The French lingerie market generated €2.01 billion in revenue between January and October 2025, according to industry data. However, this robust figure masks a significant shift in consumer behavior. While the market’s value remained strong, sales volume declined by 2.6%, offset by a 3.1% increase in average prices. This trend indicates a move away from accumulation toward more targeted, quality-focused purchases, with durability, comfort, and sustainability taking precedence over quantity.
The Bra: An Unshakable Core Purchase
The bra remains the cornerstone of the market, accounting for 57% of total spending, followed by bottoms—panties, briefs, and thongs—at 37%. This gap has held steady, with the bra commanding the majority of the budget due to its functional necessity, aesthetic importance, and technical complexity. Lace, embroidery, and varied cuts and colors have reinforced its status as a fashion item.
While the “no bra” trend has gained media attention, it has not fundamentally altered consumer habits. An IFOP survey indicates that 13% of women aged 18–25 report never wearing a bra. However, morphological data reveals a different reality: the C cup is now the most common in France, the D cup is growing—even among younger women—and 7% of women wear an E cup or larger, underscoring the enduring structural need for support.
Socks and Sleepwear: The Rise of Comfort and Versatility
In the hosiery segment, a notable transformation is underway. The women’s segment reached €323.4 million, with socks showing a clear surge, now representing 68% of spending—a nearly six-point increase in one year. Comfort, practicality, and creative designs have redefined the category.
Sleepwear has also evolved. Pyjamas maintain their dominant position at 41% of the segment, but pyjama shorts have skyrocketed, with sales up 40% and market share growing from 8.7% to 12.2%. Homewear continues its ascent, reaching 12.4% of the market, reflecting a demand for pieces designed to blend aesthetics with all-day usability.
Retail Reshuffle: Specialists Regain Ground
The retail landscape has also been reconfigured. Specialized chains have regained market share, increasing by 2.6 points to 30.9%, buoyed by the advantages of in-store fitting and expert advice. Independent retailers saw a slight uptick of 0.4 points, driven by personalized service. Online sales continued their steady climb to 21% (+0.5 points). Conversely, mass-market retailers lost ground, falling to 20.2% of the market, a decline of 2 points.
Brands Adapt with New Strategies and Heritage Focus
Major brands are actively adapting. Aubade has launched a new artistic direction and a redesigned logo, with plans to open a concept store in Paris’s Marais district in spring 2026. Dim made a notable return to the International Lingerie Show, unveiling a new retail identity focused on expert fitting and Parisian style. The Interfilière trade show highlighted textile innovations and exceptional craftsmanship.
Heritage brands like Art Martin (170 years) and Bugis (70 years) are emphasizing their French industrial roots, integrated value chains, and decarbonization efforts. This strategic pivot signals a renewed vibrancy for the “Made in France” label within the sector.
