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The best online lingerie shops for Valentine’s Day and beyond, chosen by a fashion writer
Upgrade your underwear drawer with our favourite brands
There is something undeniably indulgent about a brand-new lingerie set, whether you’re buying it as a treat to yourself or as a present for a partner this Valentine’s Day. From frilly and fanciful pieces to practical yet sensual sets, lingerie is a firm wardrobe essential, whatever your relationship status – it is, after all, your first layer each day.
From wired to non-wired, cupped to mesh, the right set for you is entirely down to personal preference. While some may have a penchant for lace and skimpy thongs, others look to elasticated waistbands and pin-up brief styles that still offer some support. Equally, you may be drawn to playful red and pink pieces, while minimalists are likely to prefer classic black, white or neutral finishes.
Thankfully, the lingerie world is brimming with brands catering for every taste, budget, shape and size – from fuller-bust bras to flattering small-cup silhouettes. Beyond reliable favourites such as Boux Avenue, Pour Moi and M&S, the high street has upped its game with more size-inclusive options that don’t scrimp on style (Asos, H&M and River Island are all pleasingly affordable).
Others, such as Dora Larsen, Fruity Booty, Stripe & Stare and Nudea, have embraced the need for more functional lingerie, growing a loyal following for their flattering sets that are still supportive and comfortable.
Here, I’ve rounded up all the best lingerie shops and retailers to know, from affordable favourites to luxury labels.
Read more: Valentine’s Day gift ideas for him and her that will truly impress
Best online lingerie shops in the UK
Skims
Skims has become synonymous with sculpting lingerie. Its founder, Kim Kardashian, consistently goes viral for her bold launches, be it a nipple bra, butt-lift pants or knickers with hair (yes, really). But beyond the headlines, its lingerie is truly great. Designed with buttery soft fabrics with form-flattering silhouettes, its underwear offers everyday comfort, while smoothing, sculpting and lifting at the same time. What more could you want?
Boux Avenue
Boux Avenue has long been a go-to on the British high street. Stocking everything from cosy nightwear to swimwear, loungewear and more, it’s bestsellers include the Mollie bra and various red sets. You can turn to the brand for just about every occasion, whether you want a sexy set, a trusty two-piece or cosy, comfortable separates. It won’t fail you.
Dora Larsen
Dora Larsen is a firm favourite for mood-boosting sets that don’t compromise on comfort or wearability. From its pretty tulle sets to organic cotton everyday underwear, the brand’s styles are a standout additions to any lingerie collection. Its sensual sets are designed with everyday wearability in mind – there’s a reason why Dora Larsen is one of the most covetable lingerie brands around. Catering to a huge range of body shapes and sizes, these beautiful designs are far from mass-produced.
Pour Moi
Pour Moi is a go-to for everything from everyday basics to luxury-looking sets, all at an affordable price point. Ranging in bra sizes from 32A to 40J, there’s something to suit almost everyone and no short supply of vibrant colours to subtle shades. Suspender belts, stockings, bikinis and nightwear are also available, making it a one-stop-shop for everything that can be included in your underwear drawer.
Intimissimi
Specialising in premium-looking pieces without the luxury price tag, Italian label Intimissimi counts the likes of Kendall Jenner and Bella Hadid among its fans. Stocking both men’s and women’s underwear, the brand is best known for its lace triangle bras, seasonal sets and bodysuits, all in beautiful fabrics and silhouettes.
Lemonade Dolls
Teaming functional elasticated bands with alluring lace, Lemonade Dolls is kitting out your lingerie drawer for every occasion. The brand’s signature lace sets are perfect for Valentine’s Day, and at a pleasingly affordable price point. Sexy and supportive, Lemonade Doll’s set is perfect for those wanting a lacy look that can be worn all-day-long. Fuller-bust options are also available, making the brand accessible to a huge range of shapes and sizes.
Calvin Klein
The enduring appeal of Calvin Klein’s lingerie lies in their subtle sexiness, embodied in the brand’s monochrome ads reaching back to Kate Moss and Mark Wahlberg’s iconic 1990s campaign. Proving that there’s nothing sexier than a pair of #Mycalvins, the name is synonymous with underwear. It doesn’t get more classic than the white colourway of the bralette and matching thong, with the well-crafted cotton design a must-have in your lingerie collection.
Best Valentine’s Day lingerie
I.D. Sarrieri
Luxury-lingerie-lovers, let us introduce you to I.D. Sarrieri. These beautiful pieces are rather pricey, sitting around the £100 to £200 mark, yet are sure to satisfy those with expensive tastes. Handmade by a team of 10, the attention to detail is unmatched.
Ann Summers
Ann Summers needs little introduction. Founded in the 1970s, it was the first brand to bring sex toys to the British high street. The stalwart remains a giant in the lingerie world, especially when looking for sexy separates for Valentine’s Day. From heart-embroidered silky sets to crotchless thongs, suspenders, bodysuits and more, it’s a one-stop shop for your collection.
Agent Provocateur
Few brands do Valentine’s Day quite like Agent Provocateur, as the brand has a designated range each year solely for the big day. Think love hearts, feathers, sheer fabrics, robes and lace, as well as role-playing costumes. The label’s pieces are always glamorous and decadent – they might not be a set for everyday use, but you’re sure to reach for it well beyond Valentine’s Day.
Gilda & Pearl
This is another perfect pick for luxury lingerie lovers – it excels especially with bridal lingerie and Valentine’s Day designs. It’s another pricey pick, which, for material girls, only makes it more appealing, and is sure to make a perfect present for one sexy surprise. My favourite pieces are the ribbon-tied sets, all of which are made in the UK.
Gossard
For those who love lace, animal print and drama, Gossard is the brand for you. Sitting in the mid to luxury range, with bras retailing at around £40, it’s a little treat that’s also relatively affordable. Every bra style you could want is available – from non-wired designs to strapless styles, with knickers to match in a whole host of colours and fabulous prints.
Why you can trust IndyBest reviews
As a senior shopping writer at The Independent, Daisy specialises in reviewing clothing, so she knows what makes a worthwhile investment. Keeping an eye out for comfortable and durable materials, she knows the brands to turn to for high-quality, flattering designs while still keeping budget and everyday wearability in mind.
Looking for Valentine’s Day gift inspiration? Take a look at our guide to the best hampers
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