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!
I would describe Hunkemöller
as a European VS. The Dutch company offers sizes 30-44 AA-FF in designs that could be summed up as traditionally appealing with a touch of trendiness. The brand’s marketing style is pretty similar to that of Victoria’s Secret’s so it’s not exactly my favourite brand but at least it caters to more sizes, the price point is more in line with the quality of the products and their overheads know when to keep their keep their mouths shut.
Bras N Things
Matrix by Bras N Things / 32-36 A-E / $80
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.
by Boux Avenue / 30-38 B-G / 50€ + 31€ + 21€
La Senza’s successor in the UK is quite close to Bras N Things in terms of size inclusivity and of diversity. Boux Avenue‘s designs are nice without being groundbreaking and the brand seems quite popular with younger (16-25) clients who can find bras in sizes 28A to 40G.
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.
is all about sexiness, with feminine lingerie in sizes 30-44 A-G. The brand has been making efforts towards a slightly more inclusive marketing and has been offering plus sizes for years. Sales are frequent and usually full of bargains!
has been my go-to destination for inexpensive and trendy lingerie for years now and although the company is far from being perfect, they’re making efforts on the Ethics front, they’re including more and more sizes (up to a 44 HH) and they’re not doing too bad diversity-wise. It’s usually the first brand I recommend to lingerie newbies.
Savage X Fenty
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.
is a multi-brand retailer that has quite a few exclusive-ish brands offering trendy lingerie in plus sizes at very affordable prices. The website stocks sizes 28 to 58, A to L. Just be careful as not all brands follow classic British bra sizing!
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.
is one of the leaders of the full bust lingerie market and are known for their decent fit at affordable prices, for their youthful and trendy designs and for their relatively inclusive marketing. They sell lingerie in sizes 28-44 D-K and their Scantilly range, in particular, should appeal to Fashion lovers.
offers lingerie (think basque, bodysuits, sets with suspender belts) in sizes 30-44 A-J. Their fit can be quite hit and miss, but their prices are rather low and their designs, especially in their Contradiction range, are on the trendier side.
I couldn’t put together a lingerie 101 without mentioning Playful Promises
, one of my favourite brands. They sell sizes 30 to 44 and A to H in directional and unique styles. They’re made ethically and they happen to have a US website, making things easier for American shoppers!
by Bluebella / 32-38 B-DD / £30 + £22 + £16
Bluebella is one of the most dynamic indie brands out there, and you might have already seen their infamous Nova set on social media. Their mostly-black designs feature a lot of straps and of trendy elements and cover sizes 30 to 36 B-G.
Thistle and Spire
Amore by Thistle and Spire / 32-36 B-D / $62
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.
Oh La La Cheri
Eyelash Lace Teddy by Oh La La Cheri / S-XL
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.
Western Flowers by Intimissimi / 32-38 B-C /
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.
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…
is also a well distributed brand that could work well as an alternative to VS.
PS: Friendly reminder that VS (and most of the retailers I have featured, to be honest) are famously bad at bra fitting. I would recommend checking your size and shape with A Bra That Fits!