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There’s been a big shift in the lingerie world in recent years. Now, some of the best lingerie sets on the market hail from women-owned brands, where the male gaze is no longer the main drive behind the designs. Many lingerie brands for women, by women, like Rihanna’s Savage x Fenty, Vogue favorite Araks, or Kim Kardashian West’s Skims prioritize a flattering fit and comfort. Even better, they offer a wide range of sizes and shades of nude.
This Valentine’s Day, treat yourself to a new lingerie set that just feels good, whether you’re wearing it out or under your WFH wardrobe. Here, Vogue breaks down some of the best women-owned lingerie brands—some new, some tried-and-true. Shop the beautiful, confidence-boosting lingerie sets for women, by women that can help put some pep into your step this Valentine’s Day and beyond.
Araks
There’s a reason why Araks has long been a favorite among Vogue editors. The sustainable New York–based label by Araks Yeramyan was born with the intention to make women “feel beautiful, beginning with the most intimate of layers.” The line’s understated, effortlessly chic designs do just that.
Anya Lust
Anya Lust is the brainchild of Krystle Kotara, who first launched the label in December 2015 with a mission to “encourage women and couples to live passionately, love deeply, and be open to exploring new things. Whatever they may be.” This New York-based online retailer features over 30 coveted designers from around the world and their own in-house collection.
Natori
Natori is a veteran lingerie brand founded by Josie Natori. From bras to underwear to sumptuous sleepwear, there’s a reason why this brand continues to reign over the lingerie industry.
Skims
Kim Kardashian West’s Skims is a “solution-oriented brand” that aims to “enhance your curves,” not detract from them, through the brand’s technically constructed bodysuits, shapewear, lingerie sets, and loungewear.
Eberjey
Eberjey was founded by two friends, Ali Mejia and Mariela Rovito. The duo set out to create lingerie that is comfortable, effortless, and “allows you to be you.” The brand believes in “the power of softness,” and utilizes supple fabrics that have launched their pajama range into cult favorites.
Savage x Fenty
Any list of inclusive, women-owned brands will include Rihanna’s Savage x Fenty. The line has turned the industry on its head with its yearly, much anticipated runway show that is a true celebration of women of all races, shapes, sizes, and abilities.
Mary Young
Mary Young’s eponymous brand was founded in 2014 in an effort to offer “functional garments that celebrate the natural shape and encourage body positivity.” The line aims to celebrate women’s bodies through their comfortable, ethically made garments that feature modern, minimalist designs.
Fleur du Mal
Jennifer Zuccarini founded the luxury lingerie and ready-to-wear brand Fleur du Mal in 2012. Named after the famous collection of poems by Charles Baudelaire Les Fleurs du Mal, the line seeks to create pieces that are stylish and wearable, feminine, powerful, and sexy,
Else Lingerie
It was a natural fit for Ela Onur to launch a line of her own after growing up among the artisans and designers of her family’s lingerie accessories business. Her dreamy underpinnings are handmade by artisans with close attention to detail.
Yasmine Eslami
Paris-based Yasmine Eslami started her namesake label in 2011 in an effort to create, “elegant, contemporary styles with none of the customary frippery.” Her lightweight, comfortable pieces that employ stretch tulle and chiffon trimming focus on enhancing your natural shape.
Lonely Lingerie
Lonely lingerie states on their site they are “for women who wear lingerie as a love letter to themselves.” The New Zealand label was founded by designer Helene Morris and her partner, who created the size-inclusive brand as a response to the void in the market for comfortable, soft lingerie with a fashion-forward sensibility.
Dora Larsen
Ex-lingerie buyer Georgia Larsen created her line Dora Larsen in 2016 out of her southeast London flat. Larsen was tired of buying uncomfortable bras, and decided to combine her technical expertise in lingerie with her love of design to make a collection of everyday, contemporary lingerie in uplifting colors.
Cuup
Cuup’s mission is to “redefine the way women look and feel in their underwear.” The brand recognizes that, historically, lingerie has been made to shape and change the female form. Cuup’s pieces challenge these standards with well-engineered solutions made for real bodies. Their pieces are sleek, minimalist, and designed to “accentuate, not alter the female form.”
KiT Undergarments
KiT Undergarments is the brainchild of stylists Simone Harouche and Jamie Mizrahi. The duo launched KiT with the understanding that “good outfits require a good foundation.” Their bra and underwear staples provide just that.
