"Young Women Say No to Thongs," declares the headline of a New York Times article published in the Style section yesterday. And as an entire feature in the Times would certainly indicate, it turns out we aren't the only ones behind this anti-thong movement: Writer Hayley Phelan cites statistics that show that thong sales have decreased by seven percent while full-bottom styles are up 17 percent in the past year.
Why? It's another thing you can blame on us millennials. "Within millennial and Generation Y consumer groups, it's considered cool to be wearing full-bottom underwear," apparel analyst Bernadette Kissane told Phelan. "Thongs have had their moment." And while comfort is obviously a major factor (who enjoys butt floss?), covered-up styles also make kind of an amazing statement—by being overtly unsexy.
Phelan also spoke to Julia Baylis, the 22-year-old co-founder and co-designer behind Me and You, a clothing boutique that sells granny panties emblazoned with the word "Feminist" on the rear. (It's a best seller.) "Most lingerie is designed to appeal to a man," Baylis said. "For us, that's not even a consideration. This is underwear you wear totally for you."
And, as model-of-the-moment Myla Deblasio attests, it's also great for women who aren't a size zero. "The high-waisted and high-cut styles hark back to a time when different body shapes were in style," she said.
Of course, there is a time and a place for thongs. As fashion editor Danielle Prescod points out, sometimes we just need to avoid visible panty lines. But think about it: Whereas a decade or so ago it was quite a Thing to have your G-string peek out above your skin-tight jeans, 2015's cool-girl answer seems to be the Calvin Klein boyshort waistband paired with baggier denim or sweatpants.
It's a new era. Sorry, Sisqo.