Belfies...*

A young generation of women is discovering a new brand of sexy in the most unlikely of places: their grandmothers' underwear drawers.

"When I walk into a lingerie store, I'm always like, 'O.K., which drawer in here is for the grannies?' " 

That preference led to found Ten Undies, a line with a cult following that sells cotton full-bottom bikinis, boy shorts and high-waist briefs not unlike the kind immortalized in "Bridget Jones's Diary." ("Hello, mommy.") Ten's wares are comfortable and practical, to be sure, but that's hardly the only draw.

"Within millennial and Generation Y consumer groups, it's considered cool to be wearing full-bottom underwear," said an apparel analyst. "Thongs have had their moment."

There has been a "shift in the business."  The trend is in line with the higher-waist and roomier pants styles that have dominated fashion this season.  Young women are embracing "granny panties" and not just for laundry day.

Besides sales, the "feminist underwear" has inspired countless Instagram "belfies" (that's a selfie for the behind). Customers eager to show off their feminist convictions as well as their pert posteriors.

"Most lingerie is designed to appeal to a man,". This is underwear you wear totally for you. Maybe no one will see it, or maybe you'll put it up on Instagram to share with everyone you know."

"I think there's a widespread misconception that men are into pearl thong, lace contraptions. "To be honest, men are into girls in T-shirts and white underwear."

It all depends.         Just a thought.