This "boring" bra has grow to be the most well-liked lingerie type amongst millennials


If you'd told us 10 years ago that the most popular bra style in a decade was not underwire, we probably wouldn't have believed it, but here we are. This week, WWD reported that a study by the NPD group on women's lingerie spending habits showed the greatest growth in the past three years Sports bras (and shapewear). The NPD Group found that sports bras sales grew 6% over the past year, and millennials in particular spent a third of their bra budget on that one style last year.

Marshal Cohen, chief industry analyst for NPD Group, attributed the increasing popularity of sports bras to exercise and the desire for comfort in fashion. Additionally, WWD points out that people's “increasingly busy life” is at play, as is the “innerwear rather than outerwear trend.” If it looks like popular brands like Lululemon and Marks & Spencer are getting more sports bras than ever before, don't imagine that and there is clearly a lot of data behind it.

Scroll to some of the chicest examples of sports bras on Instagram and shop for some of our favorites.


Melinda Martin