Dreamers.

Lingerie seasons tend to swing like a pendulum, and SS25 swung toward softness. After cycles built on overt seduction, Dreamers captured the appetite for intimates that soothe rather than perform: pure whites and faded pastels, pointelle knits with their grandmother’s-drawer tenderness, ditsy prints and mini embroideries that reward a second look. The construction choices — simple silhouettes, pure cottons, fluid satins — made the story as commercial as it was poetic, sliding naturally into the self-purchase market that keeps growing across intimates. Reading it now, Dreamers marks the moment the soft-femininity register took the lead in lingerie, a lead it has rarely surrendered since; any brand building a serenity-led capsule still starts, knowingly or not, from these codes. Discover the season’s complete forecast on our trend reports page. The SS25 archive continues with Pure Linen, the genderless reading of the same calm, and Dainty Orchards, its garden-romantic sister. The full SS25 lingerie study can be requested.