Celebrate 100 Years of the Brief
HANRO ICONIC MOMENTS
Originally, the function of underwear was simply to warm the body. Most people wore one-piece union suits with a slightly longer leg.
The classic brief/short underpants is born!
In the 1920’s, the straight, long ‘Garconne’ style of dressing became popular – dresses and skirts got shorter and so did the undergarments. Women wore French knickers in a short boxer style.
Underpants also started to become pretty instead of just practical and functional. Delicate and sheer fabrics were often
decorated with wide lace inserts with silk or ribbon flowers.
Women wore French knickers in a short boxer style. The delicate and sheer fabrics were often decorated with lace.
When wool started to get rationed during World War II, HANRO started to work with new and innovative viscose fabrics made from cellulose.
Underpants continued to get shorter, the shape became closer to the body, accentuating the waist and bottom, and the classic brief was born!
In The 1950’s, HANRO’s collections were a reflection of Hollywood glamour. Seductive, body-accentuating lace lingerie celebrated newly discovered femininity.
Marilyn Monroe received worldwide attention when her white dress blew up to reveal her HANRO white underpants in the 1955 Billy Wilder movie ‘The Seven Year Itch’.
In 1982, Jane Fonda’s leotard in her workout video influenced high cut panties.
And finally the g-string was born!
In 1985, HANRO led the way towards a new puristic sense of aesthetics and wellness with the launch of “Cotton Seamless” made from the finest mercerized cotton.
Nicole Kidman wore the Cotton Seamless spaghetti top and briefs in the Stanley Kubrick movie “Eyes Wide Shut”. The group quickly became a HANRO best seller and is still one of HANRO’s most popular underwear collections today.
The styles became more refined and the logo waistbands became a status symbol.
The whale tail (waistband of a thong or G-string) rose above the hips and peeked out from low-rise jeans.
Shapewear also emerged with a variety of waistbands to appeal to women of many different shapes and sizes.
Today, Generation Y consumers are turning back to full-form underwear, as seen in the continued decrease of thong sales and briefs coming back into fashion.
Visible panty lines are avoided with the use of new innovative fabrics, technologies, and finishes with superflat hems as comfortable alternatives.
To this day, briefs have gained liking of many fans thanks to their comfortable and easy-to-wear fit. Countless brief models and continuous material and form innovations are present on the market today. From thongs to hipster briefs, made of elasthan, microfiber, lace, embroidery and many more.
In the BASIC collection HANRO offers a wide range of basic briefs in different fabrics, forms and colours. Discover cotton briefs such as Invisible Cotton, Cotton Sensation and Ultralight or our new Basic Series like Cotton Lace and Smooth Illusion.
Sit back and enjoy!