23 best lingerie brands that deserve to be on your radar 2025
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February 14th is fast approaching, so if the best lingerie brands are in your recent search history (be it for yourself or as the perfect gift for her) you've come to the right place.
The best lingerie isn't necessarily always the sexiest or most daring design, though. Rather, they're the ones that make you feel your most confident. Contrary to outdated belief; women dress for themselves – and that includes their underwear – so if it's a pair of Bridget Jones style knickers or a comfortable thong that you feel yourself in, you'll be wanting a roster of the best brands to browse when it comes to buying them.
SKIP TO: Shop the best lingerie brands | 2025 lingerie trends | Our guide to buying the best lingerie | How we tested each brand | Why we created this guide | Our other lingerie guides.
Amusingly, your underwear is likely one of the smallest items in your wardrobe and yet it's the thing that packs the biggest punch. However, the lingerie market is pretty saturated and deciding which bralette/push-up bra/cotton underwear to add to checkout is tricky enough without having to worry about where to get it from. Lucky we've taken one for the team by practically doing it for you, then.
Best lingerie brands at a glance:
- Best Valentine's Day lingerie for date night: Lounge Underwear
- Best lingerie brand for comfort/everyday wear: Calvin Klein
- Best lingerie brand for value for money: Parade
- Best high street: Marks and Spencer
- Best designer lingerie brand: Agent Provocateur
- Best lingerie brand for size range: Savage x Fenty
Who make the best lingerie? Here are our top picks from the best lingerie brands/underwear brands right now.
Why we love: Since its very first (and viral) design, the Triangle Set, it has expanded into more daring territories – think sexy lingerie in sheer and lace fabrics – and has seriously gained traction. An influencer favourite, this brand is definitely one to update your top drawer with.
- Pros: Offer clothing like loungewear and gymwear as well as lingerie, and now also do bedding.
- Cons: None from us!
- Size range: Bras from 30A-40G and undies from XS-3XL.
“Lounge Underwear has been my go to brand for years, anyone would think I’m an ambassador for them by looking at my Lingerie drawer. They are both comfortable and undeniably sexy.” – Neamh Randall, GLAMOUR's Commerce Photo Editor.
2. Bluebella
Why we love: Bluebella lingerie is a firm favourite among GLAMOUR editors for its trend-led, expensive-looking lingerie that doesn't cost your entire salary. They're a British lingerie brand, with underwear that aims to be both intimate and luxurious.
- Pros: “Most of the stuff I have from Bluebella has lasted me years – it's such good quality.” – Georgia Trodd, GLAMOUR's Senior Commerce Writer.
- Cons: Although they cater to a wide range of sizes, they don't feature any plus size model images.
- Size range: Bras from 30A-42F and undies from UK 6-20.
3. Boux Avenue
Why we love: Another high-street hero is Boux Avenue, the lingerie brand stocking underwire bras, wire-free bras and knickers in every size, fit and colour you could possibly dream of.
- Pros: “This is one of the most affordable yet great quality brands I've come across for underwear, and the designs are really pretty too.” – Georgia Trodd, GLAMOUR's Senior Commerce Writer.
- Cons: Their size range could do with improving.
- Size range: Bras from 30B-40G and undies from UK 6-18.
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Save when you shop for the best lingerie brands with Boux Avenue discount codes at checkout.
4. Scarlett Gasque
Why we love: Inspired by both of the founder's great grandmothers, Scarlett Gasque was born from a love and respect for the vintage glamour girls of the 1940s, 50s and 60s, and a desire to bring traditional lingerie styles back into the mainstream. You'll notice a distinct retro influence throughout.
- Size range: Bras from 30D-38DD and undies from XS-L.
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Why we love: Savage x Fenty is still flying the flag for inclusivity and body positivity, and has repeatedly sold out since hitting shelves three years ago. It started as a subscription service in 2018 and is now stocked by the likes of Amazon and ASOS. They even stock men's underwear, too.
- Size range: Bras from 30A-46G and undies from XS-XXXXL.
6. Ann Summers
Why we love: Renowned for some of the best sex toys on the market, Ann Summers is also home to some of the sexiest lingerie we've ever seen. Case in point the below two styles which are sure to have pulses racing on special occasions and send your confidence through the roof.
- Size range: Bras from a 30A-44H and undies from UK 6-26.
7. Playful Promises
Why we love: This brand prides itself on making over 80 bra sizes as well as UK dress sizes 8-28 (or US 4-24). You'll find everything from stand-out mischievous and sexy designs to pretty and practical ones, but never anything boring or beige.
- Size range: Bras from 32A-44H and undies from UK 8-24.
8. Nudea
Why we love: Those days when you're working from home and want that naked feel but still need to wear something to feel appropriate? Nudea is your one-stop shop.
- Size range: Bras from 30A-40GG and undies from XS-XL.
9. Knickerbox
Why we love: Showcasing an impressive, curated offering via a selection of much-loved lingerie brands – including Calvin Klein, Nudea, Modibodi, Sloggi and Tommy Hilfiger – as well as their own in-house lingerie brand KBX, the platform (which doesn't sell sex products or toys) is the very welcome yin to Ann Summers' famously sexy yang.
- Pros: “Housing so many different brands all under one roof and with such a variety of colours as well as sizing, you could have a new set for everyday day of month.” – Neamh Randall, GLAMOUR's Commerce Photo Editor.
- Cons: None from us!
- Size range: They carry multiple brands, so it varies across the board.
10. Stripe & Stare
Why we love: “I’ve got one key criterion when shopping for underwear — comfort. The thought of spending the entire day feeling uncomfortable down there makes my skin crawl. Stripe & Stare’s undies are, hands-down, the most comfortable things I’ve ever put on my body, thanks to the 95% biodegradable TENCEL™ Modal x Micro (otherwise known as trees).” – Sophie Donovan, GLAMOUR's Senior Commerce Writer.
- Pros: “The vibrant hues make me feel sexy.”
- Cons: None from us!
- Size range: Bras from XS-XXXXL and undies from XS-XXXXL.
Why we love: It's exactly what it says on the tin: provocative and sexy, celebratory of the female form and – though there's still a way to go – more diverse than it ever used to be.
- Size range: Bras from 32A-38E and undies from 1-7 (UK 6-18).
12. Pour Moi
Why we love: Pour Moi sells one bra every 30 seconds – that's no mean feat. Prices are modest, styles are sexy and you can even get your hands on some nightwear, sportswear and swimwear while you're at it.
- Size range: Bras from 32A-44J and undies from UK 8-22.
Save when you shop for the best lingerie brands with these Pour Moi discount codes.
13. Lemonade Dolls
Why we love: Not only do Lemonade Dolls use materials which are responsibly sourced (all of the elastic it uses is recycled), but it also caters to a much wider range of sizes and body types. Think: bras for bigger boobs and curvy/plus size underwear sets that are actually sexy. Finally!
- Size range: Bras from 30A-44H and undies from UK 6-24.
14. Coco de Mer
Why we love: London-based lingerie brand Coco de Mer first started as a small underwear boutique in Covent Garden, and has since grown to become a powerhouse luxury lingerie brand where functionality meets luxury.
- Size range: Bras from 32B-36D and undies from XS-XL.
15. SKIMS
Why we love: For the simple fact that it champions every body and every skin tone, with wearable designs that lend themselves to every area of your lifestyle.
- Pros: Inclusive.
- Cons: Stuff sells out all the time.
- Size range: Bras from 30A-44F and undies from XXS-4XL.
“I practically live in Skims underwear, but my favourite by far is the Fits Everybody stretch-woven T-shirt bra. The material feels incredibly soft on my skin, its true to size, and the flexible underwire and lightly lined cups strike the perfect balance between comfort and support. Plus, the adjustable straps make it a great fit for everyday wear.” – Mayola Fernandes, GLAMOUR's Commerce Writer.
16. Marks & Spencer
Why we love: There for your every lingerie need in every stage of your life, M&S stocks training bras, nursing bras, silk and lace sexy lingerie, cotton underwear, pyjamas, the best shapewear and more.
- Pros: Affordable.
- Cons: Not hugely adventurous styles.
- Size range: Bras from 30B-42E and undies from UK 6-28.
Save when you shop for the best lingerie brands with these Marks & Spencer discount codes.
17. Gossard
Why we love: A great brand for those who wish to celebrate their curves (as you should!), Gossard's designs are inspired by the 1900s French actress Sarah Bernhardt's on-stage corseted silhouette.
- Size range: Bras from 30D-38G and undies from XS-XL.
18. ASOS DESIGN
Why we love: Expensive-looking lingerie doesn't have to be a luxury. ASOS Design is one of the best lingerie brands around for speedy delivery, trend-led styles and affordable prices.
- Size range: Bras from 30A-40G and undies from XS-L.
Save when you shop for the best lingerie brands with these ASOS discount codes.
19. Fleur du Mal
Why we love: The New York label that is Fleur du Mal uses the finest French lace and silks to have you feeling confident from your very first layer. Fans of its luxurious creations include Julia Restoin Roitfeld and Daisy Lowe.
- Size range: Bras from 32B-36DD and undies from 1-5.
20. Calvin Klein
Why we love: Founded in 1968, everyone and their mum knows the iconic Calvin Klein. The Modern Cotton collection (especially the bralettes and high-waisted knickers) are bestsellers and are oh-so comfy and really, really flattering.
- Size range: Bras from 30A-40E and undies from XS-XL.
21. Victoria's Secret
Why we love: Making shopping for lingerie online a total dream, you can filter styles to within an inch of their lives to find the very best style for you (underwired, strappy, non-wired, T-shirt bra, hiphugger briefs, thongs and more).
- Pros: “I wear VS knickers every single day because they are, without fail, the comfiest and hardest-wearing I've ever tried. They're seamless under clothing too which is a big must for me.” – Georgia Trodd, GLAMOUR's Senior Commerce Writer.
- Cons: They've broadened their sizes, but they're still not the best.
- Size range: Bras from 30A-38DD and undies from XS-XXL.
22. Love Stories
Why we love: Love Stories' USP is 'sexy but not sex', a sentiment they wholeheartedly achieve by marrying comfort and cute features like peekaboo mesh together perfectly. The result = everyday lingerie with an elegant twist.
- Size range: Bras from 32B-36B and undies from S-L.
23. SPANX
Why we love: It may be the OG in the shapewear game, but that's not actually what we love most about SPANX. Alongside their figure-smoothing briefs, control pants, slips and other high-quality undergarments, they stock what is – perhaps – the most comfortable bra of all time: the Bra-Llelujah.
- Size range: Bras from 32A-38D and undies from XS-XXXL.
These lingerie labels cover all bases, from bras for small boobs to the most comfortable thongs, the best shapewear and big, high-waist undies. We've got affordable lingerie brands (case in point: Boux Avenue, Pour Moi and M&S) alongside luxury lingerie brands (think: Coco de Mer and Fleur du Mal). Plus, those famous lingerie brands that remain popular for good reason. Lounge Underwear, Agent Provocateur and Victoria's Secret, we're looking at you.
Our guide to buying from the best lingerie brands:
- Know your bra size. Luckily, most of these designers offer tips and tricks on their websites to show you how to measure your bra size and pick something that'll fit like a glove, and lots of them have advisers who you can chat to live on site so you won't necessarily have to go for an IRL bra fitting.
- Buy something you like, and buy it for you. Lingerie is about empowering yourself, it's not there to satisfy others (that's just a benefit).
- Consider which shapes/styles will suit your body. Buy the silhouettes you know you'll wear most and that'll flatter your figure, and, remember, you're not made to fit into clothes they're made to fit you.
- Don't be scared of colour. Have fun with brighter shades under your outfit - its an instant mood booster.
The 2025 lingerie trends to look out for:
It can be hard to entirely predict what lingerie trends will emerge and stay on the scene with the fast paced nature of the fashion industry. However, after taking a deep dive into Google search trends and the most popular brands on the scene right now (which we've included for you below, don't you worry), the insights are clear.
Sustainability is a huge focus for brands this year – we're talking recycled fabrics and ethical production practices – plus gender inclusive lingerie and inclusivity in brands size ranges. Personalised lingerie is also something of a hot topic. No, we're not talking about the initials on your full cup bra, we're talking about having the ability to be able to select your preferred style, colour, size, and the opportunity to mix and match pieces easily. Last but not least (and probably our favourite) it's all about comfort and versatility. Goodbye uncomfortable, wired bras, it's a seamless bralette world now.
How we chose the best lingerie brands in this guide:
We pride ourselves in knowing about the best lingerie brands, especially since, as a team of 30+ people, we all have such varying tastes and requirements. It's because of that that you'll find a broad range of labels; from sexy lingerie brands to practical ones and everything in between. We've tried and tested the majority of them so you don't have to, taking things like fit, wearability, cost and style into consideration while wearing them for a multitude of events (from everyday to date night). Read more about how we test things here.
Why we've created this guide
It's important that women have strong foundations to their outfits and lingerie is the best way to create such. If you're uncomfortable in your underwear, chances are that'll translate throughout the rest of your ensemble and – if you're anything like us – put you in a bad mood for the rest of the day. The lingerie brands we've recommended above are all ones we love and rate, because we don't gatekeep here; every body deserves to look and feel good with size-inclusive/comfortable/flattering styles.
If you're after something a bit more specific, here's where to head:
- 17 of the best bras of all time to fill your underwear drawer with.
- Strapless bras have solved the ancient lingerie dilemma: they're comfy and supportive (no, really).
- These are the best push-up bras that will make you feel so confident.
- The best sleep bras that you'll actually be able to get a good night's kip in.
- These are the dreamiest plus size lingerie sets to treat yourself to RN.
- The best sports bras for support while you work out.
- The best bridal lingerie for after you've said 'yes' to the dress.
- If you've got B-cup boobs or smaller, these are the very best bras for small boobs to try.
- The best bras for big boobs that'll serve up all the support you need.
- 11 mastectomy bras that are supportive, comfortable, pretty and flattering.
For more from GLAMOUR UK's Senior Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd.
