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"We were blown away." A racy collection with cherry-red harnesses and mesh crop tops was released this year for Valentine's Day. "It sold out in 12 hours, the entire thing," says Christiane Pendarvis, the brand's chief merchandising officer. Savage x Fenty, the lingerie brand started by Rihanna, released its first men's collection in 2020.
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"I converted my father," Campello says, referring to the company's co-founder, Ugo Campello. That remains to be seen, but he did convince one of his toughest customers. “There’s a segment of the population that’s like, ‘Absolutely,’” he says, referring to what he calls fashion-forward customers including gay men and nonbinary people. "It's half the world's population just in terms of market size," says Guido Campello (41), the company's co-chief executive.Ĭampello knows not everyone is ready. Mainstream brands are getting in on the action, too.Ĭosabella, an Italian lingerie brand founded by a husband and wife in 1983, began selling lacy men's briefs, semi-sheer thongs and colorful G-strings on its website last November. “Your gender expression is all that matters,” reads the website for Wicked Mmm, a lingerie brand in Montreal. Many are by upstart brands with names like Menagerié, Candyman Fashion and Ciciful, often marketed with body- and sex-positive messages.
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You've got a whole generation who is just very embracing of the inclusivity and diversity within gender' 'Men's lingerie is one small part of a bigger movement. Men’s lingerie is taking off among a self-possessed segment of male consumers looking for sexy undergarments that are more gender expansive than a jockstrap. “They actually are being thoughtful to a more masculine body, with complements to femininity.” Then one day, while scrolling through Instagram, he came across a company called Leak NYC, a men's lingerie brand that makes sexy bodysuits from fishnet and other see-through materials, with ample room up front. “Either it would be very small or I would find something that would look good from the back,” Dawson says.Īs a workaround, he would wear the lingerie backward or buy larger sizes. But he found that the bodysuits and bottoms didn't fit well. As a multidisciplinary artist who explores Black and queer identity, 27-year-old LaQuann Dawson often takes self-portraits from his home and studio in Brooklyn wearing women's lingerie.