Salon International de la Lingerie 2026: Comfort Revolution & DTC Brand Rise (January 2026)

The January-concluded Salon International de la Lingerie in Paris revealed three major industry shifts: wireless designs dominate with 72% market share, seamless and high-waisted hip-lifting styles becoming mainstream as consumers abandon “excessive constraint”; DTC brands surge, with Skims and ThirdLove rapidly rising through technical fabrics and precise sizing systems, increasing their U.S. market share from 0.7% to 1.6% in 3 years; gender-neutral designs trend, with unisex underwear sales up 43% YoY, and genderless briefs and sports bras becoming bestsellers; sustainability commitments upgrade, with 90% of participating brands setting 2030 goals to use 100% eco-friendly materials.