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Feature: Jack Foley
SALES of thongs have collapsed by nearly 20 per cent in the past
year, leading to fears that the bottom has (almost literally)
fallen out of the G-string market!
The fashion item found its way into women's wardrobes after many
celebrities were captured on camera wearing them.
It actually originates from strip clubs, given its revealing
nature.
But while very few bottoms can get away with sporting a thong
- and the sight of a G-string halfway up a woman's back is about
as sexy as a builder's bum - the good news seems to be that women
have finally had enough.
Industry data suggests that women are now opting for comfort
over revealing too much flesh and have started to look elsewhere
for their underwear needs.
Films like Bridget Jones Diary have also helped to remove the
stigma of covered up lingerie - with sales of 'boy shorts' or
even 'passion killers' on the rise.
According to reports in several newspapers, sales nationally
of thongs have fallen by 17% in one year.
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Harvey Nichols, in London, meanwhile,
reports even more rapid drops, with 43% fewer thongs being sold
between April and June this year compared with 2004's figures.
This is in stark contrast to the height of the thong movement,
when women went crazy for G-strings towards the end of 2003.
At that time, the skimpy G-strings accounted for 31% of the women's
underwear market. Now, that figure stands at 23%.
Needless to say, leading lingerie firms have been quick to note
the changing trends and have responded by manufacturing more of
the comfortable alternatives.
Elle Macpherson, the 41-year-old supermodel, who runs her own
underwear label, said that G-strings were now seen as uncomfortable
and insisted that 'girls want real knickers now'.
While underwear manufacturer, Gossard, has noticed that sales
of tight 'boy shorts' have risen by 172% in the past five years
- and has responded accordingly.
Whether men will rejoice or lament the disappearance of the G-string
remains to be seen - although in this writer's opinion, it's a
good thing.
Of course, London has plenty of lingerie stores for women to
check out and decide for themselves which is best.
Specialist stores such as Anne Summers and La Senza are obvious
choices, as are department stores such as Harvey Nichols and M&S.
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