Finding underwear that doesn't feel like a punishment shouldn't be this hard. You know the drill. You buy a cute set, and by 2:00 PM, you're contemplating a tactical retreat to the office bathroom just to adjust a strap or peel a lace edge off your skin. It’s annoying. It's also why State of Day Intimates has been popping up in every targeted ad and "get ready with me" video lately.
People are tired of the "supermodel" aesthetic that feels like wearing a scratchy birdcage. We want softness. We want things that actually fit a human body that sits in chairs and eats lunch. State of Day basically leaned into that exact sentiment, positioning themselves as the brand for the "rest of the day"—not just the five minutes before the lights go out.
What Actually Is State of Day Intimates?
If you haven't scrolled past them yet, State of Day is a relatively fresh player in the "comfort-first" lingerie space. They aren't trying to be Victoria’s Secret, and they aren’t trying to be a medical supply store either. They sit in that sweet spot. Think buttery fabrics, muted tones, and silhouettes that actually stay put.
Honestly, the brand feels like a direct response to the burnout we all felt from wearing heavy underwires for a decade. Their philosophy centers on the idea that "state of day" isn't just a time; it’s a mood. Are you in a "comfy at home" state or a "powering through a 9-to-5" state? They’ve got layers for both.
The Fabric Factor
Most cheap intimates use a polyester blend that feels like plastic after three washes. State of Day emphasizes Tencel, Modal, and high-end cotton blends. These aren't just buzzwords. Modal is actually carbon-neutral and way more breathable than synthetic nylon. It matters because breathability is the difference between a good day and a yeast infection. Seriously.
The weight of the fabric is another thing people notice. It's thick enough to feel "held in" but thin enough to disappear under leggings. That is a hard balance to strike. Most brands go too thin (hello, panty lines) or too thick (hello, swamp suit).
Why the "Comfort Revolution" Isn't Just a Trend
We saw a massive shift around 2020—for obvious reasons—where wire-free bras became the gold standard. But even as the world opened back up, we didn't go back. Brands like State of Day Intimates are thriving because the consumer mindset has fundamentally changed. We’ve realized that being "snatched" isn't worth the rib pain.
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According to retail analysts at McKinsey, the "athleisure-adjacent" intimates market has outpaced traditional lingerie growth by nearly 3 to 1 over the last few years. People are voting with their wallets. They want items that transition. You want a bralette you can wear under a blazer and then sleep in if you're feeling lazy.
The Sizing Struggle
Let’s be real: sizing in the intimates world is a dumpster fire. A 34B in one brand is a "small" in another and a "medium" somewhere else. State of Day tries to fix this with a more inclusive range, but like any brand, it’s not perfect. Some users report that their more compressive pieces run a bit tight.
If you’re between sizes, the general consensus among reviewers is to size up. This is especially true for their bodysuits. Nobody wants a bodysuit that’s trying to cut them in half. Comfort is the whole point, right?
Real Talk: The Pros and Cons
Nothing is perfect. Even the softest bra has its limits.
The Good Stuff:
The colors are incredible. We’re talking earthy moss greens, dusty roses, and slate blues that don't look like they came out of a neon factory. The durability is also surprisingly high. Unlike some fast-fashion intimates that unravel if you look at them wrong, these hold up in a standard cold wash. Also, the lack of tags is a godsend. Who still uses tags? It’s 2026.
The "Meh" Stuff:
Price point. It’s not "Target cheap." You’re going to pay a premium for those sustainable fabrics. Some people also find the "minimalist" look a bit boring if they’re used to embroidery and bows. It’s very much a "clean girl" aesthetic. If you want high drama and rhinestones, you’re in the wrong place.
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How to Style Intimates as Outerwear
This is where State of Day really wins. The "underwear as outerwear" trend is still going strong, and their pieces are designed for it.
- The Bodysuit + Wide Leg Trousers: This is the ultimate "I tried but I’m comfortable" outfit. Their square-neck bodysuits look like high-end tops but feel like pajamas.
- The Bralette + Oversized Button Down: Leave the shirt half-unbuttoned. It’s effortless.
- The Cropped Cami + High-Waisted Biker Shorts: Perfect for a grocery run or a low-impact Pilates session.
The key is the opacity. You can’t see through these. That’s the major differentiator between a cheap camisole and something from State of Day. You don't feel exposed.
Sustainability: More Than Just a Tag
The fashion industry is one of the biggest polluters on the planet. Intimates are particularly bad because we replace them so often. State of Day’s move toward Modal and Tencel isn't just for softness; it's about longevity. When a garment lasts three years instead of six months, the environmental footprint drops significantly.
They also use recycled packaging, which should be the standard by now but sadly isn't. It's a small detail that makes you feel slightly better about your midnight shopping haul.
Comparing State of Day to the Competition
How does it stack up against the big dogs?
If you compare them to Skims, State of Day feels less about "shaping" and more about "living." Skims is great for that vacuum-sealed look, but it can feel restrictive. State of Day is more like a second skin.
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Against a brand like Aerie, State of Day feels more "grown-up." Aerie is fantastic, but it can feel a bit youthful with the bright patterns and lace trims. State of Day is for the person who wants their underwear drawer to look like a curated Pinterest board of neutral tones.
Maintenance Tips for Longevity
If you’re dropping $40-$60 on a bralette, please don't throw it in the dryer on high heat. That’s how you kill the elastic.
- Use a mesh bag. It prevents the straps from getting tangled around the agitator in your washer.
- Cold water only. Heat breaks down the fibers in Modal and Spandex.
- Lay flat to dry. Hanging them can actually stretch out the straps over time because of the water weight.
Final Verdict on State of Day Intimates
Is it worth the hype? If you value fabric quality and a minimalist aesthetic, yes. If you’re looking for heavy-duty support or "push-up" effects, probably not. This brand is for the person who wants to forget they’re wearing underwear.
It's about that feeling of relief when you get home, except you already felt that way all day. That’s the "state of day" they’re selling, and honestly, it’s a pretty convincing pitch.
Actionable Next Steps
To get the most out of your transition to comfort-first intimates, start with these steps:
- Audit your current drawer: Toss anything with poking wires, frayed elastic, or "mystery stains" that have survived five washes. If it doesn't make you feel good when you put it on, it’s taking up mental space.
- Measure yourself properly: Don't rely on a size you wore three years ago. Use a soft measuring tape around the fullest part of your bust and your natural waist.
- Start with one "Hero" piece: Don't buy the whole collection. Grab one signature bodysuit or the seamless bralette to test the fabric against your skin for a full day before committing to a total drawer overhaul.
- Check the return policy: Intimates are tricky. Make sure the brand allows returns on unworn items with tags attached, as fit is deeply personal.
Investing in what’s closest to your skin isn't vanity; it’s a basic comfort necessity that changes how you move through the world.