The Best British Underwear Brands You Need To Know (And Shop)
We all know that finding the perfect lingerie can sometimes feel like an arduous task. For far too long, women have had to choose between the comfort of practical granny pants or the allure of stiff, jabby underwire bras and scratchy mesh. Rarely have these two worlds coexisted. But times are changing. A rising number of British-born brands are reframing what feeling good in your undies is all about, including indie labels such as Fruity Booty, Dora Larsen and Cou Cou Intimates that are steering the focus back to what women really want – and finally bridging the gap between comfort and cuteness.
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‘British underwear designers are innovators and experimenters,’ says Susana Lorena, founder of Notting Hill’s luxury lingerie boutique Maison SL. ‘They range from the overtly sexy with a dash of dominatrix to gloriously bohemian femininity and romanticism. What they have in common is that they speak to empowered women who are confident in who they are.’ Unlike the often more traditional flourishes of French and Italian lingerie, British designers bring a fresh perspective that stands out in the global market.
Whether you’re drawn to bold, playful designs or timeless luxury, Brits know how to blend style, comfort, and confidence. As Hattie Tennant, founder of Fruity Booty, explains: ‘There is something unique about the way British women dress. We have the freedom to express ourselves in ways that feel more individualistic than in some of the larger fashion capitals.’
If you’re on the hunt for an underwear drawer refresh, here are ELLE’s top picks of the best British lingerie brands that are worth investing in now:
Fruity Booty
Best for: Sustainable lingerie
Size range: XS-XL
Must-have: Cherry Blush Thong
For those who like a pop of colour and quirky prints, Fruity Booty brings a youthful, eco edge to lingerie. Launched in 2017 to make 'sustainability sexy', the brand specialises in fun fabrics, mismatched sets, and underwear-adjacent ready-to-wear – think boxer shorts, cami tops and slips. With sustainability at the heart of every piece, its limited-edition collections are made entirely out of repurposed and responsibly sourced fabrics. Our personal favourites are the brand’s cheeky cherry panties, which will make great stocking fillers this festive season.
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Dora Larsen
Best for: Colourful lingerie
Size range:
32A-38D
Must-have: Elsie Clean Tulle Plunge Bra
Dreamy pastels, unexpected colour pairings, and ultra-soft fabrics make up Dora Larsen’s lingerie offering. Known for its blend of comfort and creative flair, the West Country-based brand is perfect for those who love a pop of pastel in their lingerie drawer. With a sleep and swimwear offering too, you can inject some fun into your entire wardrobe in one go.
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Coco de Mer
Best for: Sexy lingerie
Size range: 30D-36E
Must-have: Coco de Mer Nilima Balcony Bra
Luxurious and unapologetically sexy, Coco de Mer is a go-to for those who like theirs with a little bite. Featuring silk, lace, and intricate embroidery, the brand is the epitome of indulgence, offering pieces that feel as decadent as they look. Made for women, by women, shop classic black pieces in the brand’s Icons Collection, alongside detailed and ornate seasonal collections.
SHOP COCO DE MER
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Cou Cou Intimates
Best for: Cotton underwear
Size range: XXS-XXL
Must-have: The High Rise
Founded in 2021, Cou Cou Intimates aims to elevate intimate essentials that bridge the gap between cute and sexy. Their cosy cotton separates are perfect for lazy Sunday mornings and double up as cute outfits for out of the bedroom, too. With bra tops, briefs and long johns, the brand’s super soft signature pointelle fabric will make an adorable addition to your nighttime (and daytime) wardrobe.
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Agent Provocateur
Best for: Luxe lingerie
Size range: 32B-36E
Must-have: Carline Plunge Underwired Bra
A true bastion of Britishness in the lingerie game, Agent Provocateur needs no introduction. Founded in 1994 in Soho, the brand set out to subvert the male gaze and ultimately empower women. Now known for its daring designs, detailed lace, and playful seasonal collections, Agent Provocateur is for those who don't shy away from making a statement.
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Bluebella
Best for: Size-inclusive lingerie
Size range: 30A-40F
Must-have: Camelia Wired Bra
Bluebella has been a British lingerie mainstay for just shy of a decade, best known for its affordable prices, inclusive sizing and delicate lace designs. Whether shopping the brand's Elevated Essentials line or its matching lingerie sets with a seductive edge – think open bras, harnesses, and provocative styles – there's something for every preference.
SHOP BLUEBELLA
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M&S Underwear
Best for: Affordable underwear
Size range: 30A-42E
Must-have: Silk & Lace Wired Full Cup Bra
Marks & Spencer may be a high-street staple but don’t underestimate its lingerie game. Known for combining comfort, quality, and affordability, M&S offers a wide range of styles – from everyday basics to more elegant, lace-trimmed pieces that make up the high street giant's over-a-decade-long partnership with model Rosie Huntington-Whiteley.
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