Treat Yourself, These Are 8 Of The Coolest Lingerie Labels To Shop Now

By Sammy Preston
7th Feb 2021

A woman in an olive-coloured bra from the brand CUUP.

Historically, racy red lingerie has been the gift of choice for doting lovers on Valentine’s Day. And while there’s nothing wrong with gifting your significant other a little Victoria’s Secret on February 14, the world of lingerie has really come into its own in the past few years.

These days, thanks to a necessary industry shake-up and a new generation of lingerie brands like Savage by Fenty, Lonely, and Araks, it’s much less about accepting lace underwear from current bedfellows, and much more about you: treating yourself and feeling amazing in your own skin, on your own time. And can we just say—amen to that.

Whatever your status, when it comes to these super cool lingerie labels—every day is Valentine’s Day if you want it to be. Lingerie is like fancy loungewear, and unlike your activewear, your wedding outfit, or your office attire, it doesn’t need to be practical, suitable, or fitting for the occasion. It can be just for you.  

Here are eight of our favourite lingerie labels to shop for yourself.

Dora Larsen

There's a lot to love about UK-based lingerie label Dora Larsen. Firstly, this brand is all about dreamy candy-like colour matches designed to lift your mood. No boring black and beige here—think cherry red with hot pink, bright turquoise and rich burgundy, mauve and olive-green. Secondly, Dora Larsen is committed to sustainable style, using earth-friendly fabrics, limiting production runs, and donating a portion of profits to charities that support either environmental or social change (read more here). And lastly, this is a label that's 100% about dressing to impress—yourself. Shop Dora Larsen here

Hopeless Lingerie

Self-described as dark, modern, and romantic, Hopeless creates made-to-order sets that wouldn’t feel out of place in a Dracula movie—and honestly, it’s a vibe. From Melbourne, the label's collections typically stick to traditional lipstick red and black colourways, but are designed in one-of-a-kind cuts and styles. We also love that, being made-to-order, sizing is customisable too, so Hopeless can fit any body. Shop Hopeless lingerie here

Yasmine Eslami

The cliche about Parisian style really rings true for Yasmine Eslami. Elegant, effortless, easy, and understated are all words we'd use to describe this Paris-based brand, which was launched by designer Yasmine Eslami in 2011 and has since branched out into swimwear, loungewear, and mens' underwear. If frills and bows and cheesy colours are a major turn off for you, you'll love these modern sets. Shop Yasmine Eslami here

Fruity Booty

This super fun London-based label has been popping off on Instagram, and it's not hard to see why. As well as creating cute 90s inspired knickers (with embroidered cherries and saucy slogans), the brand is completely dedicated to sustainable, earth-friendly processes, doing limited runs of each style and making moves to cease using virgin fabric from 2021. Shop Fruity Booty here

Le Petit Trou

Loved for its dainty, detailed, Bridgerton-worthy bralettes—Le Petit Trou is for when you want to feel extra feminine and flirty. Think bow-tie straps, ruffles, glitter, and lace—all this without being over the top. Created by Polish designer Zuzanna Kuczyńska, each piece is packaged up as a gift, so what better way to treat yourself? Shop Le Petit Trou here.   

Mary Young

When launching her eponymous label in 2014, Mary Young's plan was to create lingerie that would ignite and inspire moments of self-love and acceptance. Her current collections cleverly blur the lines between lingerie, loungewear, and activewear—creating a new sort of lifestyle look that feels very fresh (and very 2021). Shop Mary Young here.  

Fleur Du Mal

Named after a collection of poems by Charles Baudelaire called Les Fleurs du Mal, this line of lingerie has been a big-time favourite with the fashion set since launching back in 2012. It's powerful, sexy, stylish, and feminine—and though the sets are a little on the pricy side, they are definitely treasures you'll love for years to come. Shop Fleur du Mal here


CUUP is all about inclusivity, size diversity, ageless beauty, and feeling maximum comfort in your own skin. The brand's founders developed a set of five core bra styles—Balconette, Plunge, Scoop, Triangle, and Demi—and each comes in a range of colours and an even bigger range of sizes. You can shop CUUP here.  

Now that your lingerie is sorted—suss out all the best sneakers dropping this month

Image credit: CUUP, Dora Larsen, Hopeless Lingerie, Yasmine Eslami, Fruity Booty, Le Petit Trou, Mary Young, Fleur du Mal, CUUP

Editor's note: Urban List editors independently select and write about stuff we love and think you'll like too. Urban List has affiliate partnerships, so we get revenue from your purchase.

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