Calvin Klein Underwear
When Calvin Klein Underwear burst onto the scene in 1992 (with that iconic Kate Moss and Mark Wahlberg campaign), its menswear-inspired designs were a breath of fresh air. The logo-jacquard band is still going strong today, along with the comfy jersey fabrications and boyish cuts. If you’re looking for something fuss-free to wear day-to-day, or refuse to go back to underwired bras post-lockdown, this brand is your best bet.
Savage x Fenty
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 is rumoured to be expanding to atheisurewear in the next year.
The brand has garnered a cult following thanks its 2021 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.
SKIMS
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.
Rosie by Autograph
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.
La Perla
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.
Love Stories
Love Stories launched in 2013 and revamped the triangle bra in the process. The brand’s USP is ‘sexy but not sex’ and it balances this perfectly by tempering whisper-weight eyelash lace and peekaboo mesh with boyish and sporty logo branding. Not a great one for bigger busts, we’ll admit, but if you’re below a D cup and looking for something less cumbersome this is a go-to.
Spanx
Thanks to Kim K’s SKIMS launching, and the return of partying post-lockdown, shapewear is making a comeback. So, naturally, we couldn’t make an edit of underwear brands without including the OG: Spanx. You can expect to find nude coloured control pants – forever in our hearts thanks to Bridget Jones – but also more alluring lace iterations, alongside figure-smoothing shorts, basques, bodysuits and comfy bralettes.
M&S
Yes, M&S has two slots in this lineup for very good reason. The ‘mother’ of Rosie by Autograph, Marks & Spencer underwear has been a great British high street staple since 1926. In fact, we reckon most women in the UK own at least one of its bras. The department store is a one stop shop, so you can buy training bras (who didn’t get their very first AA cup underwear there?), maternity and nursing bras, more alluring lace and silk designs, as well as shapewear, basques and hosiery.
Posted on May 5, 2023