“Beneath your beautiful”

Okay okay, when Emile Sandé and Labrinth sing their song they don’t refer to the beauty of one’s undies.. It’s all about inner beauty.. not the clothes need to be taken off but the mask you put on every day. Well is it all so different? Can’t we say that someone’s undies are instead of ‘inner beauty’ ‘under beauty’. Why do we feel the need to spend money on underwear.. No-one sees it! Yes, I am single. No need to wear sexy lingerie on a daily basis.

I could just go to the nearest Carrefour and buy the cheapest 5 pack of comfy white slips.

But I don’t.. I feel the need to wear a matching set of sexy underwear on a daily basis.

I went to Victoria’s Secret and imagined I would look like Doutzen Kroes or Adriana Lima in that underwear.. Shockingly your boobs do get 3 cup sizes bigger in their bra’s!! So, to avoid disappointment in the bedroom, or people wondering if I got a boob job I did not bring any of those home. For some reason I feel more sexy and confident when wearing underwear (I think) I look good in! I am sure I am not the only one, googling about lingerie + feeling good brings me to at least 1 big supporter in this one: Miranda Kerr, Victoria’s secret angel states “ Sexy underwear underneath your clothes is where it starts”. But WHY? Why do we woman feel good when we wear sexy underwear and is it even like that? Or this, why do some guys feel the need to wear SpongeBob boxers while having reached adulthood. Will we ever know why we spent more money for the print then going for the most affordable comfy whities?

Of course, even if not every night is about seducing your partner, ( or putting a smile on one’s face in case of the SpongeBob printed boxer shorts - opinions may vary );

We know the power of that little piece of fabric..

In the upcoming weeks me and my lovely teammates; Josephine, Cristina and Romain will introduce you to the world of underwear, mainly for the ladies, however a David Beckham in H&M cannot be left unmentioned. We will analyse the branch and look at different approaches by different brands, is there any difference? Topics like history, trends, strategies and advertisement campaigns and of course the consumer will pass the revue. 
Power to the undies!

Amanda van den Hoven