Pegging wearing thongs
Executive summary
The visible/exposed thong—sometimes called the “whale tail” or thong-over-pants look—has re-emerged across 2024–2025 fashion coverage, driven by celebrity sightings (e.g., Hailey Bieber) and runway shows at Paris Fashion Week; market and trend reports show spikes in search interest for “lace thong” and related queries in early 2025 (peaks in Feb and May 2025) [1] [2] [3]. Commercial analyses project continued sales growth for certain thong categories (e.g., “sexy lace thong” up +225% Nov 2024–Feb 2025, per one report) while mainstream outlets note increased retail availability and some public backlash over skimpy swimwear rules [4] [5] [6].
1. A celebrity spark re-ignites a 90s moment
Hailey Bieber’s red‑carpet looks—most recently a sheer Gucci gown where a G‑string peeked through—are presented as a clear public trigger for renewed attention to the exposed‑thong aesthetic, and outlets link her to a larger Y2K revival that recalls Britney, J.Lo and other late‑90s icons [1] [7]. Fashion reporting frames celebrity endorsement as both stylistic and promotional: stylists and magazines amplify these moments into broader trend narratives [1].
2. Data and market reports: search spikes and category winners
Commercial analytics firms reporting on 2024–2025 show measurable, seasonal search interest for thong-related terms—“lace thong” and similar queries peaked in February and May 2025—and identify product segments with outsized growth, notably “sexy lace thong” with reported sales growth of +225% from Nov 2024 to Feb 2025 [2] [4] [3]. These business‑style reports recommend product and marketing moves (eco materials, hybrid styles) to capture momentum [4] [8].
3. Runway and retail follow-through
Runway designers and Paris Fashion Week shows are cited as translating the resurfacing into garments and styling that integrate thongs with sheer dresses or skirts; some market summaries single out designers (e.g., Luis de Javier) whose collections foreground thong‑integrated looks [2] [8]. Retailers and heritage brands also report nudges in sales and assortments—Marks & Spencer moving toward “neater, cheekier low‑rise” shapes is one retail signal noted in mainstream coverage [6].
4. Styling variety: from underwear-as‑outerwear to accessories
Trend writeups show the exposed thong occurring across a spectrum: sheer gowns that reveal lingerie, thong‑over‑pants nods tied to Y2K nostalgia, and even thong sandals enjoying a separate moment in footwear fashion [9] [10] [11]. Analysts argue designers are reframing thongs as “statement pieces” or hybrid garments, not merely underwear, which informs both runway experimentation and product development strategies [10] [8].
5. Cultural reaction and regulations: acceptance isn’t universal
While fashion and market reporting emphasize empowerment and nostalgia as justifications, mainstream outlets document pushback: debates over decency rules and policy responses have emerged (for example, a Greater Sydney leisure‑centre ban on thong bikinis sparked controversy), showing that public acceptance varies by context and geography [6]. Business reports themselves warn of “cultural backlash” that brands must manage [4].
6. Commercial opportunities — and tensions — for brands
Analysts recommend capitalizing on search peaks (Q4 and Q2), focusing on lace and decorative variants, and exploring eco‑friendly materials; they also flag potential saturation and the need to balance subversive styling with mass‑market sensibilities [4] [8]. This shows an implicit commercial agenda in the reports: they’re advising how to monetize the trend rather than simply cataloguing cultural meanings [4].
7. Limitations, gaps, and what the sources don’t say
Available sources do not mention long‑term sociological studies linking thong visibility to measurable changes in body image across populations, nor do they provide comprehensive sales data verified across multiple retailers—most trend numbers come from specific market reports [4] [2]. Public‑health or labor implications of these fashions aren’t addressed in the supplied coverage (not found in current reporting).
8. Bottom line for readers and wardrobe decisions
The exposed‑thong revival is real in media, runway and targeted market reports, with measurable search and sales signals around early‑2025 peaks and clear celebrity amplification [1] [2] [4]. Yet acceptance varies: designers and some retailers celebrate it, analysts recommend monetizing it, and local authorities or institutions may push back—so individuals and brands should weigh aesthetics, context, and likely public reaction before adopting the look [6] [4].
Sources cited: Hailey Bieber coverage and celebrity fashion [1] [7]; market/Google Trends and product reports [4] [2] [10] [5] [3] [8]; mainstream cultural reaction [6]; styling/footwear context [9].