Hidden underwear brands that must be on your radar ahead of Valantine’s Day

There may hundreds of underwears you may know, but these are some Lesser-known underwear brands that should be on your radar ahead of Valentine’s Day.

Going out for Valentine’s Day isn’t possible this year, but you can still make staying in special.


If you’re not feeling in the mood at the moment, one way that might help things along is dressing up for the occasion.

Splashing out on some new underwear – whether it’s for Valentine’s Day or not – is a good way to practice self-care at the moment. Underwear is essential after all, so if you’re looking for an excuse to treat yourself, this could be it.

Not to mention there are so many beautiful brands to choose from – and we’re not talking about the main players of the high street like M&S, Boux Avenue and Ann Summers, but the smaller retailers that could really do with a helping hand at the moment.

There’s really something for everyone, too, whether you prefer delicate lace, comfier styles, unusual designs or more subtle pieces.


So if you want to indulge in some new garments, we’ve rounded up some of the best lesser-known underwear brands out there.

Dora Larsen

For Love And Lemons

Stunning (Picture: For Love And Lemons)

Be ttickled pink (Picture: For Love And Lemons

(Picture: For Love And Lemons)


For something a little different, For Love And Lemons has a number of styles depending on whether you want something floral, quirky or super feminine. Detail is something this brand is great for and, as a result, the bra and knicker sets give off a designer feel to them.

The LA brand is based on the principles of confidence, femininity, and individuality and the eye-catching pieces most definitely reflect those values.


Coco De Mer

Polka ddot party (Pictur: Coco De Mer)
A winning combination (Picture: Coco De Mer)

Coco De Mer champions sensuality, creativity and sexual self expression and its products are bold and visually pleasing.

You’re also spoilt for choice when it comes to styles, with one shoulder, triangle, plunge, balcony and underwire bras alongside thongs, open knickers, Brazillian cuts and more.

We particularly love the Le Petit Trou Style, which pairs a sheer black mesh balcony bra with white polka dots. It’s worth pointing out that the brand can also be found on ASOS and at Selfridges.


Love Stories

Comfortable and sexy (Picture: Love Stories/Selfridges)
Perfect for V-Day (Picture: Love Stories)

Love Stories is all about beautiful underwear that’s comfortable to wear. Each collection boasts a plethora of prints, patterns and textures and bralettes are available in A to F cups, with a mixture of padded and non-padded options.

The Dutch brand – which was founded by stylist Marloes Hoedeman – now has boutiques in London, Paris, Amsterdam, Berlin and Copenhagen. It also teamed up with blogger Lucy Williams for one


particular collection, which includes gorgeous black lace pieces.

Les Girls Les Boys

Retro sstyle (Pictures: Les Girls Les Boys)
Get iit in green (Picture: Les Girls Les Boys)

Popular with Instagram influencers, this brand is all about offering laid-back staples with a cool and minimal aesthetic.

As well as super comfy thongs, boxer shorts and briefs, it also boasts some lovely lace numbers – with styles inspired by 60s lingerie. Knicker and bra sets come in black, neon rouge and khaki.



Supportive and sseductive (Picture: Else)
Look aat the detail (Picture: Else)

If you’re a fan of sheer styles, then Else could a good choice. Most of its collection consists of peak-a-boo briefs, bras and bodies in blacks, maroons and various nude shades.

There are also more supportive options, compared to other brands, as well as strapless varities. Sizes are available up to an E and knickers up to a size 16.


Fruity Booty

Yes please (Picture: Fruity Booty)
Adorable (Picture: Fruity Booty)

Like Dora Larsen, Fruity Booty keeps collections small, in order to keep the environment and sustainability in mind. What’s more, most of the designs are made with surplus fabrics, which would have otherwise gone to waste. It’s also currently focusing on how to incorporate natural dyes into lines.


Numerous products nod to its playful name, with cherry thongs, fruity Brazilian styles, floral sets and more. Colour is also key for Fruity Booty, with cornflower blue, clementine orange and nettle green underwear sets available.

Black uunderwear is always a winner (Picture: Rigby & Peller)

Want something with detail? (Picture: Rigby & Peller) Rigby & Peller is a brand fit for royalty – quite literally, in fact. A few years back director June Kenton released a book mentioning her appointments with the Queen – something that caused quite a stir.

The brand boasts a selection of padded, non-padded and wireless bras and there are so many styles to get stuck into – so whatever your underwear preference (be is comfy, sexy or a bit of both), you’re bound to find something to suit.


This article contains affiliate links. We may earn a small commission on purchases made through one of these links but this never influences our experts’ opinions or coverage. Products are tested and reviewed independently of commercial initiatives.

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