A quiet revolution is brewing in British women's drawers, sparked by a widespread belief that our knickers are getting smaller, flimsier, and frankly, less fit for purpose. What began as a personal gripe has exploded into a collective outcry online, with thousands of women demanding the return of 'proper' pants and sharing tales of discomfort so severe it led some to question their own anatomy.
The Reddit Post That Started It All
The great knicker debate ignited when a social media user named Jennifer posed a serious question to the r/AskUK forum on Reddit: "What's happening to knickers?" She specifically called out high-street stalwarts like Marks & Spencer, lamenting the disappearance of proper elastic around the leg edges. "I cannot understand the logic here," she wrote. "Because the elastic was there for a reason, now my knickers are just moving around left, right and centre."
Her post resonated deeply, amassing thousands of upvotes and comments. A common and particularly frustrating theme emerged: the problematic gusset. Users reported that the crucial cotton-lined section no longer sits correctly. Redditor u/Kim_Catiko explained it "goes up my a*se," leading to practical hygiene issues and making sanitary pads sit awkwardly. Others, like u/MrsCosmopilite, agreed, stating the gusset now seems "about two inches further back than it should be."
Perhaps most tellingly, several women confessed the persistent issue had made them doubt their own bodies. "I thought my flaps were getting bigger or something," admitted u/AtLeastOneCat. "Amazing how much we'll gaslight ourselves about our bodies when something changes."
Expert Insight: Why Our Knickers Are Changing
This isn't mass hysteria. Industry experts confirm that underwear design has indeed shifted. Michael Thomson, CEO of lingerie retailer Pour Moi, told Metro that "gussets are shrinking." He attributes this evolution to changing clothing trends and technological advances, specifically pointing to the post-lockdown "surge" in leggings and athleisure wear.
This trend has created high demand for seamless, no-VPL (visible panty line) underwear to wear under tight-fitting clothing. M&S, which sells a staggering 60 million pairs of knickers annually, has capitalised on this. Charlotte Davies, Director of M&S Lingerie, noted a customer appetite for "invisible" styles with a "little spice." Sales of their High Waist Thong have soared by over 160% this year versus last.
To achieve that seamless look, brands are ditching traditional woven elastic for materials like elastane (Lycra/Spandex). However, these can lose shape over time, especially when exposed to heat in washing machines, explaining why knickers may become baggy and shift uncomfortably after repeated washes.
Comfort vs. Style: The Industry Responds
Not everyone sees less elastic as a problem. Katie Lopes, founder of Stripe & Stare, argues that "heavy elastic is actually what causes wedgies." Her brand uses TENCEL and flat-lock stitching for comfort. Meanwhile, research by Stripe & Stare found that 44% of women want to 'retire' thongs in 2026, opting for full briefs as comfort takes priority.
Other brands are innovating with fit. Period pants brand WUKA has created multi-size underwear using stretch technology. Founder Ruby Raut says, "It's not so much that knickers are getting smaller, they're getting smarter." Since launching the multi-size range, their return rate dropped from 6% to 3%, and it now makes up 60% of their underwear sales.
Fabric trends are also evolving. At M&S, delicate lace is reportedly out, replaced by lightweight microfibre, and shoppers are seeking bold, energising colours for their everyday drawers.
Yet, for many women contributing to the online debate, the core request remains simple: a return to well-designed, comfortable, and reliable knickers that cover what they need to without constant adjustment. The message to retailers is clear: while innovation and style are welcome, they shouldn't come at the expense of fundamental comfort and fit.
