Fashion’s feelings for comfort are complicated. If you don’t believe us, just ask Paris Hilton’s crippled feet after parading through the noughties in strappy stilettos. But how the tables have turned. At a time when Glenn Martens is bringing back the UGG boot and functional fashion is firmly at the fore, it seems comfort is having a moment and we’re seizing it wherever we can. Long gone are the days of skin tight body-con and wet-look anything chunky sneakers are the new high heel and satin sweatpants are the new skinny jean.

And comfort comes from the inside out. If we’re channelling a vibe of effortless ease in our outerwear, it needs to start with our underwear. Such is the mentality of s by sloggi, the lingerie line spearheading the soft revolution with a wealth of sophisticated styles that refuse to compromise on comfort. Sleek, seamless and enticingly soft, each piece is designed with simplicity in mind, and a bona fide reminder that less is definitely more. With understated undergarments that ooze effortless elegance, the s by sloggi range is a sure wardrobe staple.

In a fast-paced fashion world where trends are constantly changing there’s something to be said for consistency, and sloggi’s vision is absolutely unflinching. Dedicated to high quality and high comfort pieces which don’t compromise on style, sloggi embody everything we want our underwear to be — reliable and supportive, but empowering too.

Check out the campaign below and shop the products here.

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