The 3 Moves That Decide Who Wins Peak 2025

Plus: Spanx taps luxury knitwear to drive outfit-based cross-sell

Author

Avinash Duggempudi
October 09, 2025 • Estimated Reading Time: 5 minutes

ClickZ Underwear

Here’s what’s happening this week in the world of e-commerce and performance marketing for underwear and intimates:
- PFAS-free incontinence launch raises compliance bar in intimates.
- Spanx x La Ligne pushes outfit-based cross-sell into knitwear.
- Men’s ‘executive’ underwear reframes comfort as performance.
- Julia Fox fuels AP’s 90s, cross-category campaign buzz.
- Subscriptions surge spotlight styling and rental as growth levers.

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

📌WEEKLY MUST-KNOWS

For its 25th anniversary, Spanx launched a La Ligne capsule of cashmere/wool sweaters ($350–$450) styled to pair with SPANXshape 360 Corduroy bottoms and fronted by Tracee Ellis Ross. The move pushes shapewear into outfitting and higher AOV knitwear, creating cross-sell moments beyond intimates. Shapewear and apparel brands can study price anchoring, celebrity-led creative, and digital distribution to lift LTV.

MEN’S SEGMENT & POSITIONING
Next Gen Underwear Morning Mogul Launches for Executives
Morning Mogul debuted a men’s “executive” boxer brief line positioned as professional essentials with breathable, temperature-regulating fabrics. The framing recasts men’s underwear as performance workwear, opening new targeting, corporate gifting, and premium pricing plays. DTC men’s brands and marketplaces can test segment-specific messaging tied to productivity, comfort, and travel.

CULTURE & INCLUSIVITY
Underwear as Expression: When What's Hidden Becomes Part of Your Story
An industry essay highlights underwear’s growing role in identity and inclusivity, with gender-neutral lines and performance fabrics shaping confidence and behavior. This cultural lens is influencing assortment breadth, size runs, and PDP storytelling across intimates. Brands prioritizing personalization, representation, and body positivity can translate these signals into creative that drives loyalty and conversion.

TikTok Shop’s live selling has become a core revenue engine, with 8 million hours of Lives in 2024 and brands posting seven-figure results via creator and seller streams. This shifts budgets toward live, affiliate, and creator-hosted commerce while proving success beyond “instant-result” categories. CMOs and performance teams must build live-specific launch plans, inventory holds, creator enablement, and measurement.

⚡QUICK READS

Julia Fox Sizzles In Lace And Little Else In New Luxury Lingerie Campaign: Mainstream pickup via Page Six extends AP campaign reach—expect earned media compounding branded search and upper-funnel efficiency.(More)

32 Clothing Subscription Boxes For Anyone Who Needs An Easy And Stylish Closet Update: Subscription styling and rental (e.g., Stitch Fix, RTR) keep gaining share—test underwear bundles and VIP memberships for retention and LTV.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division