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

Every product on this page was chosen by a Harper’s BAZAAR editor. We may earn commission on some of the items you choose to buy.

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Photo courtesy of Kye Intimates
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 sexy, minimal, and empowering for all women who wear CUUP.”

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

Best for Sexy Nights

Agent Provocateur

Agent Provocateur

Best for Sexy Nights

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: Sheer 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

Most Comfortable

Cou Cou Intimates

Cou Cou Intimates

Most Comfortable

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

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Most Vintage-Inspired

Moxy Intimates

Moxy Intimates

Most Vintage-Inspired

Moxy Intimates

Now 15% Off

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

Sustainable and Size-Inclusive

Lounge

Lounge

Sustainable and Size-Inclusive

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

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

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Savoring Simplicity

Kye Intimates

Kye Intimates

Savoring Simplicity

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

Lingerie With Whimsy

Dora Larsen

Dora Larsen

Lingerie With Whimsy

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

Most Sumptuous Fabrics

Fleur du Mal

Fleur du Mal

Most Sumptuous Fabrics

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

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For the Romantic

Bluebella

Bluebella

For the Romantic

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 sexy purchase to be ‘dressed up in’ for someone else.”

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

Uncomplicated Elegance

Eres

Eres

Uncomplicated Elegance

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

All the Embroidery

Journelle

Journelle

All the Embroidery

Journelle

Now 78% Off

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 sheer tones.

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

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The Everyday Essentials

Skims

Skims

The Everyday Essentials

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

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

The Most Aesthetic Range

Love Stories

Love Stories

The Most Aesthetic Range

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

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Signature Feminine Styles

Kat the Label

Kat the Label

Signature Feminine Styles

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

Less Is More

Organic Basics

Organic Basics

Less Is More

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

The Meticulously Detailed

I.D. Sarrieri

I.D. Sarrieri

The Meticulously Detailed

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

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For In-Between Cup Sizes

ThirdLove

ThirdLove

For In-Between Cup Sizes

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

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

Headshot of Cortne Bonilla

Cortne Bonilla is freelance writer who occasionally dabbles in party reporting. When she’s not writing, you can find her vintage shopping, sipping iced lattes, reading on the train, and indulging in Pilates. 

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