Underwire bras are making a visible return in high fashion, with designers and celebrities showcasing them on catwalks and as part of public outfits. This trend marks a move away from the comfortable, wire-free bras that gained popularity during the pandemic.
During recent fashion month, underwire bras were prominent on catwalks, including red and black satin designs at Prada and black and silver at Tom Ford. Rihanna wore a bra from her Savage X Fenty range peeking out of her unbuttoned jacket at the Matieres Fecales show. Anya Taylor Joy was seen in a Balmain fuchsia underwire bra, while Kaia Gerber wore an Alaïa bra top with an exposed underwire.
London-based designer Mowalola Ogunlesi, whose blue snakeskin-print underwire bra was worn by Tyla at the VMAs, stated her intention was to find "power in femininity and treating lingerie as something complete in itself." Other advocates for the style include Lily Allen and the group Katseye.
Despite this high fashion endorsement, the mass bra market has not yet seen an uptick. According to Circana, US sales of both underwire and wire-free bras declined in the 12 months ending August 2026, with underwire sales falling five times faster than wire-free. The fashion industry is reportedly promoting new styles, with mentions of "push" and "underwired" increasing significantly in August on mass retailers' websites, according to retail intelligence platform Edited.