Victoria’s Secret is over for me, where do I shop for lingerie now?

Due to its high visibility, Victoria’s Secret has been regarded as THE lingerie brand for decades now. That being said, between a glaring and unforgivable lack of size inclusivity, the recent transphobic and fatphobic comments from a brand official and a general tone deafness, the company is rightfully struggling as many customers are looking at competitors for their lingerie needs. The most obvious option is Aerie, but Aerie’s designs are mostly geared towards a younger audience which is not to everyone’s taste. If you want to branch out of VS but are feeling a bit lost, this article is for you! I have included many different kinds of brands: indie to mainstream, different size ranges, some a bit more luxurious than others, etc. Hopefully, you’ll find your new go-to!

Matrix by Bras N Things / 32-36 A-E / $80 + $40 AUD

Last VS look-alike, here comes the Australian company Bras N Things! Bras N Things offers sizes 30-44 A-G which is quite impressive, and not all of their full-bust and plus size bras are beige, black or white! They have not quite nailed inclusive marketing yet, but they fare better than many others.

Mimi Holliday is on the most luxurious side of this selection, but their playful designs and their rather wide size range make me quite a big fan of the brand. Their push-ups and Bisou Bisou collections should appeal to former VS shoppers! They also run sales very often, making them more affordable than what appears at first glance.

Laced satin bra by Savage X Fenty / 32-38 A-DD / £74

I have already introduced Savage X Fenty, but diversity is at the core values of Rihanna’s lingerie brand so I had to include it, not to mention they feature some interesting designs. The sizes are still somewhat limited (32-44 A-DD) but that should evolve sooner than later. 

Ewa Michalak is basically the antithesis of VS, but that might be what you’re looking for, hence why I am including it here. The brand is the most size-inclusive in the world, covering sizes 26-58 AA-NN and offering custom sizing. It is infamous for the great fit of its bras, and the prices are not terribly high.

Amore by Thistle and Spire / 32-36 B-D / $62 + $26

Thistle and Spire is a small brand based in New York that already has some very identifiable designs. I particularly love their sleepwear and bodysuits. Their only downside in my eyes is that their marketing is more inclusive than their actual size range for now.

Eyelash Lace Teddy by Oh La La Cheri / S-XL + 1X-4X / $54-$62

Oh La La Cheri is one of my go-to brands when I want to include fairly inexpensive plus size lingerie in my selections. Alas, the brand is not very visible in the lingerie community and I have never tried it myself so I have no idea how their products fare in real life. That being said, they are stocked at retailers with good return policies, including Amazon.

Design-wise, Intimissimi is like a more refined VS. Sizing-wise, though, they’re pretty horrendous as a lot of their items only come in 32-38 B-C. I would recommend them mostly for slips, bralettes and bodysuits. Their prices are fairly similar to those of VS, although they appear more expensive in the UK for some reason. The brand does go up to a E/DDD cup in the Vera range and the quality is pretty good in gereral. Just not the most inclusive brand out there.

Icone by Etam / 30-36 B-C / 33€ + 17€

So, what about France? Our approach to lingerie is pretty different to that of the US, but I guess the closest we have to VS would be Etam and its cheaper sister Undiz. I have to say that I do prefer Darjeeling and Rouge Gorge, as they have more sizes (up to a F cup) and better quality products, and are less prone to copy indie designers… 

Passionata is also a well distributed brand that could work well as an alternative to VS.