A new campaign for activewear brand Vuori, featuring model Kaia Gerber, speaks to a modern dressing ethos. Yet its emphasis on soft fabrics, versatile pieces, and confidence rooted in comfort directly connects to a pivotal shift in lingerie history. The campaign’s highlight, the BlissBlend fabric and the AllTheForm MicroBra, prioritizes ease and movement—principles that defined the early 20th-century rebellion against rigid corsetry.
This philosophy mirrors the work of designers like Coco Chanel in the 1920s, who borrowed from menswear and jersey knits to propose a new, liberated silhouette. The contemporary 'bra-top' or microbra, as seen here, is a direct descendant of that revolution, transforming foundational garments into visible, multi-purpose layers. Vuori, founded in 2015 in a California beach garage, operates within this century-long narrative that redefined comfort as a form of sophistication.
Gerber notes the collection allows one to move through a day 'without overthinking,' a sentiment that would resonate with mid-century innovators who introduced stretch fabrics and simpler designs. The campaign, photographed by Lachlan Bailey, isn't merely selling sportswear; it's presenting the latest chapter in an ongoing story where the boundaries between undergarment, activewear, and daywear continue to dissolve. The legacy of lingerie is not just about concealment, but about the freedom found in what we choose to wear next to our skin.
Originally reported by WWD