Fashion Industry discussion, review, analysis, news, and information

The Business of Fashion points out all the talk about the recent men's underwear ads.  David Beckham is doing what Michael Jordan has been doing for Hanes for the past couple years - bringing new life to Giorgio Armani and paving the way to make underwear fashionable again.  

If there's one sector of the fashion industry you can always bank on, it's underwear.  Although we may think that we absolutely have to have 20 pairs of shoes or 50 handbags, the only piece of clothing we indeed actually "need" is underwear.  Britney Spears may think otherwise, but that's another story.  

Companies like Fruit of the Loom and Victoria's secret have become very successful based on this absolute need for underwear and they'll continue to make money for as long as we wear them.  Other underwear companies, however, are stepping up to the plate to get consumer's attention.

Whether or not the Beckham ads will bring in the bank, one thing's for sure, the man definitely knows how to get attention.