In 2025, the lingerie industry is witnessing a significant shift towards luxury and sustainability, with numerous brands redefining the concept of intimate wear. The quest for lingerie that feels like a second skin is a personal journey, influenced by various factors such as sustainability, comfort, style, and occasion.

One standout brand, CUUP, challenges traditional bra sizing norms, offering buttery soft materials and supportive designs catering to a wide range of cup sizes. Amy Crookes, a Parsons School of Design alumna, brings sultry and sophisticated lingerie to the market with theatrical silhouettes and nostalgic palettes.

Dora Larsen, a family-run business, emphasizes sustainability by using responsibly sourced materials in their chic and classic designs. Siren Basics, founded by sisters Clara and Brenda Liang, offers flirty lingerie options designed in New York City and made in Guangzhou.

Iconic brands like Calvin Klein and Agent Provocateur continue to set the standard for timeless elegance and seductive appeal. La Perla, a classic luxury brand established in 1954, remains a favorite for wedding lingerie, embodying sophistication and grace.

Kye Intimates stands out for its sustainable production practices and timeless designs, while Chou Chou Intimates challenges traditional notions of “sexy” with playful and vibrant lingerie pieces. Eres, with over 50 years of experience, excels in crafting feminine lingerie from delicate lace and silk materials.

The lingerie landscape also includes brands like Araks, Nala, and Nico Underwear, each offering a unique perspective on sustainability, comfort, and inclusivity. Savage X Fenty, spearheaded by Rihanna, revolutionizes the industry with its diverse range of sizes and styles, catering to a wide audience.

Love Stories and The Unseen prioritize inclusivity and diversity in their designs, while Skims by Kim Kardashian focuses on shapewear and lingerie basics that are both functional and flattering. Fruity Booty and Nat’V Basics embrace sustainability by using deadstock materials and natural fibers in their colorful and comfortable designs.

From handmade pieces like Syrup to innovative brands like Baserange, the lingerie market in 2025 is a diverse and vibrant space where luxury meets sustainability, and personal expression is celebrated. As consumers seek intimate wear that aligns with their values and style preferences, these brands are at the forefront of redefining lingerie for the modern era.