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Or is it simply the result of a dystopian tech nightmare, where so much of our life is lived online that “innerwear” – clothes for wearing in private – are now our de facto uniforms?

As Man Repeller puts it: “Innerwear is outerwear because what we do inside is no longer private.”

It’s a cornerstone of creative director Julia Haart’s reinvention of the Italian innerwear brand, which includes ready-to-wear, sleepwear, beachwear and accessories.

The retail prices range from $527 to $739 for outerwear and $157 to $422 for innerwear and pants.

Through sleek websites, hip campaign imagery, savvy fit options and compelling social media feeds, companies like Lively, Lonely and Adore Me are making it easier than ever for the online set to shop innerwear.