If compiling our gifts for women, Valentine's gifts and gifts for girlfriends guides has taught us anything, it's this: buying lingerie for her is still one of the most special presents you can choose. Popular with both GQ writers and readers year-round as a thoughtful gift — as well as one that makes her feel desired — a new set consisting of bra and thong, or else a full suspender-and-waspie moment, is thrilling for everyone involved.
Having said that, actually how to choose lingerie for the woman in your life is still one of the most common question our gift guide experts are asked. So where to start? Emily Bendell, founder and CEO of one of our perennial favourite lingerie brands Bluebella puts in her two cents: “The whole point of beautiful lingerie is to make the wearer feel beautiful and confident." To do that, you're going to need to know a few things: her underwear (including bra) sizes, her personal taste in underthings, and which labels are actually worth buying from.
Below, we've compiled a list of the lingerie brands we love the most, as selected by the women on the team who have worn them, and the men who have bought their partner's bras and briefs for anniversaries, Valentine's Day and Christmas. First: some things you should know ahead of your shopping trip.
**SKIP TO: **The list | Know her bra size | Buy for her, not you | Consider the best bra style for her shape | Consider colour | There’s more to lingerie than bras and briefs
What lingerie should I buy her? Some top tips…
Know her bra size
It might seem obvious, but the cardinal rule of buying women’s lingerie is knowing her bra size (both chest width and cup size) and brief size. Seriously: never try and guess. “Simply put – an ill-fitting set won’t be worn,” Emily warned. Sure, her knicker size will probably be the same size as her jeans or gym leggings, but when it comes to a good-fitting bra, things get a little trickier.
Second to sucking it up and asking, the easiest route to success is taking a peek inside her existing lingerie drawer and taking note of the size she most often wears. Any caveats to your success? Depending on the bra style you go for (more on that later), you may find yourself faced with “normal” dress sizes (12, 14, 16 or M, L, XL etc.) rather than the usual 34B-kind-of set-up. Fret not, just opt for the size she’d normally go for in her tops.
Oh, and don’t panic if the lingerie brand in question (cough cough, Love Stories), stocks its lingerie in strange-looking sizes. Read: 1, 2, 3 and 4. As long as you know her bra and dress sizes, a store assistant or sizing chart should be able to help you.
Buy for her, not you
Now you know her undies size, it’s time to consider the style. We’ve got granular about the whole bra-style thing down below, but generally speaking, you should be buying something that she will feel great in. “No one wants to receive a gift that does not reflect their personal style – it suggests the giver does not know the recipient well, or is thinking of themselves and not the recipient,” Emily tells us.
That means that you shouldn't go for a lace-adorned push-up bra if she usually prefers sheer triangle bras. Instead, consider an elevation of her usual preferences. “Look at the styles and colours they already own. You shouldn't go too far out of their comfort zone, but you can push the boundaries a little with Valentine’s Day gifting. After all, it’s meant to be a time to celebrate intimate, loving relationships,” Emily says.
Consider the best bra style for her shape
We hate to break it to you, but a bra isn’t just a bra. Different shapes and styles suit different boobs. Balconette bras are best suited to bigger busts, for example, offering full cup support and lift without overdoing it. On the high street, brands like Wacoal, Boux Avenue and Wonderbra serve up a whole plethora of genuinely sexy bras for big boobs, while some of Agent Provocateur’s fuller-coverage styles go up to an F cup.
On a smaller bust, consider a delicately sexy triangle bra, for which Love Stories, Dora Larsen and Bluebella reign supreme. Regardless of size, Rosie Huntington-Whiteley’s collaboration with Marks & Spencer, Rosie for Autograph, provides one design in a range of shapes and styles – so if you know she’ll love Rosie’s elegant lace designs, you’ll be able to find a bra that fits her well, too. As ever, if you’re stuck, don’t be afraid to ask a store assistant.
Consider colour – and don’t be afraid of branching outside of black or red
Just because you’re shopping for women’s lingerie, it doesn’t mean you need to narrow your search down to red and black lingerie only. In fact, the likes of Tom Ford, Fendi and David Koma have all championed brightly-coloured lingerie as outerwear, while the trend has previously championed lace-trimmed neutrals.
Pastels and rainbow hues are fun to explore too: take Dora Larsen, a firm favourite among influencers and fashion editors alike, it's best known for colour-blocking in fuchsias, oranges, peaches and lavenders. Lounge, too, often offers its simple, comfortable designs in myriad colours.
Remember: there’s more to lingerie than bras and briefs
Don’t be afraid to think outside of the box and gift lingerie that isn’t your classic bra and knickers combo. Chemises, bodysuits and satin robes make for unexpected, alternative treats — and they’re pieces she’s less likely to buy for herself.
For suspenders, corsets and basques, try Agent Provocateur, bodysuits at Dora Larsen, elbow length mesh gloves at Fruity Booty and Old Hollywood gowns at Gilda & Pearl.
Scroll for our pick of the best lingerie brands for women, according to female shopping editors who have worn them.
1. Lounge
Why we love it: Comfortable | Affordable | Flattering | Loungewear Section
Cup sizes offered: 30A-40G
From Solihull, Birmingham to the world: this relative start-up is the lingerie brand most likely to take over as the next big high street proposition. Now available to buy in person in London, Leeds, Bristol and Manchester, Lounge crafts some of the most comfortable and desirable underwear whilst offering its wares at perfectly reasonable. Its coveted, signature ‘Blossom’ collection is a solid bet for a giftee just embarking on their Lounge collection, though there are easy wins to be found across the entire site.
For more of a comprehensive gift, you now also have the opportunity to shop some luscious loungewear, which the brand — true to its name — has started to craft with characteristic flair. Reach for T-shirts, leggings and joggers from the apparel section for pieces that carry the same chic style as Skims.
2. Bluebella
Why we love it: Expensive-looking | Contemporary | DD+ Section
Cup sizes offered: 30A-38F
If it’s trend-led, expensive-looking lingerie you’re after without breaking the bank, consider British lingerie label Bluebella. Its speciality? Modern lingerie at an accessible price point. “Lingerie is both intimate and luxurious, and Bluebella pieces aim to empower women to feel their best selves so they work as a great gift to enjoy on Valentine’s and beyond,” Emily — the brand’s founder — told us.
Bluebella’s sizes go up to an F-cup in bras and a 26 in briefs and nightwear, and it has a dedicated DD+ section on its site, too. Its black lingerie offering is particularly great, so if you’re after a contemporary twist on classic styles, you won’t be able to go far wrong. “Black is always a very safe bet and also offers so much variation,” Emily said. “From bold and strappy, through to more lacey and feminine.”
3. Dora Larsen
Why we love it: Unique | Playful & Colourful | DD+ Section
Cup sizes offered: 30A-38DD
Working with innovative (and ultimately, pretty adorable) shades — candy pinks, citrus greens, Indian Ocean blues — Dora Larsen has grown a cult following for its cutesy yet seductive lingerie. Simply put: these are flirty pieces made to be worn for longer than the five minutes before they're removed.
A frequent flyer in every fashion editor's lingerie collection, you're as likely to find embroidered green flowers against pink mesh as you are lemon yellow cotton with sherbet lace trims. Even better? You'll find these smalls everywhere from Net-A-Porter to Anthropologie. If you're opting for this brand, it makes sense for you to make a beeline for the brightest pieces possible in the most clashing shades.
4. Agent Provocateur
Why we love it: Luxurious | Infamous | Soft kink & bridal options
Cup sizes offered: 32A-38G
A lingerie brand that's synonymous with the femme fatale, Agent Provocateur sets carry the implication of a concealed .44. Charged with lace, bows and lashings of black, here is the place to head if your giftee is the type to turn up wearing nothing but underwear and a trench coat. Co-founded by Vivienne Westwood's son John Corré, there's more than a little punk insouciance thrown into these hyper-feminine pieces, from plunging mesh to strappy leather.
It also offers more reasonable a range of sizes than you might expect from a brand that still prefers models on the tiny side, with sizing ranging from a 32A to a 38F. Popular pieces usually include anything smoky black and lace, with the plunge underwired bra proving particularly covetable, while those seeking more expensive pressies should look to something like one of the spectacularly gorgeous corsets and basques.
5. Fruity Booty
Why we love it: Comfortable | Cheeky | Matching elbow length glove options
Cup sizes offered: XL-XL
You know a lingerie brand is making good on its goals (helping the women who wear its pieces feel amazing) when it creates its own ready-to-wear collection. That's what's just happened with Fruity Booty, the sustainable UK brand that started out with its simple, irresistible, still-best-selling cherry thong. Yes, you can now buy sheer slinky dresses and simple cardigans made from soft recycled polyester, but the vintage-inspired sets, including the above mesh “Wallpaper” set are the focus of our gift-giving this season.
Add a suspender belt and a matching pair of elbow-length gloves for the full, fabulous effect (and pick up a pack of those cherry thongs while you're at it).
6. Spanx
Why we love it: Flattering | Soft-to-Touch
Cup sizes offered: 30A-42G
No, “shapewear” isn't a bad word. Though it might have a somewhat tumultuous place in many women's lives and lingerie drawers, hear us out when we say that figure-wear has come a long way since the days of pinching, scrunching and unseemly seam lines — and in no small part because of brands like Spanx.
Placing equal weight on form and function, Spanx's seductive yet body-sculpting output is nothing like the restrictive shapewear found in your mum's top drawer. This is shapewear that values self-confidence, not just outward aesthetic. All that to one side, though, you might want to wait for a specific request from your partner for some shapewear, lest they misconstrue your intent.
7. Gucci
Why we love it: Opulent | Italian-made
Cup sizes offered: XXS-L
Lingerie may not be the first thing that comes to mind when you think of Gucci, but the Italian label does offer a collection of carefully curated smalls, largely revolving around whisper-thin fabrics and the house’s instantly recognisable interlocking ‘G’ monogram.
Tiny rhinestone bra aside, you’ll find mostly tulle delicacy in Gucci’s lingerie collections — on everything from corsets to thongs. Sheer and hardware branding are also both common touchstones for the pieces on offer here, and thus perfect for fashion lovers who worship at the altar of the father, the son and the House of Gucci.
8. Lily Silk
Why we love it: Long-lasting | Luxurious | Comfortable
Cup sizes offered: S-L
Lilysilk's philosophy is to create beautiful pieces made from the finest materials, all of which are designed to be long-term investments that won't go out of style. Given that silk lingerie will never not be fashionable or luxurious, it's well worth making the investment in quality pieces like these. As far as the designs go, the colours available largely fall under elegant neutrals, taking a low-key and ultra-wearable approach that goes to increase their longevity, thus suiting women who prefer a subtler look.
Do note that the sizing offered by Lilysilk isn't quite as comprehensive as some lingerie brands in just small, medium or large. Though silk underwear doesn't need to be quite as form-fitting and won't make as much difference as the sizing of more structured bras, it's still a factor worth paying attention to for the perfect fit.
9. Simone Pérèle
Why we love it: Comfortable | Elegant
Cup sizes offered: 30A-44H
If you want history on your side, Simone Pérèle has been making lingerie since 1948, focusing on designs that are both supportive and comfortable while also capturing a very feminine feel with glamorous undertones. Lace is central to most Simone Perele designs, with black, white and cream featuring regularly throughout its collection, tapping into the elegant look you'd associate with French fashion. If she's into a more feminine vibe, it's worth a look.
10. Parade
Why we love it: Size-inclusive marketing | Comfortable | DD-EF Section
Cup sizes offered: 32A-46G
Parade's mission statement is simple: everyone deserves to be comfortable. Between celebrating the uniqueness of all bodies, championing community diversity with every skin tone catered for and doing its bit for the planet with sustainable manufacturing processes, there are many reasons to support Parade's all-inclusive mission.
A stand-out among recent collections, Parade's ‘Sexy Silky Mesh’ range is made from the softest, superfine recycled fibres, giving it a weightless and luxurious feel while allowing wearers to move freely of familiar tugs, digs and pulls that so often accompany the wearing of lingerie.
11. Calvin Klein
Why we love it: Comfortable | Iconic
Cup sizes offered: XS-XL
Calvin Klein is a brand that really needs no introduction when it comes to underwear, whatever your gender. The label has a rich history founded on its modern and seductive mode, and much of its success has been in imbuing its signature minimalism with a hefty dose of marketing sex appeal. In the process, the label has garnered firm fans in the likes of the Kardashians, Kate Moss, Dua Lipa, FKA Twigs and many others. After all, who can resist the peak of that tell-tale logo band poking out of warm-weather 'fits?
12. Coco De Mer
Why we love it: Sexy | Luxurious | Sex Toy Section
Cup sizes offered: 32B-36E
Coco de Mer started life as a small underwear boutique in London’s Covent Garden, but has grown tremendously of late. It’s now one of the most luxurious lingerie labels on the market, stocking everything from silk robes to suspenders, bodysuits and lace cup bras – and championing the beauty of seduction.
13. La Perla
Why we love it: Luxurious | Classic | Iconic
Cup sizes offered: 30A-36D
Another lingerie brand with cult status is Italian label La Perla, which was founded in 1954 and has since garnered an army of celebrity fans including Kendall Jenner and Gigi Hadid. Need further reason to invest? Every design is synonymous with feminity and sophistication, but with comfort at its heart. Yep: its everyday t-shirt bras and multiway styles are as elegant as they come, while silk-blend satin chemises are investment pieces she’ll keep in her lingerie drawer forever.
14. Rosie by Autograph at Marks and Spencer
Why we love it: Very inclusive sizing | Timeless | Affordable
Cup sizes offered: 30A-44H
Look inside the lingerie drawer of almost any woman, and rest assured she’ll have a few pieces of M&S lingerie inside. And for good reason. Rosie Huntington-Whiteley’s underwear line Rose by Autograph is the star of the show at the high street store. It's been hugely successful since the Victoria’s Secret model pitched the idea to the high-street hero back in 2012, and it’s now estimated that of the one in three women who are wearing an M&S bra in the UK right now, one of those is donning something by Rosie. Impressive, huh?
15. Kiki de Montparnasse
Why we love it: Delicate | Unique
Cup sizes offered: 32A-36DD
The lingerie brand to opt for if pretty, delicate florals are her thing. Perfectly pairing playfulness with provocation, the New York-based lingerie label — named after model and actress Kiki de Montparnasse — is best known for unapologetic black and red lingerie, down to delicate details like suspenders and garters, all of which work to celebrate the female form.Just note: as a luxury lingerie brand, these designs can be expensive. See here: their beaded lace bra which comes in at a sweet £1,068… but you can hardly put a price on confidence in the boudoir.
16. Savage x Fenty
Why we love it: Empowering | Sexy | Loungewear Section
Cup sizes offered: 30A-36E
Most likely, Savage x Fenty needs no introduction… but we’ll give it one anyway. Having taken over just about every YouTube, TikTok and Instagram ad and algorithm out there, Rhianna’s foray into the world of underwear and lingerie has been nothing short of a hostile (but rather welcomed) takeover. Precisely what you’d expect and hope for from the defiant, edged-up star, Savage x Fenty’s offering is energetic, empowering and, quite simply, iconic. Beginning as a subscription service back in 2018, the label’s lingerie offering is now stocked by the likes of Amazon and Asos, and caters to a broad range of bodies, from sample to curvy and plus-size, XS to XXL, this retailer has got something for every body and every underwear drawer out there. So, be it a seductive pair of PJs, traditional lingerie or something more simple and comfortable, chances are that Rihanna has you (and your giftee) covered.
17. Pour Moi
Why we love it: Classic | Up to a J Cup
Cup sizes offered: 30A-44J
Given that Pour Moi sells one bra every thirty seconds, there’s no denying that it’s one of the most popular brands on the market right now for women’s underwear. Which means one thing; it’s a pretty reliable bet. Priced at an elevated, but still moderately affordable rate, it’s a good benchmark brand to start with if you’re not comfortable heading into a more luxury gift, but still want something that’ll feel a bit more special. And the designs have the same feel. There’s plenty of range, with a wide variety of colours and styles on offer, all of which cover different vibes. And it’s not just underwear or lingerie either. If you’re after multiple gifts, you’ll be able to buy pyjamas, nightwear and even swimwear here too.
18. Skims
Why we love it: Stylish | Soft-to-Touch | Flattering
Cup sizes offered: 30A-46H
It’s hard to go wrong with an underwear set from Skims. Designed to flatter women of all shapes, sizes and skin tones, we’d bet the brand’s bestsellers are already on her wishlist. They’re certainly all over her feed – the bodysuits, slipdresses and cosy lounge sets are constantly viral. Their appeal? As well as an unbeatable blend of body sculpting and chic comfort, Skims’ seamless silhouettes are wearable beyond the bedroom. The minimalist nude hues are simple, yet sexy, and will layer exceptionally well with her existing wardrobe. Best of all, there’s a maternity line constructed for easy nursing, body support and swelling relief, so she can feel and look her best in every season of life.
19. Love Stories
Why we love it: Comfortable | Classic | Feminine
Cup sizes offered: 32A-38F
Taking lingerie’s reputation for being uncomfortable and throwing it right out the window, Love Stories is here to finally make refined, feminine and sexier underwear something women actually feel like they want to wear every day. Founded by stylist Marloes Hoedeman, the whole ethos of the brand is to be actually designed for women, shunning more structured and constricting features like underwires, and instead focusing on feeling just as good to wear as they look, making them feel more confident. And the styles are all about versatility, looking to capture a range of styles rather than just a one-size-fits-all adherence to traditional looks. The only downside? It’s mainly suited to smaller sizes, due to a focus on more bralette-style pieces and the fact it only goes up to an F cup.
20. Wild Lovers
Why we love it: Feminine | Retro | Affordable
Cup sizes offered: 32A-36D
Founded by women, for women, Wild Lovers is the lingerie brand that puts a diverse image of femininity at its core. Eschewing a traditional offering of black lace and red mesh, the brand instead presents a selection of retro-inspired lingerie in trend-driven prints and vibrant colour palettes, all whilst catering to a range of body shapes and sizes. With everything from animal-printed corsets to satin thongs, Wild Lovers is here to awaken the inner ferocity of everyone who dons it.
21. Boux Avenue
Why we love it: Inclusive Sizing | Affordable | Loungewear Section
Cup sizes offered: 28A-40 G
Black lace has long been a classic in the genre of Valentine’s Day gifts for her, but very rarely does the formula stray from the classic balcony design. That’s why we’re spotlighting this Elyse set, a highlight of Boux Avenue’s extensive Valentine’s collection that bucks tradition and opts for a halter silhouette. Often more comfortable, the halter is a preferred design for those women who want a little less pressure on the shoulders, and — in the case of this lacy, push-up design — is still a sexy option. Comfort and coquettishness are themes that abound throughout the rest of Boux Avenue, one of our favourite affordable lingerie brands. Head there for more beautiful designs like the Elyse, and for a fantastic selection of lounge and nightwear.
22. Gilda & Pearl
Why we love it: Glamorous | Luxurious | Bridal Section
Cup sizes offered: XS-L
For the woman in your life given to lounging like a queen, only the most regal lingerie will do. Enter Gilda & Pearl’s glamorous range of handcrafted slips, robes and separates – opulent pieces fit for reclining in the highest style. Whether she’s luxuriating in a long bath or bedding down for some beauty sleep, the collection’s high-momme silks, lacy negligees and velvet sleep sets will dress her like royalty for the occasion. And that’s not all – the atelier’s suite of luxe nightclothes boasts Swarvoski-studded numbers and an abundance of grand feather trims, plus a host of big day dressing gowns for the bride-to-be.
23. Cosabella
Why we love it: Luxurious | Classic | Iconic
Cup sizes offered: 28A-42FF
It’s a strange quirk of lingerie brands that many of them don’t carry extended sizing — often even beyond a DD. Cosabella is the rare label that not only doesn’t cater for larger cup and band sizes, but also delivers on style. Shop pretty, oft-lace sets in up to an I cup, including in this comfy yet sexy longline bralette in blue and pink.
24. Out From Under
Why we love it: Comfortable | Swimwear Section
Cup sizes offered: 32A-34D
Putting an equal weight on comfort and aesthetics, Out From Under is the thoughtful lingerie brand that looks after every element of its wearers, instilling them with a simple, wholesome confidence. With everything from quality loungewear and ribbed-trim cropped T-shirts to lacy bralettes and boned corsets, Out From Under's wide-reaching offering makes for the ideal one-stop shop, catering to the full variety of content in her chest of drawers. Scroll on, and pick out what feels right.
25. Fleur Du Mal
Why we love it: Inclusive Sizing | Retro | Bridal Section
Cup sizes offered: 30A-40G
Romantic in name, and romantic by design, the vintage-inspired words of Fleur Du Mal are as delicate as they are deeply, richly, seductive. Named after Charles Baudelaire’s infamously scandalous collection of poetry, Jennifer Zuccarini's fashion-forward lingerie brand is defined by its intricate approach to femininity, where delicate embroidery sits alongside strong, bondage-esque straps.
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