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When Greer Simpkins, 28, began doing research for her own lingerie line, she visited a Victoria’s Secret store in New York to observe how women shopped for underwear.“I noticed that a lot of women would come in with a friend, and they’d be asking: ‘Do you like this? “They’d be thinking about everyone else but themselves,” an attitude she thought the store encouraged.She was also frustrated with how many trends, colors and frills the lingerie industry pushed each season.“Most women just want something basic for every day that will make them look and feel good,” she said. Simpkins introduced an underwear line with just one design: a white cotton panty with an unusually high cut and narrow back.Sales of thongs decreased 7 percent over the last year, while sales of fuller styles — briefs, boy shorts and high-waist briefs — have grown a collective 17 percent.Erica Russo, the fashion director for accessories, cosmetics and intimate apparel at Bloomingdale’s, said that indeed there has been a “shift in the business.” She noted that the trend is in line with the higher-waist and roomier pants styles that have dominated fashion this season.That is a 100-percent rise in a year.'' I know it sounds unbelievable, but thongs have become the core of our business,'' said Monica Mitro, a spokeswoman for Victoria's Secret.'' And it cuts across ages and body types.'' The most popular style is a ''dressy'' black satiny polyester, Ms.ON a recent Friday lunch hour in Kmart's underwear department in Flushing Meadows, Queens, it was obvious where the action was. The racks of hip-hugger briefs stood virtually untouched.But a half-dozen women -- from chubby teenagers in capri pants to middle-aged moms pushing full carts of housewares -- were bravely shopping where few women had, until recently, shopped before: the thong section.'' I'm liking this one,'' said Maria Mantalusa, 46, a nurse from Kew Gardens, who was shopping with her niece Kim, 25.
“The high-waisted and high-cut styles hark back to a time when different body shapes were in style,” she said, adding that many larger women find high-rise briefs flattering because they define the waist and cover areas a woman may be less comfortable with. Dalbesio said she was hopeful that the greater diversity of offerings was a sign that the lingerie industry is beginning to recognize that “there is not one ‘ideal body,’ but a plethora of them.”In the end, it is about options.“There’s nothing wrong with wanting to be more traditionally sexy and wearing a thong; that doesn’t mean you’re not a feminist,” Ms. “This is a step toward embracing more variety in what’s offered.”An article last Thursday about the popularity of full-bottomed underwear misspelled the surname of the fashion director for accessories, cosmetics and intimate apparel at Bloomingdale’s.
She held up a baby blue thong with white stripes -- probably no more than three square inches of fabric all told -- against her generous curvy hips.
The younger woman, whose array of thongs on little white plastic hangers already weighed down her index finger, nodded enthusiastically and said, '' You can't ever have enough of those.'' Was it only three years ago that Monica Lewinsky shocked the nation by flashing her thong at the president?
The name, Hello Beautiful, is meant as an affirmation.
She already counts Chloë Sevigny, an arbiter of all things cool, as a fan.