing granny panties,' she captioned the hilarious picture.
And Kim Kardashian, 34, is a fan of flashing her bra and granny panties underneath sheer dresses to put a demure spin on her racy looks.
The trend has also been seen on Fergie and Lea Michele who have both posed on the red carpet in sheer lace dresses that left their high-waisted black briefs on display.
Burlesque dancer Dita von Teese, who is known for her glamorous retro looks, has given granny panties a sexy makeover with her lingerie collection, which features high-waisted lace underwear.
Meanwhile, Kendall Jenner paid homage to the 90s by modeling a pair of thick banded Calvin Klein briefs in a snapshot she shared on Instagram last year.
'Morning! just going to hang out in #MyCalvins alllll day! ... thank you @calvinklein for my little gifts [sic],' she wrote.
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| Shocking moment: Comedian Kathy Griffin (R) was ahead of the trend when she flashed singer Gloria Estefan (L) in 2012 and revealed her baggy white granny panties |
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