France’s women’s lingerie market declines, valued at just over €2 billion in 2025

The lingerie market saw a slight downturn in 2025. Ahead of its 2026 edition, to be held from January 17 to 19 at the Porte de Versailles exhibition centre (15th arrondissement of Paris), the Salon International de la Lingerie has published a market study for 2025. Conducted by Kantar using data collected between January and October, it shows that the women’s lingerie market in France was worth €2.01 billion over the year. This is down on 2024, when the figure reached €2.08 billion.

Co-commissioned by the Fédération de la Maille, de la Lingerie et du Balnéaire, the study highlights a market in transition, with more deliberate consumption (-2.6%), signalling a shift towards greater sustainability and quality. This is reflected in clear premiumisation (+3.1% in the average price), indicating that women are now favouring more considered purchases and higher value-added products, according to Kantar.

Support, an “absolute priority” for most women

In more detail, bras, bustiers and bralettes account for 57% of annual spend: this stability confirms their status as a priority category in women’s purchases, well ahead of thongs, briefs and knickers, which account for 37% of spending. According to the study, French women prioritise quality products offering support, aesthetics, comfort and durability, even if that means spending more.

In terms of sizes, C-cup is now the most common in France, with a marked shift towards fuller cups: 7% of women wear an E-cup or above, and D-cup is gaining ground, including among younger generations. This anatomical reality explains why the need for support remains an “absolute priority for the vast majority of women,” according to the study. Kantar emphasises the fashion dimension of the bra in women’s wardrobes, beyond its technical function, with lace, embroidery, architectural lines, and colours.

The rise of socks and home wear

The women’s legwear market reached €323.4 million in 2025, and socks appear to be establishing themselves as a fashion accessory in their own right. Accounting for 68% of spending in the legwear segment, they gained nearly six percentage points in one year. Nightwear is also asserting itself as a fast-growing premium segment. Pyjamas are consolidating their dominant position (41% of spending) amid clear premiumisation, while “pyjama shorts” are posting robust growth of 40%, rising from 8.7% to 12.2% of the market.

Home wear, which accounts for 12.4% of the market, is also continuing to grow. According to the study, this reflects the emergence of a new approach to home wear, balancing comfort, aesthetics and versatility. The enthusiasm for yoga, Pilates and at-home workouts is creating demand for pieces designed to accompany every moment of the day, from waking to workout, reflecting a lifestyle that values wellbeing and personal balance.

Lingerie on the rise in most retail outlets

Across retail, lingerie is strengthening on several fronts. After a difficult 2024, specialised chains in city centres and shopping centres are staging a strong comeback in the lingerie market, regaining 2.6 percentage points of market share to reach 30.9% of sales, according to Kantar. Independent boutiques are also performing well, with an increase of 0.4 points, underlining that cutting-edge expertise and ultra-personalised service are resonating with a demanding clientele.

At the same time, e-commerce continues to make steady headway, with a 21% market share (+0.5 points), demonstrating the complementary nature of distribution channels. Conversely, mass-market food retail is losing ground (-2 points to 20.2%), pointing to a profound reshaping of the retail landscape, where expertise and service now take precedence over accessibility alone.

Finally, 2025 saw a resurgence of structured corsets, graphic waist-cinchers, waist shapers and sophisticated suspender belts. Long associated with a bygone era, these icons of seduction are making a comeback, worn either over or under other garments, as a layering piece or as the centrepiece of an outfit.