The world of lingerie has really come into its own in the past few years. Thanks to a necessary industry shake-up and a new generation of underwear brands like Savage x Fenty and Skims, these days our intimates are less about treating the male gaze and more about feeling comfortable, treating yourself, and feeling amazing in your own skin, on your own time. And can we just say—amen to that?
Lingerie is like fancy loungewear and—unlike your activewear, wedding dress, or your office attire—it doesn’t need to be practical, suitable, or fitting for the occasion. It can be just for you. From fancy sets to save up for and lingerie made for lounging, keep scrolling for the best lingerie brands to shop now.
Butter
This fresh Aussie intimates label is all about soft buttery fabrics, flattering fits, and feeling comfy whether you're lounging at home or running errands. Butter's debut collection features a scoop-neck crop, a perfect-fit body suit, a plunge bra, a thong, briefs, and cute tube socks—all in dreamy buttercream and coffee shades. The Butter team has taken time to choose planet-friendly materials and a perfect fit for all bodies is also front of mind. .
Nala
Also from Australia, Nala launched in October 2022. Inspired by the rebellious spirit of the New York City fashion scene, Nala does fierce sustainable intimates in electric colourways and inclusive sizing. The idea was to bring vibey cobalt blue and cherry red into the sea of beige, black and white currently dominating the size-inclusive, eco-friendly underwear world. Nala's impressive size ranges from XXS to 5XL for underwear and A to G cups for bras and bralettes. .
Dora Larsen
There's a lot to love about UK-based lingerie label Dora Larsen. Firstly, this brand is all about dreamy candy-like colour matches designed to lift your mood. No boring black and beige here—think cherry red with hot pink, bright turquoise, and rich burgundy, mauve, and olive green. Secondly, Dora Larsen is committed to sustainable style, using earth-friendly fabrics, limiting production runs, and donating a portion of profits to charities that support either environmental or social change. And lastly, this is a label that's 100% about dressing to impress—yourself. .
First Thing
"The power of a good set of underwear is often underestimated," says Georgia Gazal, founder of Aussie lingerie brand First Thing. "It has the opportunity to transform your confidence." Made from buttery, breathable fabrics like modal, First Thing'sfirst collection of bras and underwear has been designed to feel like second skin, moulding to your body shape. Choose from 10 different styles in tonal colours like chocolate, taupe, and blush, with each piece available at super-friendly prices..
Mary Young
When launching her eponymous label in 2014, Mary Young's plan was to create lingerie that would ignite and inspire moments of self-love and acceptance. Her current collections cleverly blur the lines between lingerie, loungewear, and activewear—creating a new sort of lifestyle look that feels very fresh (and very 2022). .
Hopeless Lingerie
Self-described as dark, modern, and romantic, Hopeless creates made-to-order sets that wouldn’t feel out of place in a vampire movie—and honestly, it’s a vibe. From Melbourne, the label's collections typically stick to traditional lipstick red and black colours, with the occasional burst of romantic florals or leopard print. Being made-to-order, sizing is customisable too, so Hopeless can fit any body. .
Simone Pérèle
Aside from cheese, croissants, and red wine—the French are never wrong about timeless, effortless style. That's what this heritage French label brings to the world of lingerie, think classic no-fuss cuts designed for comfort but without compromising on a flattering cut, a touch of lace, or fine detailing. A true wardrobe staple. .
Fleur Du Mal
Named after a collection of poems by Charles Baudelaire called Les Fleurs du Mal, this line of lingerie has been a big-time favourite with the fashion set since launching back in 2012. It's powerful, sexy, stylish, and feminine—and though the sets are a little on the pricy side, they are definitely treasures you'll love for years to come. .
Yasmine Eslami
The cliche about Parisian style really rings true for Yasmine Eslami. Elegant, effortless, easy, and understated are all words we'd use to describe this Paris-based brand, which was launched by designer Yasmine Eslami in 2011 and has since branched out into swimwear, loungewear, and mens' underwear. If frills and bows and cheesy colours are a major turn-off for you, you'll love these modern sets. .
Fruity Booty
This super fun London-based label has been popping off on Instagram, and it's not hard to see why. As well as creating cute 90s inspired knickers (with embroidered cherries and saucy slogans), the brand is completely dedicated to sustainable, earth-friendly processes, doing limited runs of each style and making moves to cease using virgin fabric from 2021. .
Le Petit Trou
Loved for its dainty, detailed, Bridgerton-worthy bralettes—Le Petit Trou is for when you want to feel extra feminine and flirty. Think bow-tie straps, ruffles, glitter, and lace—all this without being over the top. Created by Polish designer Zuzanna Kuczyńska, each piece is packaged up as a gift, so what better way to treat yourself? .
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CUUP
CUUP is all about inclusivity, size diversity, ageless beauty, and feeling maximum comfort in your own skin. The brand's founders developed a set of five core bra styles—Balconette, Plunge, Scoop, Triangle, and Demi—and each comes in a range of colours and an even bigger range of sizes. .
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Image credit: Dora Larsen | Butter | CUUP, Butter, Nala, Dora Larsen, Mary Young, Hopeless, Simone Pérèle, Fleur du Mal, Yasmine Eslami, Fruity Booty, Le Petit Trou, CUUP
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