This theme centers on the prioritization of comfort in everyday underwear without sacrificing a sleek silhouette, using innovations in soft, breathable, and seamless fabrics.

For the upcoming Fall/Winter 2025-2026 season in the US market, the thong category is defined by a blend of comfort, sustainability, and bold self-expression. The overarching trend is a move away from purely functional, hidden underwear towards pieces that are both comfortable for everyday wear and stylish enough to be a deliberate part of an outfit. This shift reflects a broader change in consumer priorities, where intimate apparel is increasingly seen as an extension of personal style and well-being, rather than a mere necessity. Key stylistic trends include the continued dominance of high-waisted silhouettes that offer both a flattering fit and a sense of security, often crafted from seamless and soft, breathable fabrics like modal, organic cotton, and recycled materials. This focus on all-day comfort is paramount. Simultaneously, there is a resurgence of more daring styles, including the G-string and visible thong details, echoing 90s and Y2K nostalgia. Lace remains a perennial favorite, but it is being modernized with intricate, gothic-inspired designs and bold, jewel-toned colors like burgundy and emerald green, moving it from delicate to expressive. The market is also heavily influenced by macro trends such as the 'underwear as outerwear' movement, where thong lines and bodysuits are intentionally revealed as a fashion statement. Inclusivity is a major driver, with leading brands offering a wide range of sizes and 'nude' shades to cater to all body types and skin tones. Furthermore, sustainability is at the forefront, with a growing consumer demand for eco-friendly materials and ethical production practices, compelling brands to be more transparent about their supply chains.

Products in this theme

SKIMS

Fits Everybody Thong

This model is a prime example of The Comfort-First Thong and High-Waisted & Sculpting Silhouettes themes, renowned for its buttery-soft, stretchy fabric and inclusive sizing.

SKIMS

Faux Hair Micro String Thong

A controversial but sold-out product that perfectly embodies The Return of the Visible Thong with a provocative twist, generating significant media buzz.

Savage X Fenty

Core Microfiber High-Leg Thong

Represents The Comfort-First Thong with its focus on a comfortable fit and a variety of vibrant colors, while the high-leg cut adds a touch of modern style.

Parade

Universal Thong

A bestseller that champions The Comfort-First Thong and Sustainable & Mindful Materials with its seamless design and use of recycled fabrics.

Parade

Silky Mesh Thong

This model fits within The 'New Sexy' Lace & Mesh theme, offering a comfortable and breathable mesh fabric in a variety of playful prints and colors.

Hanky Panky

Original Rise Thong

A classic example of The 'New Sexy' Lace & Mesh, this thong is famous for its signature stretch lace that provides a comfortable, no-VPL fit.

Hanky Panky

Retro High-Waist Thong

This style perfectly captures the High-Waisted & Sculpting Silhouettes trend with its vintage-inspired design and wide, comfortable waistband.

Fleur du Mal

Charlotte Lace Thong

This thong embodies The 'New Sexy' Lace & Mesh theme with its luxurious, intricate lace and elegant design, blurring the lines between everyday wear and special occasion lingerie.

Fleur du Mal

Le Stretch Micro V-String

A minimalist design that aligns with both The Comfort-First Thong and The Return of the Visible Thong, offering a barely-there feel and a silhouette perfect for peeking out of low-rise styles.