There’s nothing quite like watching a Victoria’s Secret Fashion Show (and booking a personal trainer right after), but the story is quite different when it comes to undergarments you actually want to wear. For far too long, lingerie brands have catered their designs and marketing resources almost exclusively to creating the kind of underwear men want women to wear, instead of the stuff women actually want to.
There is a new league of merchants who have not only reinvented the way lingerie is marketed to women, but have also devised incredibly innovative materials and made sure that their lines are inclusive. Here are our favourites.
Savage x Fenty
RiRi’s very first lingerie line aunched this year in May (2018), and she’s got everything from bralettes to corsets that fit a wide range of women — from BBWs to rawboned, slender lil’ things. Like her make-up range, Savage features a number of colourways that cater to a variety of skin tones. And, the styles are fierce.
Shop Savage x Fenty.
Heidi Klum Intimates
Heidi “The Body” Klum is all about female empowerment. And this means that every woman at every stage of her life should feel strong and fabulous. “I am also a woman whose body has changed over the years,” Klum once shared. “I am a mother of four children so I genuinely understand the importance of finding the right lingerie.” True to her word, her line is filled with pieces of delicate laces, soft silks, comfortable modals and microfiber.
Shop Heidi Klum Intimates.
One of the biggest high-end lingerie labels in China, this brand got its start in 1993 and actually owns and works with a professional ergonomic institute to gather data, so that it can create lingerie specifically for the Asian body. You’ll find traditional Chinese elements in some pieces, but the look is far from old-school. Expect modern sophistication and elegance in contemporary styles.
These burlesque-styled bottoms, bullet bras and sexy corsets are built subscribe to the brand ethos, “all things playful, flirty and even a little bit dirty”. We love that the London-based online brand has a Curve line. Busty girls, their bras come in sizes that run up to 44G, and nightwear goes to size UK28.
Shop Playful Promises.
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Les Girls Les Boys
Agent Provocateur founder Serena Rees created Les Girls Les Boys with a “bed to street” concept, the versatility to wear in private or public. The collection includes bras, briefs, bodysuits, plus t-shirts, hoodies and sweatpants.
Shop Les Girls Les Boys.
Perk by Kate
Local brand Perk By Kate started to meet the demand of wire-free lingerie and now has a range that includes padded bralettes, bodysuits, maternity bralettes and even those with fuller busts.
Shop Perk By Kate.
You can’t talk about ingenious undergarments without talking about Thinx. The brand markets itself as period-proof underwear. While they don’t suggest you go without your current sanitary routine, every pair they make is completely antimicrobial, moisture-wicking, leak-resistant, and absorbent which means you’re never going to have any embarrassing staining situation.
Founded in Paris, 6ixty8ight is an affordable line of lingerie and sleepwear for younger women. Bralettes start from an incredibly pocket-friendly $13.90. Their first store in Singapore, which recently opened in VivoCity, is also the first store in Southeast Asia.
H&M x Love Stories
While H&M has its own inhouse range of lingerie, it has collaborated with Amsterdam-based lingerie label Love Stories for a collection that will launch 9 August. This is the first time the Swedish retailer has collaborated with a lingerie brand and Love Stories is known for their eclectic prints, mix-and-match approach and comfortable designs.
Shop H&M x Love Stories.
Slone & Tate
Slone & Tate is all about menswear-inspired undergarments. Think sexy, utilitarian classic lingerie pieces — tailored sleep shorts with soft bras accentuated by striped elastic bands. It helps that the prices are wallet-friendly too.
Shop Slone & Tate.