Forever Yours Lingerie

Bras have come a long way since Madonna’s famous cone look during her 1990 Blond Ambition tour, but if you ask Sonya Perkins, owner of Forever Yours Lingerie, it’s a style that’s still around in some parts of the world. “That’s a very European look,” she says. “There are a lot of European brands, and we do carry a lot of those brands, so that’s one thing we always have to be careful with when we’re buying; that we don’t buy anything that’s too pointy.”

While it’s very continental to play around with different styles and shapes, Sonya finds Canadian women prefer a softer, more rounded look with their bras. And though styles have changed dramatically since the Madonna look, Sonya predicts changes in the future will be more subtle and discreet. “It’s all technology in the fabrics and in the way things are put together and in heat control fabrics,” she says, “so a lot of these companies are just getting more and more technical.” Sonya points to sportswear as a way technology has driven clothing to be more fashionable and comfortable, and says bras and lingerie will follow suit.