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The Lingerie Brands To Know Now, From La Perla To Skims

Here's a list of the best lingerie to invest in now, whether you're all about invisible thongs or 'granny' pants

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Deliberating the best lingerie brands to buy from is a tricky one – underwear shopping is hard enough at the best of times.

Whether you're strictly a 'granny pants' woman or a die-hard La Perla fan, you can't deny the importance of underpinnings. They provide a solid foundation for your outfit (there's a reason VPLs are no longer a thing, and it's thanks to seamless thongs), but they can also reflect your mood. During lockdown, searches for non-wired bras spiked by 40% YOY according to Figleaves; which means most of us were opting for comfy undies along with a new loungewear wardrobe.

In 2024, some of us are sticking to bralettes while others rejoice in more luxurious purchases. Luckily, circumstances have forced brands to innovate, meaning now there's even more choice than ever before. Labels like Skims and Savage X Fenty have paved the way for more ergonomic, playful and size-inclusive designs, and many others are soon to follow.

How to shop for lingerie online

Buying bras online isn't the easiest, as sizes differ between brands. However, if you're keen to avoid schlepping to the high street, fret not. Plenty of retailers offer an online bra-fitting consultation or you can suss things out for yourself using Nudea's genius tape (buy here for £5), which takes an accurate underband reading using a slider fastening and even measures each individual cup size separately.

If you know your size but you're unsure of what styles will suit, there are a few basic rules to arm yourself with. Triangle and non-wired styles are easier for A-C cups as they usually don't provide a huge amount of support. Padded styles will give a fuller shape, while unlined bras create a more natural-looking silhouette. Finally, there's a big difference between balconette and high-apex cups, so pay attention to your breast shape and zoom in on product detailing for a good indication of whether something will suit.

Keep scrolling to see ELLE UK's pick of the best lingerie brands to shop in 2024.

Free People

model wearing free people lingerie

Best for off-duty comfort

Free People might not be the first place you think of when shopping for lingerie, but the beloved brand's in-house underwear line, Intimately, is an insider secret worth knowing.

This season, the brand has dropped a collection of perfect boxer-style shorts – Hailey Bieber would approve – alongside wireless triangle bras and waist-contouring thongs that combine style with serious comfort.

SHOP FREE PEOPLE

SKIMS

bestlingeriebrands skims
Instagram

Best for inclusive shapewear

When Kim Kardashian launched SKIMS in September 2019, she brought shapewear into a new era. Her ultra-stretchy control collection boasts a plethora of cuts designed for backless, one-shoulder, slit-side and plunging clothing – and it's actually comfortable to wear.

Even when the pandemic hit and clothing sales took a nosedive, the brand kept on growing. Its comfortable thongs (seriously: we thought there no such thing) and 'Fits Everybody' bralettes were perfect for lounging and WFH in. The best bit about SKIMS, though? Customers can choose from nine different nude shades and sizes range from XXS to XXXXXL.

SHOP SKIMS

Lounge

lounge lingerie brand
Courtesy Lounge

Best for the ultimate everyday bra

Co-founders and real-life couple Mel and Dan created Lounge ten years ago with the aim of crafting everyday underwear that was both comfortable and chic.

This year, they're gone viral: and for all the right reasons. When the duo launched a pre-order for their new Plunge Bra, which promises to be so comfortable, you'll forget you're wearing it, existing customers stripped the shelves before even seeing what it looked like. Tiktok stars including Francesca Farago only fuelled the demand, raving about the silky stretch fabric and body-moulding fit. Now, the Plunge Bra and its Bralette sister are fully stocked and ready to be snapped up. We'd suggest buying both.

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Coco de Mer

lingerie brand coco de mer
Courtesy Coco de Mer

Best for seductive styles

Founded just over twenty years ago by Lucy Litwack, Coco de Mer was one of the first brands to celebrate female pleasure, reframing erotica in a wholly indulgent, luxurious light.

Now, the brand is a go-to for sexual wellness products, toys, and lingerie that combines seductive details with beautiful fabrications. Expect liquid-satin slips with body-contouring cutaways, feather-fine lace bras and bodysuits that master the art of conceal-and-reveal.

SHOP COCO DE MER

Intimissimi

best lingerie brands
Intimissimi

Best affordable lingerie brand

Founded in 1996, Italian lingerie brand Intimissimi is a pillar of the upper high street around the globe. The affordable underwear label is a go-to everything from shapewear solutions and everyday T-shirt bras, to luxe lace-trimmed and silk-satin lingerie. The brand also has an impressive list of celebrity collaborations under its belt: Irina Shayk, Gisele Bundchen, Sarah Jessica Parker and, most recently, Jennifer Lopez.

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Agent Provocateur

lingerie brand agent provocateur
Courtesy Agent Provocateur

Best Sexy Lingerie Brand

Agent Provocateur was founded in 1994 by Joseph Corré, the son of Vivienne Westwood. The clue is in the name when it comes to this brand: it's provocative, alluring and overtly sexy, embracing and owning sexuality while celebrating the female form.

Talking of bodies, we're pleased to see the brand has recently stepped up its game diversity-wise and there are models of different shapes and sizes on the site.

As for the designs you can expect to find every lingerie style imaginable. Choose from basques, bras, garter belts, chemises and thongs in leopard-print, lace, cut-out satin and crystal-embellished mesh.

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Cou Cou Intimates

best lingerie brands
@coucouintimates

Best for cotton undies

You know those pointelle-knit thermals you used to wear as a kid? Well now they're officially cool, and even sexy, thanks to Cou Cou Intimates. The lingerie brand launched in 2017 with a clear USP: cute cotton undies, made from 100% GOTS-certified organic fibres that are not only sustainable and compostable, but better for gynaecological health. From the ditzy-print camisoles to the high-leg bodysuits and lace-trimmed slips, this is the kind of sultry-but-wearable 'lingerie' women can actually wear comfortably. Kylie Jenner was just spotted in the label's triangle bra yesterday– the fresh white complemented her new pink locks perfectly.

SHOP COU COU

Bluebella

best lingerie brands
Bluebella

Best female-founded lingerie brand

British label Bluebella was founded in 2015 by Oxford graduate Emily Bendell. Sales have skyrocketed since, with Bendell working to secure female investors and winning over stockists such as ASOS, Selfridges and Victoria's Secret. In 2023, the label collaborated with British golden girl Ashley Williams on a punky range of pyjamas and undies, and has recently expanded its more classic main collection – we're loving the crystal-encrusted bralettes and eyelash lace camisoles that are far too pretty to be hidden beneath clothes.

SHOP BLUEBELLA

Lemonade Dolls

best lingerie brands
Lemonade Dolls

Best subscription lingerie brand

Female-founded lingerie brand Lemonade Dolls launched just four years ago in 2019, and immediately made inclusivity its USP. Underwear sets are available in sizes UK 6-24 and they even offer a specific 'fuller bust' subscription. Memberships are totally optional – you can still buy one off sets – but they are economical. From as a little as £10 per month (for the quarterly subscription, read more here), you'll get a set sent straight to your door.

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Skarlett Blue

best lingerie brands
Skarlett Blue

Best lace lingerie brand

Designed in NYC and inspired by the sensuality of Paris, Skarlett Blue was founded in 2014 by a team of women designers and has become coveted for its sexy lingerie that’s perfectly comfortable for everyday wear.

Cut from luxurious lace in both structured and stretch finishes, the fabrics are made from pima cotton grown in the coastal valleys of Peru and punctuated with rose gold hardware. Prioritising exceptional fit and sumptuous quality, the brand offers briefs, bodysuits, bustiers and bras in an inclusive range of sizes – 30A to 40H. A brand fan? Kourtney Kardashian, who styled the Minx Lace Balconette Bra under a tuxedo suit to the 2024 Emmys.

SHOP SKARLETT BLUE

Stripe & Stare

best lingerie brands stripe and stare
.

Best Sustainable Lingerie Brand

Female-founded lingerie brand Stripe & Stare has been making waves since first debuting its eco-friendly knickers back in 2017. Made from sustainable jersey fibres spun from wood pulp, every pair is fully biodegradable (just remember to remove the lace trims when composting).

The brand claims it makes 'the world's comfiest knickers' that will never give you the dreaded wedgie; and while we were suspicious at first, we can vouch that these statements as indeed true. Plus, who doesn't love the throwback feels of girlish love-heart print and weekday multipacks?

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Eberjey

best lingerie brands 2022
Instagram

Best Comfy Lingerie Brand

You probably know Eberjey for its cult modal pyjamas, but did you know the brand also does beautiful lingerie too? When its female founders launched the label in 1996, they set out to make intimates for women first and foremost, rather than designing through the lens of the male gaze. Naturally, then, Eberjey's underwear is all about putting comfort first, with hardware-free, soft-cup bras and comfy stretch-lace. These everyday pieces just so happen to be incredibly pretty too. Win, win.

SHOP EBERJEY

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Scarlett Gasque

best lingerie brands
Scarlett Gasque

Best for corsets

Designed in London and crafted using silk, French tulle, Italian mesh, and embroidery, Scarlett Gasque creates high quality lingerie that's mort art than underwear. The star of the brand's show, however, has to be their 1950s-inspired corsets using flexible steel boning, ensuring maximum cinching with minimum discomfort.

Scarlett Gasque creates guilt-free and indulgent fun thanks so their high standards; their Italian mesh is Oeko-tex certified and their manufacturer in Romania aligns with the Business Social Compliance Initiative (BSCI). Being ethical and sustainable is so sexy.

SHOP SCARLETT GASQUE

Victoria's Secret

best lingerie brands 2022 victoria's secret
Instagram

Best Lingerie Brand Turn-Around

Victoria's Secret has has had a facelift in recent years. Having shed its 'you can't sit with us' reputation and halted those controversial fashion shows, the lingerie brand is back with a new look. We were sceptical at first, but VS has really come through. The Bond Street store now feels like a welcoming place open to all and the diverse imagery is more beautiful than ever before. Sizes are inclusive and there's a focus on comfort as well as allure – we couldn't recommend the comfy Cloud bras more.

SHOP VS

Nudea

best lingerie brands 2022
Instagram

Best Lingerie Brands For Basics

Nudea is the new sustainable lingerie brand you need on your bookmarks bar. The label is B-corp certified, carbon neutral on shipping, creates underwear made entirely from recycled materials and donates 1% of every sale to charity. If that hasn't convinced you to browse the brand's undies, the level of comfort should seal the deal: its The Boss bras are the next best thing to being naked.

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SEFI

best lingerie brands
Instagram

Best Sporty Lingerie Brand

Influencer and entrepreneur Stef Williams of fitness app WeGlow launched her own clothing brand SEFI in 2021. Needless to say, it's been a good year– what started out as a loungewear drop has since expanded to lingerie and gymwear. It's the undies we are coveting the most, though. The concept is simple and on-brand: fuss-free jersey basics in neutral colours, defined by their halter bralettes, tanga briefs and sporty strappy detailing.

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Boux Avenue

best lingerie brands
Boux Avenue

Best lingerie brand for affordable basics

If you weren't into the Boux Avenue of old, you need to get to know the new and improved Boux Avenue. The affordable lingerie brand has had a big revamp lately: it's just dropped its Solutions line, a collection focused on seamless, everyday basics with excellent fit and support, which has been two years in the making. The best bit about Boux is that they deliver sizing up to a G cup – which, as DD+ women will know, is no mean feat on the high street.

SHOP BOUX AVENUE

Rosie by Autograph

best lingerie brands
M&S

Best Celebrity Lingerie Brand

Rosie Huntington-Whiteley's underwear line for M&S is phenomenally successful in the UK. She told Ashley Graham in 2019 on her podcast Pretty Big Deal it's estimated that 'one in three women are wearing an M&S bra and one in those three is a Rosie bra'.

The then-Victoria's Secret model, who pitched the idea to M&S back in 2012, tempered the department store's basics-focused designs with a healthy dose of allure. The result is comfortable but sexy, with sets made from luxurious silk and lace and starting from as little as £12.50.

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Savage X Fenty

best lingerie brands 2021
Instagram

Best Inclusive Lingerie Brand

Rihanna's lingerie brand Savage X Fenty launched in 2018 as part of a subscription service. Fast foward three years and it's secured stockists including Amazon and ASOS, and expanding into atheisurewear.

The brand has garnered a cult following thanks its 2020s equivalent of the Victoria's Secret shows; which see women and men of all sizes, shapes and races modelling the inclusive pieces and performances from the likes of Bad Bunny, Miguel and Lizzo. The lingerie itself embodies Rihanna's playful approach to fashion, with bold hues, neon lace and cheeky cutouts.

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La Perla

best lingerie brands 2023
Instagram

Best Investment Lingerie Brand

We probably don't need to tell you that La Perla is one of the most iconic underwear brands in the fashion industry. First launched in 1954, it's since featured in countless films and music videos, and has even been worn on the red carpet by Kendall Jenner and Gigi Hadid. Its Maison line is the most famous (the appliquéd lace on silk-satin being instantly recognisable), but the 'everyday' T-shirt and Leavers Lace bras are just as beautiful to look at, while also being comfortable to wear.

SHOP LA PERLA

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