In a plot twist that will have millennials quaking in their boots, I’m frivolously anointing 2024 as the year of the statement bra.
Fashion is cyclical, we all know this. Trends rise and fall, capturing the zeitgeist of a certain period in time, only to be revived from the dead some 10 years later for a sartorial re-birth. And in a movement spurred on by the rejection of conformity, it seems we’ve finally broken free from the banal shackles of the quiet-luxury hype and awoken with a newfound zest for playful self-expression.
It may seem a bold statement given we’re only seven months into the year, but 2024 seems to be hallmarked by the reclamation of hyper femininity and unabashed brattiness – a welcomed antidote to the clean girl aesthetic we’ve seen circulating our social feeds for years now.
Throwing caution to the wind, fashion girlies across the globe are blasting Charli XCX through their wired headphones, fastening their bedazzled bra straps, and uniting on a collective front.
For many of us, growing up in an era where terms like “wardrobe malfunction” and “fashion faux pas” littered the covers of flimsy supermarket magazines, the policing of women’s outfit choices has long been a depressingly common reality.
With the trend seemingly riding on the coattails of the ‘mob wife’ aesthetic, it makes sense as to why we’re seeing this shift towards more bold, expressive, and sexually confident fashion.
We’ve bore witness to the arbitrary rules attributed almost exclusively to women when it comes to what’s deemed “appropriate”. The media loves categorising us into binaries based on how we dress. Too revealing, and you're labelled as skanky; too conservative, and you’re seen as boring. In 2024, the donning of a statement bra has become a sort of sartorial revolt.
On the glitzy red carpets of recent award seasons, we’ve seen celebrities like Sydney Sweeney and Scarlett Johansson put their own haute couture spin on the trend, layering embellished peek-a-boo bras under structured strapless gowns.
It seems to be an evident expression of dressing for the female gaze. “I think bras on show exudes confidence, in both style and oneself,” says Auckland-based stylist Tori Ambler. “Fashion has been quite monochrome and serious for a while now, people are definitely ready to spice it up and have a little fun.”
The most notable Y2K iteration of the trend comes from Gen-Z poster girls Emma Chamberlain and Olivia Rodrigo. Chamberlain, most notable for her transition from teen Youtuber to bonafide ‘It girl’, sported a cherry-red bra over a loose fitting t-shirt to the Acne Studios Paris Fashion Week show in February, while Rodrigo paid homage to the Y2K punk-rock aesthetic in a bedazzled red bra-white tank combo while performing with No Doubt at Coachella in April.
But like all trends, it’s a case of deja vu. When speaking of the origins of the statement bra, Tori recalls Carrie in Sex and the City. The turn-of-the-century ‘It girl’ was embracing the look in linen milkmaid tops and chic capris when dial up internet was still a thing.
When incorporating the trend into your own wardrobe, Tori says to keep it simple. “Everyone owns great shirts to wear buttoned low, a sheer knit or tee, or a chic tank. Slipping a cute bra under any of those works so easily with any wardrobe,” she explains. “I love wearing a statement bra under a reasonably sheer white cotton shirt or t-shirt. Or having the top and straps peeking out from a cute cami in a contrasting colour.”
For those of us who have outgrown the Victoria’s Secret sculpt bras from our teens, a number of local labels are offering up sustainable alternatives that don’t skimp on style. Aotearoa-based labels Videris and Ohen stock a range of chic colours and styles to fit the ‘put it on show’ brief, while Melbourne-based Nico and Nala are offering up innovative designs and considered construction in a range of sizes.
So next time you put on that $80+ bra you love, channel Miss Bradshaw and give it the attention it deserves.
SHOP: Bras to show off
Videris bra, $90
Araks underwire bra, $260, from Underlena
Ohen bra, $129
Berlei lace bra, $75
Me by Bendon leopard print bra, $70
Rose and Thorne polka dot bra, $69
