Natural Ethos.

Why did this direction emerge? After several seasons dominated by overtly sensual codes, a quieter appetite took hold in lingerie: pieces women buy for themselves, comfortable enough for daywear, considered enough to feel special. Natural Ethos was SS25’s answer — intimates borrowing from craft traditions rather than boudoir clichés. In collections it surfaced as broderie anglaise trims, unlined cotton bralettes, sheer layers kept modest by texture rather than coverage, and a palette of chalk, ecru and faded botanicals. The story sat naturally alongside the season’s coastal mood, sharing DNA with beachwear rather than eveningwear. For product teams, its value today is as a reference point for the enduring soft-intimates register, one that has kept gaining ground since. See the complete seasonal analysis for where these codes travelled next. Continue through the SS25 archive with Dainty Orchards, Dreamers, or the swim mirror of this mood, Coastal Quietude. The full SS25 lingerie study is available on request.