What can we learn from the discourse around "Sundress Season"? - The Shop Shop Lynchburg Marketing Agency

When I write about a trend after it’s passed, I do so for two reasons. First, I think it’s going to trend again in the next year. So, I’m publishing my thoughtful take on a buzzword 12 months before it trends again. Second, I think there is something to be learned that predicts the next trend. In the summer of 2024, sundress season developed a discussion that’s worth exploring beyond the latest temperature drop.

Why?

The discourse surrounding sundress season tells us a lot about the voices that continue to shape fashion conversations (and it’s not just the consumers).

What is Sundress Season?

The term entered the popular imagination in 2010, when an episode of How I Met Your Mother had Barney (Neil Patrick Harris) extolling the virtues of the garment. “The sundresses, Ted! I don’t think I can make it another eight months with no sundresses,” he says, then poses a riddle: “What piece of women’s attire most stokes a man’s desire?” “What lightweight outfit, pink or white, makes the front of my slacks abnormally tight?” The sundress discourse, explained, Rebecca Jennings, Vox

Each time the weather turns warm, the topic resurfaces. Sundress season starts in spring when women begin wearing dresses without layers on top of them. It ends — whenever we’re sick of those floral prints and Target starts stocking Halloween decor.

But, the term sundress season refocuses the fashion cycle on men as the consumers of visual content (which is the least icky way I can think to describe this objectification of women in the online space).

What is a sundress exactly?

This year, the definition of a sundress itself came under scrutiny with cultural lines being drawn.

In mid-April, Jacqueline Ryan, a 24-year-old in Baltimore, posed the question to her TikTok following. “I see all these videos of men saying how much they love sundresses,” she said, “What is a sundress? I own every dress. Which one is the sun one?” The video ended up getting more than 9 million views, but even after thousands of comments, no one could provide a definitive answer. The sundress discourse, explained, Rebecca Jennings, Vox

To summarize, the internet disagrees about the composition of the sundress and that made related posts fertile ground for engagement.

The Classic Lilly Pulitzer Sundress

When I think of sundress, my mind dives into sartorial history. The Lilly Pulitzer sundress changed the way modern women wore clothes. Working at her family’s juice stand, she designed a dress with a pattern that could camouflage stains. She also was known to design in such a way that the dresses could be worn without constraining undergarments, yet still hold a flattering shape. The style became iconically preppy with clean lines, bold patterns by Suzie Zuzek, and colorful hues. Accessories and details were simple, perfect for summer activities.

The Role of Shapewear

“As it turns out, those who like shapewear the most tend to be those who enjoy health and fitness activities, but don’t consider themselves passionate about it. Those who don’t like it, on the other hand, are more likely to be fitness enthusiasts. The same is shown among shapewear intenders, however.” Social Media and the Shapewear Revival, Civic Science

In recent years, dresses have taken on a new shape — between the prevalence of photo editing on social media and the rise of shapewear for everyone (even the young and slim). Visible panty lines are out, hip-hugging styles are in, and that leaves slimmed shapes squeezing into body con styles.

“…while shapewear is far from new, it seems this current revival may be thanks (in part) to the impact of social media on potential shapewear consumers who are eager to spend and easily influenced.” Social Media and the Shapewear Revival, Civic Science

If the camera adds ten pounds then, iPhone faces have been trying to find ways to shrink them back — mostly with shapewear (plus filters).

It’s a departure from the previous iterations of undergarments which were focused on support more than simply sucking in.

“Shapewear’s sphere of influence goes beyond Yitty, SKIMS, and Shapermint and can be traced back to the 1500s when corsets were initially v-shaped, shorter, and not tied tightly, as they were intended to be worn for breast support– not for waist cinching. However, as fashion trends shifted during the Victorian era, the promotion of “a flat front and bustle behind” and the hourglass figure led to longer, tighter-fitting foundation wear that accentuated and created the illusion of a smaller waistline.” How Shapewear is Silently Reshaping the Plus-Size Landscape, Essense

That demand for a smaller waistline has continued as people learned to manipulate images and later videos to create a visual ideal.

“As societal norms continued to promote thinness and hourglass shapes as body standards due to the rise of media and shifts in gender norms, women and femmes began to forgo corsets and opted for girdles as a more practical option, thus leading to the inception of brands such as Lycra in 1958 and Spanx at the turn of the 21st century.” How Shapewear is Silently Reshaping the Plus-Size Landscape, Essense

The body trend seeks a Kardashian-style curve, with a bust-waist-hip ratio that is difficult to obtain naturally.

“Throughout the early 2000s and 2010s, shapewear became increasingly important in being used as a corrective tool to achieve the coveted skinny body. Although thin people utilized formation garments to perfect their physiques, fat women and femmes faced even more challenges and societal pressures to conform due to their size being deemed undesirable and problematic.” How Shapewear is Silently Reshaping the Plus-Size Landscape, Essense

Furthermore, the curves are expected to be smooth without those pesky bumps that normal bras and panties leave under form-fitting clothing. However, women at any size, tend to exist in the physical space — and have bumps. Essense’s article details the toxic tension between form-fitting styles and hidden shapewear on social media.

“According to Tillman, digital platforms not only serve as a marketing tool for brands where they post their content and collaborate with influencers, including those who are plus-size, to promote their products, but the prevalence of this content helps to promote unrealistic beauty standards.

A lot of plus-size influencers do not disclose that they are wearing shapewear in their videos while showing themselves putting on an outfit from a different brand,” Tillman said. She notes that the average person watching thinks that the clothes are going to fit them the same way, but when it doesn’t, it contributes to a “feedback loop” of negative self-image.” How Shapewear is Silently Reshaping the Plus-Size Landscape, Essense

We’ve added body-shape shaming to body-size shaming. While the emotional impact is worth noting, there are also physical risks to consistent shapewear use.

“Plenty of research also shows that using corsets and waist trainers long term can cause problems – from digestive issues to even organ damage at the extremes. Some women who wear shapewear between 8-10 hours a day for many months have also reported tingling, acid reflux, organ compression and breathing problems.” Corsets and waist trainers: how celebrities and influencers have driven our modern obsession with shapewear, The Conversation

The rise of shapewear has influenced the silhouettes that we think about when someone says, “sundress”. It’s no longer the easy-wear, warm-weather garment of yesteryear. It’s tight and requires specific, constraining underwear to achieve the trending look.

“Social media platforms amplify these issues by showcasing unrealistic beauty standards through influencer collaborations and content that often fails to disclose the use of shapewear, creating a misleading perception of how clothes fit diverse body types.” How shapewear is impacting plus-size fashion and body image, RollingOut

What was once a fun, freeing summer style has become something performative. Since the origination of the phrase, sundress season has been about men, and its resurgence as a trending term begins with the male gaze. It’s not about wearing the sundress. It’s about being seen and objectified in sundresses.

“Clearly, the sundress does come with some gender-role baggage, but that doesn’t mean one can’t be worn as a celebration of femininity. You decide your own sundress discourse. After all, in 90-degree heat, sometimes nothing else will do. ” – What Even Is a Sundress?, InStyle

This millennial often forgets that we’re living in a post-ManRepeller era where all things demure, coquette, and milkmaid flood our feeds. But who says the term won’t take a new turn in 2025?

How to Stay Ahead of Sundress Season Next Year

If you check Google Trends, the term has spiked every spring since April 2016 with 2024 as the highest to date. It’s definitely going to come back again in 2025 with references to last year’s viral videos, as well as, the original How I Met Your Mother clips.

If you want to rank for it on Google, plan to work the keywords into your site now with a cheeky collection or a thoughtful article. On social media, stir up the conversation about what makes a sundress as sundress early. You might be surprised about what people have to say.

It’s definitely ripe for a conversation about not just what a sundress is but what wearing a sundress means in 2025 — and beyond.

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