Just like shopping for swimsuits, finding the best places to shop for lingerie can sometimes be overwhelming. We did the research for you—pulling together a definitive guide of all the major must-haves, from direct-to-consumer brands that ease the trial-and-error processes of buying lingerie online, to our favorite retailers with drool-worthy intimates departments, all perfect for an upcoming celebratory event or simply adding a bit of spice for a night in.
Vogue’s Top Lingerie Destinations:
Here, we’ve covered the bases when it comes to categories and preferences. Minimalists will rejoice in simple styles from Cuup, Skims, and Negative Underwear—where you can find standard colorways always in stock, with fun surprises every now and again, like limited edition hues or fresh fabrication. Those looking for something beyond the everyday will delight in statement-making options from Agent Provocateur, Araks, and Eres—whose lacey sets and couture-worthy craftsmanship bring the ultimate in luxurious indulgences.
Meanwhile, major retailers such as Net-a-Porter, Nordstrom, Amazon, and Shopbop are a lingerie-lover’s treasure trove, always well stocked with favorite brands, such as Fleur du Mal, Kiki De Montparnasse, and Stripe Stare, making shopping for those extra-special moments, as well as everyday basics (think: smooth bralettes, comfy camis, strapless bras, and bodysuits from the likes of Wolford and Commando), all the more attainable.
Go ahead, refresh your underpinnings drawer with something new from one of the best places to shop now for lingerie, each one more magical than the next.
Free People
Free People’s lacy pieces feel easy enough to wear every day. What’s more, they’re notorious for the cutest bralette and underwear sets—that are actually comfortable. Check out their extensive offerings, from classic underpinnings to slips, sexy pajamas, and more. The best part is that most pieces are priced well under $100.
Skims
Skims cracked the code on turning shapewear into the kind of lingerie that’s no longer a secret. Its extensive range of intimates is comfortable enough for daily wear, yet impossibly cool, making getting dressed on the daily, a little more fun. Find the highly-coveted “Fits Everybody” collection in the best sellers section linked below.
Net-a-Porter
Within Net-a-Porter’s extensive lingerie roster, shopping for luxurious intimates is made easy—with the added bonus of seamless returns, all in one place. In addition to consulting the size charts, take a look at their “Editors’ Notes” section for each item you might be mulling over, to discover the scoop on brand fits, fabrics, and loads of styling inspiration—it’s the insider’s guide to find your perfect fit and shopping the best lingerie on the market.
Eres
Parisian-label Eres may provide excellent swimwear and loungewear, however their lingerie is just as investment-worthy. Mesh and lace sets are always plentiful, possessing that French-cool-girl flair we love, while retaining a minimalist feel, using the best quality fabrications possible for its coveted underwire bras and balconettes, high-waist briefs and thongs, and more.
Nordstrom
For all the best brands in one place, you can rely on Nordstrom to take the guesswork out of shopping for lingerie. Skims, Etam, On Gossamer, and other beloved lines are all stocked with the retailer, who offers virtual fittings at the ready—or if you happen to be in-store, check out their team of in-house tailors and personal shoppers, to help with your every need.
Shopbop
Shopbop seeks to be a retail destination for style inspiration and discovery. Amidst its many offerings, you’ll find an extensive selection of lingerie, from romantic separates, to comfortable-yet-cute basics. With noteworthy brands such as Hanky Panky, Stripe Stare, and Fleur du Mal all in the lineup—your new favorite intimates brand is only a click away.
Commando
Commando’s lingerie department is a homerun that makes stocking up on the best underpinnings, incredibly easy. From buttery-soft seamless bras and coordinating panties, to mesh separates, bodysuits, and even hosiery, they’re a one-stop-shop for all your foundation needs.
Fleur Du Mal
Whether you’re looking for something to energize your everyday lingerie basics, or reaching for something a touch more seductive, Fleur du Mal’s incredible range of lingerie delivers both. A standout favorite includes their stretch lace bra and panty set, which bridges the gap between it all—delivering extraordinary comfort with a scintillating finish.
Cuup
Cuup makes online shopping for lingerie easier, with clear sizing breakdowns in its FAQ and free shipping on orders over $75. Whether you prefer neutrals, bright colors, or playful prints, the brand has options in every style, with an extensive size range that has customers consistently coming back for more.
Cou Cou Intimates
If you love 100% cotton underwear, Cou Cou is the brand to try for quality lingerie. Designed in minimalist silhouettes that let their signature pointelle fabrication speak for itself, you’ll find triangle bras, sweet camisoles, and boxer shorts among the most-loved and trending styles. Don’t skimp on their underwear packs, either; they make a top-drawer refresh all the easier.
Kiki De Montparnasse
Indulge in something sultry for yourself or a special someone (hello, bachelorette parties!) with our editor favorites from Kiki De Montparnasse. The iconic, New York lingerie brand (inspired by Parisian boudoir elegance), specializes in all things sexy—lace sets, silk-satin fabrications, and after-hours essentials—with that extra bit of je nais se quois attitude.
Araks
Consciously created in New York, Araks offers dreamy underwear sets made from upcycled fibers, silk slips made for elegant lounging, and surprising details around every corner (or band). Variations on the soft triangle bralette and matching brief are core favorites that customers come back to time and again—with often a new colorway, every season.
Savage x Fenty
Savage x Fenty reminds us that beyond size inclusivity, Rihanna’s brand of intimates welcomes all genders. Lace-trimmed bras, teddies, and scintillating slips are offered via a VIP subscription that trims price tags and expands possibilities—plus, best-loved styles can also be found at favorite retailers such as Nordstrom.
Agent Provocateur
Born in the ’90s (from Vivienne Westwood’s son and daughter-in-law, no less), Agent Provocateur remains a cult favorite for its forward-looking fits. Find sultry sets, trimmed with plenty of luxe details, such as lace embroidery, hand beading, and delicate ribbons—in a variety of colors. This one makes excellent bachelorette or wedding gift ideas, as well.
Wolford
Beyond innovations in hosiery, Wolford offers bras, underwear, and an entire shaping lingerie category online, with variations designed for layering and everyday needs. From seamless lightweight bras that feel like you’re wearing nothing at all, to cotton underwear that is breathable and versatile, Wolford prides itself on having the best fabrics, a worthy investment for any lingerie aficionado.
Negative Underwear
Negative Underwear was founded in 2014, and remains female-operated today, with a continued mission to uncomplicate women’s intimates. The brand prides itself on fit and wear, testing all of their undergarments in-house first, to create pieces that emphasize comfort, quality, and function—not to mention, offering sizing up to DDD-G cup bras and bralettes in their most popular styles.
Cosabella
Known for comfort, Cosabella has created a cult following who flock to the brand for lace and mesh intimates that feature plenty of stretch and not too much padding. For those unable to try things on in person, the brand offers a virtual fitting room, where you can schedule an appointment with an expert online.
Intimissimi
Intimissimi’s silk basics with elegant, pared-down finishes rival more expensive brands for quality and price point. Online, they curate capsules of straightforward essentials, including slinky camisoles and a variety of playful sets, crafted in their own factories in Italy, for heightened control of the production chain.
Spanx
One of the first female-founded base layer brands to rise above the rest, Spanx remains an industry favorite for its invisible touch when it comes to shapewear and underpinnings. Scroll through seamless bras and bottoms throughout their bestsellers, that put the emphasis on making you feel your best, while featuring patented technologies that do so.
Journelle
Founded in 2007, New York’s own Journelle is a luxury lingerie boutique on a mission to make shopping for intimates a more luxurious experience for everyone. Journelle selects a fit-tested and fashion-focused collection from a stunning lineup of diverse lingerie designers—their own, in-house brand included.
Amazon
Amazon seemingly has everything—even intimates, sleepwear, and loungewear, with endless options and delivery as soon as possible. Amazon fashion offers flirty lingerie, everyday basic undies, and classic brands like Calvin Klein and Hanky Panky, those that you didn’t even need to think about before adding to cart.
Natori
Founded in 1977 with Josie Natori’s first prototype: a nightshirt, the New York-based label has become a lingerie-lover’s essential go-to, synonymous with well-fitting lingerie sets, silk robes, and sultry underpinnings. If you’re shopping online, Natori offers complimentary, virtual fit sessions with their wardrobe specialists to ensure your underpinnings are perfectly tailored to you.
