14 female-led lingerie labels we absolutely love

Posted by for Fashion

A generation of female lingerie designers are here to reinvent your underwear drawer. We’ve rounded up the most impressive ones that are here to comfort and your support your body. 

When was the last time you treated yourself to new underwear? No, I don’t mean a new sports bra or low-rise jean friendly knickers (though both are worthy purchases that have recently flashed up on my Monzo notifications). I’m talking about lingerie.  

Unapologetically beautiful, well-fitting lingerie has the power to leave you feeling unstoppable. Whether you’re looking for styles with boudoir interest for your self-isolation partner or just want to wear something extra special under your stay-at-home loungewear, the perfect lingerie set is an everyday indulgence that never fails to add an extra touch of sparkle to your day. 

Once upon a time (around the same time glass slippers were still in vogue) lingerie automatically meant oversized bows, garish satin and marabou feathers, but the days of male gaze-inspired separates are long gone.

Enter a new generation of female-led lingerie brands, designing the beautiful yet functional pieces that celebrate women. Paying as close attention to fit as they do design, these functional, comfortable yet luxe pieces are the styles that you’ll want to wear for yourself. Beautiful lingerie has the power to make you feel confident, and a lingerie set that leaves you feeling unstoppable has a place in every woman’s underwear drawer.

Whether your definition of beautiful is understated cotton separates or jewel-toned lace, an unlined bralette or an underwired bra with added support, we’ve found the exquisite pieces that are as wearable as they are indulgent. 

  • Dora Larsen

    Dora Larsen lingerie

    Dora Larsen was created by ex-lingerie buyer, Georgia Larsen, from her south-east London flat in 2016. Tired of buying fashionable bras that felt uncomfortable, Georgia decided to combine her technical expertise of lingerie with her love of design, and set up her own brand. 

    She took fit as her starting point, ensuring that comfort was central to her designs and using colour as her inspiration. The result was a curated collection of everyday, contemporary designed lingerie. 

    Shop Celi padded bar, £52, Dora Larsen

  • Lonely Label

    Lonely Label lingerie

    The cool girl’s go-to lingerie brand, Lonely was born in 2009 in New Zealand. The idea behind the brand was to take away all expectations of how people “should” look in a product, and focus on how the lingerie makes the wearer feel. 

    The brand have put body positivity and comfort at the forefront of their brand by creating beautiful pieces that support the body, casting a wide range of women as their models and never retouching pictures. 

    Shop Vivienne underwired bra, £126.88, Lonely 

  • Mary Young

    Mary Young

    Mary Young’s eponymous label was founded in 2014 with a desire to create minimal but comfortable lingerie that could be worn on every occasion. She then set out to design a small collection of lingerie with no underwire, padding or reshaping aspects — focusing on the natural woman’s body and celebrating every curve. 

    In order to bring her empowering conversation around women’s bodies to life, Young launched the Self Love Club for customers to open up a dialogue within the community to focus on self love and acceptance. 

    Shop Dia bra, £55, Mary Young

  • Beija London

    Founders Abbie Miranda and Mazie Fisher believe that your body shape shouldn’t dictate which styles you can wear, and so London-based brand Beija was born. Growing up with families in the  lingerie business, Miranda and Fisher have used their backgrounds of experience to rip up the rule book to create a brand that creates incredible underwear for every woman, whatever their body type.

    Unsure of your size? Coronavirus closures aren’t about to let Beija come between you are the best fitting, confidence-boosting bra you’ve ever bought.  Simply book in via their website for a complimentary online fittings conducted as a video call with an expert fitter, and have your perfectly fitting bra delivered directly to you. 

    Shop Beija London stand out Z bra in black, £65

  • Marieyat

    Blurring the boundaries between lingerie and loungewear, Marieyat creates knitted pieces that feel completely modern. With a unique aesthetic that combines a unisex approach to design with an awareness of the needs of the female body, Marieyat’s bras are set to become the coolest pieces in your underwear drawer. Designs such as this ribbed tube top bra strike the perfect balance between style and function. The neck harness and white contrast straps add immediate interest to an otherwise understated t-shirt or oversized shirt, but can be easily removed if you prefer a more understated approach. 

    Shop Marieyat vanessa top in black, £60 


Baserange’s sets are simple and sustainable – just the thing if you don’t like frippery. Burnt orange piping adds a subtle pop of colour to this pared-back set.

Shop Baserange Pam bra, £43


Araks was founded by New York-based Central Saint Martins graduate Araks Yeramyan with the aim of making women feel confident and beautiful. This blush toned bralette and brief set is delicate, effortless and chic.

Shop Araks Beatrice bralet & Aaron briefs, £125

Les Girls Les Boys

Les girls les boys khaki daisy bra

Leading the way in ‘bed to street’-wear, Les Boys Les Girls is forward-thinking and fun. The khaki colourway of this lace triangle bra makes for a cool-girl spin on classic pink, and is also available with underwiring for those looking for a style with added support.

Shop Les Girls Les Boys daisy triangle bra, £45

Love Stories

Love Stories is putting the fun back in lingerie, swapping traditional fabrics and restrained colour palettes to create feminine yet playful pieces. Silky burgundy-toned triangles, semi-sheer blush lace and apricot satin banding make this bralette feel sumptuous against the skin while providing the light support that’s perfect for lounging.

Shop Love Stories love lace bra, £47

Fleur Of England

Fleur of England wallflower strapless bra

The strapless bra is one of the more practical (read: boring) items in our lingerie drawer but thanks to crimson red embroidery and Italian tulle this boudoir bra is transformed from plain to unapologetically sexy. We’re calling it the Fleur of England effect.

Shop Fleur Of England wallflower strapless bra, £95 

Else Lingerie 

Else’s Petunia collection has been a bestseller since its launch, and it’s not hard to see why. A fuller cup and underwiring provide structure and support, while scallop-edged lace offers serious boudoir interest.

Shop Else Lingerie petunia full cup underwire bra, £74

Anine Bing 

A longline bra is the ultimate underwear-to-outwear piece. Whether you prefer to yours underneath a top or worn as a top, this black lace bralette is chic and sleek.

Shop Anine Bing Marley bralet, £76 

Gooseberry Intimates 

Gooseberry Intimates full on glam iconic emerald bra

Every lingerie drawer deserves something truly exceptional and this jewel-toned, bondage-inspired set by Gooseberry Intimates is the perfect piece to have in your arsenal, ready to slip on whenever you want to look (and feel) incredible.

Shop Gooseberry Intimates full on glam emerald bra, £54

Loveday London

Loveday Atlanta plunge bra

If your underwear drawer is already overflowing with sultry sets, then you’ll want to take your lingerie game to the next level with an embroidered plunge bra by Loveday London. Leather shoulder straps and a cross over back detail give this bra serious after-dark interest, or add an unexpected element to a backless dress.

Shop Loveday London Atlanta plunge bra, £145

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