The functionality of underwear grew during the 1970s and 80s to add a whole new aspect to it, which was fashion. Long gone was the simple purpose of having something to wear underneath your clothes. It became sexy and fashionable to care about what you wore underneath it all.

Sex appeal was the sole marketing campaign for underwear and also for swim garments, including bikinis, bathing suits, and swim trunks. Society became accustomed to seeing these images over and over again in popular culture. So much so that designs based on underwear eventually became part of normal wear, now worn over other clothes. Many pop stars of the 80s helped make this a full blown trend.

G-strings, originally worn mostly by strippers and various staff members of gentlemen's clubs, became a staple in the 80s for swimwear in countries like Brazil. This trend would catch up with the rest of the world by the 1990s. And in current times, the g-string has transformed into underwear commonly known as the thong. Thong underwear is categorized, of course, by a design where a slip of fabric of varying widths is enclosed between the buttocks to hide the appearance of underwear lines. It has already become one of the most popular underwear styles worn by women. The male consumer is also warming up to the idea of adventurous undergarments, as thong wearing has been on the rise with them.

The use of sexual images to market underwear made by such designers as Calvin Klein became popular, showcasing scarcely dressed models that had a definite sex appeal to them. Mark Wahlberg broke free of his "Marky Mark" rapper persona in one of these advertising campaigns, which helped him become a marketable icon and famous actor. One of his first starring roles actually focused on his sexual image in the film "Boogie Nights." From this launching pad, he's gone on to star in many hit movies, and earn the respect of film buffs everywhere. In what other era would a mainstream film star be able to say that dropping his pants did wonders for his career?

According to market research firm Mintel, in January 2008, the men's underwear market in the UK was valued at 674 million pounds or over 1.3 Billion US dollars. And sales of men's underwear rose by twenty-four percent between 2000-2005. Women's underwear stores such as Victoria's Secret are also a huge industry, openly marketing the sex appeal of undergarments and swimwear. Victoria's Secret's commercial campaigns and catalogs are popular with more than just women, as many men also use them to purchase sexy garments for their partner.