15 Lingerie Brands Redefining the Look & Feel of “Sexy”
The idea of “sexiness” resonates differently with every woman—as does the style of lingerie that makes her feel her most confident. While silk and lace designs empower many, others have cozier preferences (especially now). Apart from trending in the undergarment space as of late, a more practical sensibility is the driving force behind myriad labels redefining the look and feel of “sexy.” Think so-soft ribbed sets, full-coverage cotton bra and panty combos, and retro-inspired silhouettes like high-waist undies and soft-cup bras. And although COVID-19 has presented many challenges for fashion brands, it’s also led to sell-out runs for lingerie makers who prioritize comfort and coziness over body-baring designs or fancy fabrics.
“Sexy to me has always been in direct correlation to confidence,” lingerie designer Mary Young tells Coveteur. “[It] doesn’t have a look or shape, but rather is an energy and attitude possessed by the individual.”
Young has always focused on comfort and ease in her designs, an approach that has similarly been at the crux of the minimalist basics brand Baserange—founded by Blandine de Verdelhan and Marie-Louise Mogensen—and Los Angeles–based line Botanica Workshop, founded and designed by Misa Miyagawa. “It’s always been essential to us that people can move in it the way they want and are not dictated or restrained by any wire, padding, or fabric,” de Verdelhan explains of the label’s designs and material choices, like organic cotton and bamboo. “We chose fabric that feels good to wear and breathe in,” she says, adding, “We do not use underwires or padding, but cuts to create support and comfort.”
Young has more heavily leaned into comfort by introducing new pullover styles that simplify her designs, removing all hardware like rings and sliders. “These styles are great for everyday wear along with low-impact workouts so you don’t need to change to get in that midday yoga,” she says.
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Baserange Photo: Dan McMahon; Styling: Giovanna Flores... Read More
“Our supersoft, organic cotton high-waist briefs and wireless bralettes have been a hit, and we sold out of them multiple times last year,” Miyagawa tells Coveteur of Botanica Workshop’s current best sellers. Her loungewear business has also steadily grown, with cami dresses and comfy tube socks being popular, WFH-friendly options to pair with the label’s panties and bras. “The most surprising change was that our multi-packs started selling out almost instantly—our customers are looking for a full drawer of their favorite colorful organic briefs!”
Shiara Robinson, founder and designer of LaSette, tells Coveteur that comfort is currently a top priority for her pieces, as is the desire to use subtle design details to make lingerie feel less intimidating overall. “That means thinking about what will work for a day spent working from home in the time of COVID and social distancing,” she says. “Is the item comfortable, evoking happiness and confidence?”
Robinson says sets have been of significant interest among her customers. “They are also buying into my concept of mixing and matching [pieces] to create your own set,” she reveals. “Over the first 12 months, there was a large interest in our slips—those are still our best sellers, but we have seen an uptick in sets, especially over the holiday season.”
While it’s clear that the current pandemic has drastically changed our shopping habits, as well as what constitutes “sexy” when you rarely leave the house, we were pleased to find 15 brands that are successfully redefining the look and feel of modern lingerie. Keep scrolling to shop our favorite pieces for cozy at-home Valentine’s Day festivities and beyond.
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