Valentine’s Day is around the corner, so thoughts of where to buy lingerie might be top of mind. That said, we don’t need a national holiday to give us a reason to fresh our underwear drawer with the best lingerie—it’s something that can always use an uplift, no matter what month it is.
Just like shopping for swimsuits, finding the best places to shop for lingerie online can sometimes be overwhelming, so we did the research to pull together a definitive guide of the major ones—from direct-to-consumer brands that make the trial process of shopping online a little easier, to our favorite retailers with drool-worthy intimates departments, perfect for a celebratory event or to add a little spice for a night in.
We’ve covered the bases when it comes to categories and preferences, too. The minimalists out there will rejoice in simple styles from Cuup, Skims, and Negative Underwear—where you can find standard colorways always in stock, or a fun surprise every now and again, with limited edition hues. Those looking for something beyond the everyday will delight in statement-making options from Agent Provocateur, Araks, and Eres. Meanwhile, major retailers such as Ssense, Net-a-Porter, and Nordstrom are a lingerie-lover’s treasure trove, always well stocked with some of our favorite brands, such as Fleur du Mal and Kiki De Montparnasse, for extra-special moments, as well as everyday basics (smooth bralettes, strapless bras, bodysuits, etc.) from the likes of Wolford and Commando.
Vogue’s Top Lingerie Destinations:
On the fit front, many of these online lingerie retailers are doing everything possible to make the process of finding your ideal match even easier, with virtual guides, questionnaires, and experts available on-call. In the modern world, it’s nice to have these additional conveniences at your fingertips, especially when you are not able to go and try things on in-person.
Go ahead, indulge in something new from our guide of the 22 best places to shop for lingerie, each one more magical than the next.
Free People’s lacy pieces feel easy enough to wear every day, and 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.
The fashion insider’s most surprising delight, Skims cracked the code on turning shapewear into the kind of lingerie that’s no longer a secret—not to mention, their range of not-so-everyday-looking intimates, comfortable enough for daily wear. Their site maintains a guide to navigating the collection. You’ll find the highly coveted Fits Everybody collection in the best sellers, along with the latest drops to ogle over.
Do you love a classic department store experience? Saks offers the latest women’s intimates from top brands—and all you have to do is scroll for your favorites. Discover a curated selection of women’s lingerie in an abundance of selection without ever stepping foot outside your door. The options are endless (and there are new lingerie arrivals weekly!) with an array of fine fabrics, colors, and fits.
Beyond innovations in hosiery, Wolford offers bras, underwear, and an entire shaping lingerie category online, with gentle variations designed for layering to individual needs. From bodysuits that are made to be seen and can be paired with a favorite pair of jeans or skirt for a night out, to sexy, mesh dresses that actually provide shaping technology.
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 body shaping. Scroll through seamless bestsellers and undetectable thongs, that feature their patented technologies, a stand-out in the intimate space, all with the intention of making you feel your very best.
Araks is a lesson in the power of color theory. Consciously created in New York, the line offers underwear sets made from upcycled fibers, electric-washed silk slips and surprisingly beautiful seaming on bras. At a glance, they carefully break down every fit—for a deeper dive, the direct contact for an expert opinion is a click away.
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. For a better understanding of every angle, their virtual gallery shows styles on moving models of all sizes.
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.
Savage x Fenty reminds us that beyond size inclusivity, Rihanna’s intimates brand welcomes all genders. Lace-trimmed bras, teddies, and scintillating slips are offered via a VIP subscription that trims price tags—and expands possibilities.
For all the best brands in one place, you can rely on Nordstrom to take the guesswork out of shopping for lingerie. Skims, Natoria, and other beloved lines are all stocked with the retailer, with virtual fittings at the ready, while in-store you will find tailors and personal shoppers to help with every need.
Another cyber styling convert, Natori offers complimentary virtual fit sessions with their wardrobe specialists. Through the Natori Gives program, each online purchase comes with the option to choose your favorite charity and donate 1% of the sale—at no extra cost.
In its “Editors’ Notes” section, Net-a-Porter offers the scoop on every brand with fits, fabrics, and styling inspiration. The site also makes a point to call-out pieces that are low in stock, an insider’s guide to what everyone else is shopping and loving.
Cuup makes it easier to find a style that fits with clear sizing breakdowns and free shipping on orders over $75. Whether you prefer neutrals, bright colors, or playful prints, Cuup has options in every style and has an extensive size range that consistently has customers coming back for more.
Negative Underwear was woman-founded in 2014 and over ten years later, is still female-operated with a continued mission to uncomplicate women’s intimates. The brand prides itself on fit and wear testing all of their undergarments to create minimalist pieces that emphasizes comfort, quality, and function first—not to mention, offering sizing up to DDD-G cup bras and bralettes in their most popular styles.
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.
Intimissimi’s silk basics with elegant, pared-down finishes rival more expensive brands. Online, they curate capsules of straightforward essentials. Offline, they create around 90% of their products in their own factories for heightened control of the production chain.
Shopbop seeks to be a retail destination for style inspiration and discovery. Amidst its many offerings, Shopbop’s selection of lingerie ranges, from romantic separates, to comfortable yet cute basics, and lust-worthy bodysuits. Keep browsing, and Shopbop’s “recommended for you” section will know your favorite intimates before you do!
Ssense is known to collaborate with indie designers for exclusives that can only be found online. Spanning from ethereal, athletic, to edgy, Ssense seeks to reflect a pure and unabashed feminine sexuality indicative of the twenty-first-century woman.
Parisian label Eres seeks to provide beachwear, lingerie, and loungewear, offering a complete wardrobe of intimates with French-cool-girl flair. Their mesh and lace sets are truly dreamy, while always retaining a minimalist feel.
Founded in 2007, New York’s own Journelle is a luxury lingerie boutique on a mission to make lingerie 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 shouldn’t be overlooked, either.
Indulge in something sultry for yourself or a special someone (hello, bachelorette parties!) with editor favorites from Kiki De Montparnasse, Simone Perele, and Fleur du Mal; these are just a few of the elegant brands they stock.
Whether you have something to energize your everyday basics in mind (they carry everything from Third Love and Commando to Spanx) or a touch more seductive, Neiman Marcus’ lingerie department is a home run that makes stocking up, incredibly easy.
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