From CUUP to Cou Cou Intimates: The Best Lingerie Brands to Know Now

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Thongs, chemises, garters, bralettes, and robes—the world of lingerie is vast, and comes with a surfeit of options, from luxury to high street, sultry to cozy. But it hasn’t always been that way. “Lingerie brands used to revolve around fantasy and the male gaze,” explains Moda Operandi fashion office associate Gabrielle Cadet. “Seeing it transition to the comfort of the women wearing it changes the purpose and intention.”

Indeed, sex always sells, but now comfort does too, and the best lingerie brands have pivoted. “It feels like these brands are thinking of us and how we feel in their pieces,” Cadet says.

They are. Lingerie brands are no longer exclusively cheeky cutouts and waist-squeezing corsets (although those offerings remain coveted and available). There’s hard lingerie—consisting of corsets, bustles, and structured bras—as well as soft lingerie’s amorphous styles, in the form of slips, robes, nightgowns, and panties. Depending on your needs, either style can be an appealing option—whether you’re enjoying date night at home or prefer sipping wine Risky Business–style in a cotton-jersey lounge dress. "If you’re an aesthetic girl, always look for a pattern, design, color, and even campaign imagery that resonates with you," Cadet says. "Does it empower you? Buy it. If you’re someone who is looking for comfort, consider cotton and styles without underwire. Lingerie is extremely personal, it is about what feels good to you."

Along with comfort, fresh updates to the world of the best lingerie include better sizing standards and true functionality. “Comfort shouldn’t compromise on style, sexiness, and support,” CUUP creative director and VP of design Yesenia Torres says. “When Cuup was founded, we threw out an outdated scale that squeezed women into a limited number of standard sizes, and replaced it with a uniquely dynamic sizing system. We carefully consider everything, from underwire length and flexibility to material function, for the most natural shaping and comfortable support in each of our sizes.”

Emerging lingerie brands and e-commerce sites are challenging what lingerie can feel and look like today. From classic sets at Agent Provocateur, to seamless staples from Skims, to dainty iterations at Cou Cou Intimates, the best lingerie brands for women won’t box you in. See them ahead.

Cuup

Cuup designs often feel like they’re made-to-measure. “We take a meticulous approach to sizing by making measurements on real bodies and working with real people to guide our development process,” Torres says. “Each of our patterns is customized to respond to how bodies change proportionally, to offer design solutions that feel hot, minimal, and empowering for all women who wear Cuup.”

Sizes: Bras, 30A–44H; underwear, XS–3XL
Prices: $20–250

Cou Cou Intimates

Cou Cou is redefining daily undies for a new generation, offering elevated, intimate, dainty essentials that bridge the gap between lingerie and underwear. Comfort and cuteness go hand in hand here. Girlhood, anyone?

Sizes: Bras and underwear, XXS–XXL
Prices: $20-250

Moxy Intimates

Founded by a group of female designers in Brooklyn in 2019, Moxy was launched on Etsy as an answer to the lack of affordable yet tasteful lingerie on the market. Now, it’s a stand-alone destination with styles from bodysuits to sleepwear for less than $100.

Sizes: Bras and underwear, XS–4X
Prices: Under $100

Agent Provocateur

Sometimes less is more—especially when it comes to Agent Provocateur’s must-show pieces. You won’t want anything covering them up: transparent shorts, corsets, garters, and balconette bras all carry a dark romanticism that is worth the price.

Sizes: Bras, 30A–38G; underwear, XS–XL
Prices: $100–$3,000

Fleur du Mal

Founded by Jennifer Zuccarini in 2012, Fleur du Mal makes pieces that are both airy and cosmopolitan, using luxury fabrics like French Leavers lace and custom embroideries crafted by artisans.

Sizes: Bras, 32A–38G; underwear, XS–XL
Prices: $20–$600

Skims

Underwear and shapewear are rebranded as “solutionwear” at Skims, and all the offerings somehow solve problems we’ve had for years. The range of bras, undies, loungewear, and now, men’s intimates arrive in softened neutral ribs, jerseys, silks, and more. The best part? The sizing, which covers an enormous spectrum.

Sizes: Bras, 30A–46H; underwear, XXS–4XL
Prices: $10–$150

Kye Intimates

This L.A.-based intimates and lounge brand crafts functional yet romantic, modern pieces. Made for women by women, they are locally crafted from sustainable materials including deadstock and renewable fabrics such as bamboo.

Sizes: Bras, 0–4; underwear, 1–4
Prices: $40–$110

Etam

Lace is at the heart and soul of every Etam collection—the lush material is constantly being developed, researched, and refined. Channel your inner Parisienne with high-cut undies in matte colors, silky sleep shirts, and lingerie with intricate lace.

Sizes: Bras, 32A–40G; underwear, 2XS–3XL
Prices: $20 to $175

Lounge

89 percent of Lounge’s product launches last year contained recycled materials, and those numbers will continue to rise as the brand focuses on its motto: “Lounge sustainably.” Pieces include T-shirt bras, bridal sets, and lace thongs, all in bright hues.

Sizes: Bras, 30A–38G; underwear, XS–3XL
Prices: $20–$110

I.D. Sarrieri

Julia Dobrin of I.D Sarrieri has an influential and refined woman in mind while designing her lingerie. Each piece is brimming with Chantilly lace, mousseline, and silk satin, and imbued with meticulous details like scalloped underbands and embroidered tulle.

Sizes: Bras, 32B–36DD; underwear, XS–XL
Prices: $140–$800

Bluebella

Emily Bendell founded Bluebella with an uncomplicated yet profound vision at the brand’s core: to produce luxurious lingerie, underwear, and nightwear for vibrant, fashion-forward women. As Bendell notes on her site, Bluebella’s pieces aren’t designed for someone else’s gaze—they’re for the wearer. “The Bluebella woman does not see lingerie as a functional or traditionally hot purchase to be ‘dressed up in’ for someone else.”

Sizes: Bras, 30A–40G; underwear, XXS–4XL
Prices: $40–$170

CDLP

Pared-back, simple, and buttery soft, CDLP is for the minimalist who prefers comfort over corsets. These signature underpinnings have been crafted in Europe from eco-friendly textiles and are known for their breathability, softness, and moisture-wicking effects.

Sizes: Bras and underwear, XS–XL
Prices: $90–$165

Love Stories

Love Stories, a brand founded by designer Marloes Hoedeman, combines all of our favorite things: size inclusivity, recycled materials, biodegradable packaging, and both lace and cotton offerings.

Sizes: Bras, 32A–38D; underwear, S–XXL
Prices: $20–$165

Skin

Graceful everyday basics like tanks, pajamas, and lingerie are the focus at Skin. Natural materials and organic cotton are the brand’s hallmarks, and the collection now includes swimwear made from high-quality technical fabrics, too. You’ll be pleased to discover soft, reversible designs and multifunctional straps.

Sizes: Bras, XS–L; underwear, XS–XXL
Prices: $30–$300

Dora Larsen

This modern lingerie brand uses pigment and adornments to create impish lingerie options. From mild or delightful to willful or bright, consider its range of briefs, bras, and bodysuits, featuring tulle, florals, lace, and color blocking.

Sizes: Bras, 32A–34F; underwear, 6–12
Prices: $30–$200

Eres

Eres is dedicated to showcasing the art of the body through its collections, with each piece feeling like a custom design. Pretty, practical, and ideal for special occasions, Eres sits more on the pricier side, but for good reason.

Sizes: Bras, 32A–38D; underwear, S–L
Prices: $100–$500

Araks

For a boost of playful color, add a bit of Araks to your lingerie drawer. Simple cottons are complemented by sweet bralettes, vintage-inspired underwire bras, and high-rise panties that enrich your natural shape, but don’t renounce comfort—a win-win for the modern woman. In the brand’s own words, Araks offers a “luxurious secret.”

Sizes: Bras, 32A–36DD; underwear, XXS–XXL
Prices: $50–$130

Kat the Label

Australia-based Kat the Label sets out to design classic lingerie sets, bralettes, bodysuits, bustiers, and sleepwear in a variety of seasonal hues. When it comes to contemporary chefs d’oeuvre, this brand is the one to look toward.

Sizes: Bras and underwear, XS–2X
Prices: $30–$110

Intimissimi

This Italian intimates brand boasts sensual designs made from high-quality materials. Lace, silk, and tulle converge in salacious, personal pieces of can’t-go-wrong boudoir apparel. For evenings, some of the bodysuits can even be worn beneath blazers.

Sizes: Bras, A–DDD; underwear, S–XL
Prices: $30–$250

Organic Basics

Organic Basics believes in comfort and sustainability for all, with collections carefully chosen for the environment and the health of our bodies. Designed in Copenhagen, you’ll find effortless and uncomplicated must-haves, from cotton undies to ribbed singlets and unlined demi bras.

Sizes: Bras and underwear, XXS–XXL
Prices: $10–$60

Sleeping With Jacques

Can’t you picture yourself waltzing down a marble spiral staircase in this flowing robe? Blair Waldorf would be elated. Melbourne, Australia–born Jacqui Hoang founded Sleeping With Jacques to combine alluring yet demure pieces that span lingerie, basics, and sleepwear. Each piece is made from natural fibers.

Sizes: Bras and underwear, XS–XL
Prices: $200–$770

Soft and Wet

Soft and Wet is an Italian lingerie and swimwear brand founded by Alice Bruniera in 2019, born from a personal project embracing self-confidence and discovery. Each piece is designed and sewn by Bruniera herself, in her Italian studio.

Sizes: Bras and underwear, XS–XL
Prices: $60–$100

Éterne

Éterne was founded by stylist Chloé Bartoli as a go-to destination for daily essentials and wearable luxury—two notions at the top of everyone’s mind. The brand follows the principles of high quality, craftsmanship, and wearability, with options ranging from lightweight tank tops to ’90s-inspired thongs.

Sizes: Bras and underwear, XS–XL
Prices: $35–$125

Journelle

Journelle was founded (and is run) by women, and dedicated to effortless fits. The brand understands how intimate-apparel shopping can be tricky, and recommends taking advantage of its on-site, free fittings. What you’ll find? Embellishments, lace, romantic bodysuits, and soft transparent tones.

Sizes: Bras, 30A–42L; underwear, XXS–XXL
Prices: $16–$715

ThirdLove

Fashion industry mavens Heidi Zak and Ra’el Cohen saw a gap in the market: They discovered that women often fall between cup sizes, so they designed a new range of bras with half cups to curate a better fit and more support. They believe you shouldn’t have to choose between style and comfort—and their lingerie offers plenty of both.

Sizes: Bras, 30A–44H; underwear, XS–3X
Prices: $28–$80

Else

Else founder Ela Onur comes from a family of talented designers, so it’s no surprise each collection from the brand offers quality craftsmanship and attention to detail. From lace-trimmed tulle bras to stretch tulle and soft thongs, flattering fits join forces with comfortable silhouettes.

Sizes: Bras, 32A–32G; underwear, XS–XL
Prices: $45–$150

Parade

At this point, does Parade even need further introduction? The brand championed inclusive design before other labels caught on. Each piece is comfortable, flattering, and playful, with designs for every single body out there.

Sizes: Bras, XS–3+; underwear, XS–5XL
Prices: $12–$60

For Love & Lemons

For Love & Lemons is justifiably pricey. Each piece in the brand’s arsenal is dripping with romance, imagination, color, obsession, and charm—an aesthetic, style, and storyline for every differing life and want.

Sizes: Bras, 32A–38DD; underwear, XXS–XL
Prices: $40–$180

Frequently Asked Questions

What is the most comfortable lingerie brand?

Depending on your preference, the most comfortable lingerie brands are those offering cotton and seamless designs, including Skims, Knickey, Stripe & Stare, Cuup, Baserange, and Botanica Workshop.

How should I build a lingerie collection?

Start with foundational pieces like versatile bras and underwear when beginning to build your lingerie collection. Then, add slips, teddies, bustiers, bodysuits, and unique silhouettes with detailing and modern shapes.

What is the best lingerie Amazon offers?

Amazon sells some of the best lingerie brands, including Cosabella, Stripe & Stare, Simone Pérele, Chantelle, and Felina.

Why trust Harper’s Bazaar?

For more than 150 years, Harper’s Bazaar has been the preeminent fashion, beauty, and lifestyle resource for women at every age. We cover what’s new and what’s next in fashion by working with the world’s leading authorities in ready-to-wear, footwear, accessories, and more. Every story we publish has been thoroughly researched and vetted by our team of editors and industry experts.

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