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After 15 Years, L'Eggs Ads Return to TV

Can new styles (and Duchess of Cambridge) revive fading fashion?

By Mark Russell,  Newser Staff

Posted Nov 12, 2011 2:45 PM CST

(Newser) – Pantyhose sales have been sagging badly for years now, thanks to more casual fashions, open-toed shoes, and changing tastes. Even First Lady Michelle Obama refuses to wear them anymore. But now that the decline has "somewhat stabilized," in the words of one retail analyst, and the latest fashion trend is for skirts and dresses, the pantyhose company L'Eggs is launching a new ad campaign to revive the once-popular leggings, writes Slate.

L'Eggs aired its first ad in April, and is rolling out more now to benefit from the traditional hosiery-sales boost during the cooler autumn months. In particular, L'Eggs is pushing sheer pantyhose, which has developed a reputation for appealing to grandmas—and, strangely, Hooters waitresses (unlike the bright colors and funny patterns of "novelty" hosiery, which have stayed generally popular). With Duchess of Cambridge Kate Middleton being a prominent pantyhose wearer, you'd think the time is right for a revival, but Libby Copeland remains skeptical on Slate: "The sort of polished look that pantyhose offer looks antiquated now," she writes.

The new ad from L'eggs for their sheer pantyhose.
The new ad from L'eggs for their sheer pantyhose.   (leggs.com)
L'eggs first TV ad in 15 years is trying to make sheer pantyhose fashionable for young women again.
L'eggs first TV ad in 15 years is trying to make sheer pantyhose fashionable for young women again.   (www.leggs.com)
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The latest ad for L'eggs pantyhose.   (dDn3D0RhUKY)

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COMMENTS
Showing 3 of 4 comments
binky45
Nov 14, 2011 7:38 PM CST
Will you fashionistas please give up this war on leg wear. Stockings on legs are sexy. This ridiculous, bare legged trend (hopefully short-lived trend) has gone way too far! I've had enough of looking at feet, ligaments, arteries and scars acquired during a lifetime when I see a women wear a skirt/dress. Bare legs IMO are a clammy and boring! It started as an excuse to be more comfortable during the summer and now women are kidding themselves that it looks better. It doesn't! Not wearing hose is a “hard” look ladies. Yes, bare legs, especially during warm weather is an option but women who have no business going bare legged are doing so when it's 30 degrees outside because they think it's chic. The best part of seeing a lady in a dress is to see her legs in nylons IMO. Sorry but hosiery IS sexy and that's why women have been wearing them for as long as I've been alive. For those who think they're not in style. Any article of clothing if not worn properly such as ties, blazers and hats can have a negative impact on someones look. You self proclaimed fashionistas should try steering women away from fake-n-bake tans, tattoos and wearing flip-flops every day and let them wear hose like ladies if they wish to do so. A leg Man's opinion!
dawnarun
Nov 14, 2011 4:52 PM CST
My mother taught me to always wear pantyhose, stockings, or tights with a skirt, such that I don't even thinking about it when I wear them. I don't find them uncomfortable or inconvenient and I really like how they feel. I do acknowledge they're out of fashion but I always get compliments from men and women on my wardrobe as a whole so I'm not too worried. As further incentive, the men in my life go absolutely crazy for them. Initially some of them are perplexed by them, but after they run their hands up and down my legs once or twice they love the texture and will spend hours just running a few fingers over them when we watch tv or have dinner at a restaurant. It's nice =)
schmidtkoff
Nov 12, 2011 6:25 PM CST
since i have not worn a skirt in some 15 years or more, and not have seen the former ubiquitous L'Eggs displayed i assumed that the panty hose was dead. yet what does one wear on one 's legs under a long skirt - a short skirt? well one could go with knee highs on the long.but still kinda icky. short? one is relegated to (OMG) garters and silk stockings? well it all seems just too antiquated. with spray on tan perhaps the dilemma could resolve the issue. or pants only. garters and silk stockings? still kinda sexy but not applicable to an power office setting of course and unless you have a kinky boss.

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