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Self Confidence Survey

We surveyed over 2,000 Britons to discover how clothing affects our confidence. Here’s what we discovered…

Written by Liv Grady

November 4, 2021

graphic illustration of self confidence

Our clothes can have a huge impact on our self confidence. Whether it’s that pair of jeans that makes your bum look amazing, that date night lingerie set or that workwear outfit that helps you feel like a boss, we all have items in our wardrobes that make us feel like a bad b.

We believe everyone has the right to feel self-confident (no matter what they’re wearing). So at Missguided HQ we decided to do some digging to find out which items of clothing make us feel the most confident. We surveyed over 2,000 Britons to discover how clothing affects our confidence. Here’s what we discovered:

Most Brits said they don’t feel confident in any kind of clothing 

We can see that there’s work to be done when it comes to the UK’s self confidence, as the survey results revealed that almost 40% of Brits say there are no items of clothing which make them feel confident.

Jeans are the item of clothing that make us feel most confident

Jeans were revealed as the item of clothing that makes us feel most confident. Around 12% of Brits said wearing jeans gives them a confidence boost. This was followed closely by bras (9%) and knickers (9%).

pie chart infographic regarding self confidence

“New underwear can help ignite your self-confidence – the survey revealed that men are more likely to buy themselves new underwear at least once a month”

1 in 4 men said they treat themselves to new underwear at least once a month. This was compared to just 1 in 5 women. That said, women are more likely than men to buy new underwear at least once a year – 90% compared to 88% of men.

infographic about underwear buying

Belfast, Norwich, and Sheffield feel most comfortable in their underwear

Belfast, Norwich, and Sheffield were revealed as the cities who feel most empowered in their underwear. Around 1 in 4 people in these cities said wearing underwear helps them feel confident and we love to see it.

On the other side of the spectrum, roughly only 1 in 10 people from Glasgow, Southampton and Edinburgh said they felt most comfortable in their underwear.

Map infogrraphic of self confidence in clothes

Scotland, the Southwest and the Northwest lack confidence wearing their undies

The regions revealed to feel least confident in their underwear were Scotland, the South-West and the North-West. In fact, just 12% of Scots said they felt comfortable in their undies.

In contrast, people from Northern Ireland, West Midlands and Yorkshire and the Humber said they felt confident in their underwear. Across these three regions, an average of 23% said they feel confident in underwear.

Map infogrraphic of self confidence in clothes

So there you have it. We’re a mixed (laundry) bag across the country. We love to see people empowered in whatever they wear and if you wanna learn how to become more confident our best advice is to wear what makes you most comfortable and own whatever you’re doing.