A commitment towards environmental sustainability among consumers has underscored the demand for eco-friendly lingerie. Triumph International, an underwear manufacturer, is just one brand incorporating materials such as organic cotton and bamboo charcoal into its Eco Chic and Organic Everyday series. 'Our organic cotton is cultivated without any use of synthetic fertilisers, herbicides for weeding, toxic insecticides or chemicals for farming, and has a low impact on the environment. Bamboo charcoal is naturally breathable, antibacterial and deodorising,' says Dianna Chan, head of marketing for ladieswear at Triumph International. The brand is looking at integrating further fashion elements into its Eco Chic series, including the use of natural dyes on decorative prints, Eco Chic lace cotton and embroidery designs. Aside from comfort, consumers are also looking for underwear collections that deliver body-enhancing effects. Triumph's butterfly effect bra is, for example, one new product gaining popularity. Its 45-degree wing-shaped symmetry, reflecting the shape of a butterfly, delivers maximum support and sexy elegant comfort. 'The centralised push effect and slim side silhouette enhance the sexy cleavage, and it is one of the latest trends of ladies' underwear,' Chan says. Other emerging trends are featured in Triumph's Shape Sensation Collection, with the use of lighter and smoother materials, a contrast to the traditionally thick and heavy-set materials used in shape underwear. 'The collection brings new excitement to shaping underwear. It effortlessly transforms female body contours while providing sexual appeal and visual allure,' Chan says. Burgundy red and royal blue are the hottest colours for autumn/winter 2010, with bras showcasing intricately detailed lace embroidery and luxurious materials for a romantic effect. Paris-based premium lingerie brand Chantelle has been a leader in romantic and glamorous lingerie since 1876. Its undergarments are made of the softest fabrics and luxurious laces with hand sewn details, small stitch needlework and special embroidery techniques. 'For Chantelle, lingerie is designed like a beauty secret, able to adapt to every woman to help express her personality the best she can, creating self-confidence and helping transcend her femininity,' says the Private Shop, a retailer of about 15 lingerie brands, including Chantelle, in Hong Kong. Chantelle's autumn/winter collection pays tribute to the personality of the Parisian woman, her charm and elegance, by using a subtle colour range which includes khaki, bronze, brown and ebony, evoking images of a chic safari, while the combination of violet and black is reminiscent of the brand's legacy. Meanwhile, fancy and funky prints are the newest underwear trend for men. HOM, a men's line which is a subsidiary of Triumph International, incorporates comic, splash and graffiti elements into its core overprint to attract young customers, says Myra Siu, HOM's brand manager. Those after monotones can go for plainer darker styles with unique prints. Low waistbands are still popular, while designed waistbands completing the winning look. Comfort is an important element for men's underwear, with cotton stretch materials providing unprecedented ease to those who are active, Siu says. Shapewear is also gaining popularity among men who are increasingly concerned about the effect of underwear. 'Underwear with good cutting can enhance men's masculinity and boost confidence,' she says.