Gooseberry Intimates
This up and coming brand is all over social media as the next big thing. And it’s not hard to see why. With delicate lace underwear and beautiful designs, this lingerie brand is just as unique in style as their name. Their flagship store is in Bali, a destination featured in basically every influencer’s bucket list. They even offer free shipping over $200. So club together with a friend to transform your wardrobe.
Aerie
Aerie is a company under the umbrella of American Eagle. They recently made headlines for their body positivity campaign, including models of all shapes and sizes. The now-famous photos were untouched, promoting a different side to other lingerie companies – an aspect that many customers loved and widely reported on fashion blog sites. Their profits were up for 16 consecutive months after the launch of the campaign.
Savage x Fenty
Rhianna’s brainchild ‘Savage x Fenty’ is a brand preaching exclusivity for all women, no matter their race, religion or size. They are perhaps on of Victoria Secret’s biggest rivals to date, catering to those women tired of industry standard models used by the brand. It features a range of classic bras for everyday as well as more seductive pieces.
Les Girls Les Boys
Originally started by the previous owner of Agent Provocateur, les girls les boys offer something different to the designer lingerie market. They focus on a ‘street-to-bed’ look, underwear that’s easily transitioned from bed to daywear in no time. Their pieces are all designed to be loungewear, and they also offer pyjamas in their range.
True&Co
This brand offers something for women who may find it hard to get well-fitting bras. They start with a quiz, asking women about their body type and their preferred bra styles. They will then get to receive a personalised selection of bras in the post to try on for size. Any bras they don’t like they are able to send back. A great idea for those who struggle with finding a bra in other stores such as Victoria Secret.
What’s Next?
Victoria’s Secret has been receiving press in the last few months for all the wrong reasons. It seems that even their most loyal customers are tired of their yearly fashion show, showcasing skinny models who tell stories of their lack of food in preparation for the walk. Whether it’s enough for them to be dethroned yet it to be seen.
