Rana Good is the founder of Naïra NYC. A writer for publications such as Forbes, Travel + Leisure, Coveteur, Mens Journal and others, she created her own platform celebrating women of color.
Confession: there was a time when I really liked Victoria’s Secret. Their prints were playful, their stores fun, and the models were #bodygoals in every way — at least that’s what I thought at the time when body positivity and diversity weren’t really a thing. Then they went through a really offputting phase, weird Michael Bay commercials, transphobia, sexual assault allegations, and more. Due to massively declining sales the brand has tried to completely turn things in recent years around but the damage is done. Plus there are so many new amazing brands to wear — here are our favorite alternatives to Victoria’s Secret.
1. Savage X Fenty
Of course, the lingerie line by the queen herself is going to top our list. Rihanna has created a brand that is inclusive of all sizes and shapes, with an array of fresh prints and colors that look unlike anything else on the market.
If you love lace, then Bluebella is the brand for you, serving up sexy lingerie in an array of colors like yellow, orange, and periwinkle. Their pieces are stunning and resemble works of art with whimsical patterns and revealing cutouts. Their classic black Irena Bra is a masterpiece.
This one is funded by a former VS executive and unlike the former brand is all about inclusivity. Comfort is key and the color palette is muted and beautiful. We love their lace contour bra, perfect everyday T-shirt bra, and sexy balconette bra (pictured below).
4. Nubian Skin
For a long time, nude used to mean beige (looking directly at you Victoria’s Secret) so this brand evolved their color palette to feature more caramel and brown tones. Check out their beautiful T-shirt bra below which is comfortable for everyday wear for all skin tones.
5. Understatement Underwear
This Swedish women-founded brand is all about comfort — no painful underwire, no weird padding, no itchy materials, instead everything is made to complement women’s bodies. Check out their beautiful website which features women from all races, body types, and ages.
This is an underwear brand that is sexy without being annoying. Come here to find great lacy thongs and bras that won’t break the bank.
AdoreMe is not only celebrated for its fun, flirty and sexy vibe but also a great knock off victoria’s secret pink fans really love. The lingerie brand was founded with the mission to become the first company to offer extended sizing across a wide range of styles ten years ago. To honor their commitment to support every woman who wants to celebrate her best self, AdoreMe is ready to outfit us with cute florals, too-hot-to-handle lace vets, gorgeous cropped bustiers and so much more.
If you’re on the lookout for bras like Victoria’s Secret, look no further than Aerie. The brand known for its oh-so-flattering jeans has tapped into the lingerie sphere with an array of figure-flattering designs. From bohemian-inspired lace bralettes that are tempting to also wear tops, to classic high-neck bras that mimic the look of athletic wear and barely-there bandeau bralettes, the options are all in our favor. To top it all off, Aerie is also very size-inclusive.
9. Agent Provocateur
Agent Provocateur underwear is Victoria’s Secret’s more high fashion, luxury cousin. The brand puts modern women with a busy lifestyle and a mission to succeed at the forefront with a bold and unapologetic aesthetic to match your “I mean business” vibe. Their collections run the gamut from Hot Desking *wink* styles crafted from lace to look-at-me- sets that leave too little to the imagination. If you’re in the mood for even more risqué, sexy lingerie, take a glimpse at the Naughty collection.
10. Fleur du Mal
For bras comparable to Victoria’s Secret, you should definitely take a look at Fleur du Mal’s collection. Who wouldn’t want to adorn themselves with lustrous ivory silk, subtle hints of elegant sheer tulle, and intricate floral embroidery? Founded by lingerie enthusiast Jennifer Zuccarini in Los Angeles, the brand is ready to spice up your days (and nights) with huge doses of French finesse.
Another fantastic knock-off Victoria’s Secret Pink option is the luxury lingerie brand Journelle. Their extensive fit-tested, fashion-focused lingerie collection was designed by women, for women. Who could have imagined that itsy-bitsy thongs would look so chic and elegant? All sets feature striking lace and utterly soft silk to seamlessly fit your every mood – both inside and outside the house, just saying!
12. Simon Perele
If you can’t wait to add more bra alternatives to Victoria’s Secret to your underwear arsenal, Simon Perele is the brand for you. While their styles are not as sexy and bold as the aforementioned lingerie above, the designers offer us soft stretch lace and delicate details in a slew of different colors to choose from. From graphic cuts to subtle see-through effects that can effortlessly hide under all your casual and evening looks, the brand caters to women who lead their lives with confidence
Your hunt for modern, minimal, unlined bras comparable to Victoria’s Secret is officially over. Cuup aims to challenge outdated industry standards with elegantly engineered options that enhance the natural shape of our bodies. From mesh bras that perfectly fit your body like a glove to satin styles with lustrous shine and an array of different bottoms like the flattering, vintage-inspired cut and Tap’s semi-sheer silhouette, consider it as the perfect upgrade to your intimates’ drawer.
14. Hanky Panky
Hanky Panky is very similar to Victoria’s Secret in terms of playfulness, variety of colors, and effortless sexiness. The brand, founded in 1977, has developed a unique, second-skin microfiber knit but also uses eco-friendly, lightweight stretch modal across their collections. Their women’s original rise thongs and low-rise thongs have had a cult following for decades – so you already know that quality is pretty much guaranteed. Additionally, you can opt for size-inclusive, super comfy bralettes, camisoles, and tops that promise to fit your body perfectly.
15. Dora Larsen
Many die-hard fans of VS claim that on Dora Larsen’s virtual shelves you can shop bras like Victoria Secret. The small, family-run business carries a slew of responsibly sourced everyday lingerie and underwear made from recycled or organic and natural fibers. If you love colorful, delicate lace overlays or utterly comfortable sets that feature soft, silky microfibre and ultra-modern contrasting lace trims with vibrant hues, this brand is for you!
Another great place to shop for comfortable and supportive lingerie and bras comparable to Victoria Secret is Wacoal. The brand is proud to fit its bras on real women and has been offering sizes from A to I cup for more than 30 years. From whimsical botanical jacquard fabrics and wire-free bras for big-bust gals that are equal parts comfy and stylish, they have us covered.
Natori can definitely be considered a knockoff Victoria’s secret pink enthusiasts will appreciate. Founded in 1977, Natori puts much emphasis on sustainability since day one. No matter if you want to slip into a chic and sexy lingerie set to rest after a long day or treat yourself to a flirty yet elegant floral-adorned bra, the family-owned brand is here to help you do just that.
18. La Perla
La Perla crafts otherworldly beautiful lingerie styles similar to Victoria Secret, but sustainable and ethical. The brand dates back to 1954, the year Ada Masotti created her first atelier of corsetry in Bologna, Italy. Since that day, La Perla’s expertly crafted luxury Italian lingerie and nightwear and swimwear, made by women, for women is universally-loved. From sheer and sensual underwire bras and beautifully embroidered style to modern adaptations of the classic bra with removable straps that hug the torso, the subtle romantic details stemming from their Italian heritage are evident across their entire collection.
Young, modern, size-inclusive, and sustainable, Parade is a bra similar to Victoria’s Secret yet vastly different in ethos. Their comfy, versatile, everyday underwear collection is made from recycled materials that are known for being breathable, temperature-regulating, and naturally anti-microbial. From thongs to briefs to cheekies, and boyshorts to an array of different bralettes, Parade’s line will certainly meet all your comfort demands.
20. Richer Poorer
If you browse Richer Poorer’s shelves, you will certainly spot some alternatives to Victoria’s Secret. The underwear collection comes in many different neutral hues to match your everyday looks with ease without compromising on comfort or style. You can choose your favorite high-cut bralette, classic bralette, as well as boxers, briefs, and shorts in many styles and colors, knowing that everything is made from organic fabrics.
21. Love, Vera
Love, Vera is the epitome of color and size inclusivity. You can not only find bras like Victoria Secret, but also pick the color that most closely matches your skin tone with an array of options! From seamless panties and boyshorts to fishnet stockings, the brand has all our sartorial needs covered. As for their underwear, they are ideal for pairing with any wrap dresses, T-shirts, or camis thanks to their no-show seamless design.
Which ones are your favorite alternatives to Victoria’s Secret?
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Featured Image via Fashionista
@nairanyc Which one is your fave? #womenofcolor #MadewithKAContest #lingeriefashion ♬ flashing lights – jaz
I love finding new brands to wear instead of Victoria’s Secret! Thanks for this list!