Below, the pros discuss the best new bras—and opportunities to evolve—from wireless wonders to futuristic fabrics.
“You forget you’re wearing your ThirdLove bra,” says Pacelli of its top-selling 24/7 design range. The brand also partners with I Support The Girls distributing gently worn and new bras from all brands to those experiencing homelessness. “What I’ve been hearing is, ‘I’m cleaning out my closet, I’m revamping it,’” Pacelli says. Now, that mindset can serve a larger purpose.
The most buzzed-about category of the year is often the easiest to ignore. “They have no underwire, and it’s like you forget that you’re wearing it,” says Pacelli of the beauty of wireless bras like the Fits Everybody and Jelly styles from Skims.
“I love Cuup for its simplicity and support,” says Mazur of the line’s silhouettes in “power-mesh” fabric and flexible underwire. With a range of tones and sizing from A-H, the label has come to represent a no-nonsense attitude—the opposite of antiquated bra marketing.
Commando has been known to save the day with its seamless, no-show undergarments. If you’re looking for a supportive bra that will get the job done without making itself known, Commando is your go-to.
“The way that I look at bras, or these underpinnings, is that they’re vanity pieces, too, and they’re crucial to my styling and building a look,” says Pacelli, who loves Fleur Du Mal for a look-but-don’t-touch moment. Still, the line’s nursing bra is something that Pacelli could have used. “I couldn’t live without my nursing bra,” she admits.
“I will forever be the biggest fan of Agent Provocateur because of their marketing,” says Mazur. “They have the best window displays in NYC; they are my go-to.” Today, their bestselling Lorna comes in seemingly every color. “Bright, fun lingerie is also doing well for us,” says Shotton. “Lingerie is coming back in a big way and the 1990s attitude of celebrating the body is seeing a resurgence!”
Known best for its beautifully constructed and timeless swimwear, European label Eres has applied these same design principles to bras. While they may come in a variety of neutrals, each of the designs pays attention to detail to make its pieces that much more special.
In a range of skin tones and textures, the T-shirt bra is reimagined. “These are ergonomic bras that are undetectable under a shirt or blouse,” Pacelli explains. Cosabella’s launch of mesh basics in a range of skin tones and shades is a seamless first layer.
“We’re seeing consumers trending towards wanting both comfy and cute,” says Pepper says co-founder Jaclyn Fu. “Consumers aren’t buying a flimsy bralette, they also want support and lift.”
Washable silk styles from Intimissimi hit the sweet spot between Italian lingerie and easy-care pieces that turn into wardrobe workhorses. Similarly, its Transparent Back Strapless Bra is a rare find for drapey evening party dresses.
“The way I look at it, there’s the vanity perspective for styling, and then there’s the function,” says Pacelli. A brand like Bluebella falls into both, with fabrics designed to be seen and silhouettes that create a pretty base layer.
Rihanna’s microfiber fabrics have become bestsellers, and a new mesh line of strapless bras offers classic black lingerie that rivals pricier old-school lines. For a more tonal approach, even other founders in the same category can appreciate what she’s done for the space. “With brands like Fenty dominating the undergarments market, bras and underwear come in a selection that runs the gamut of skin tones,” says Montes of Rihanna’s eponymous label that set a new bar for attainable, inclusive lingerie.
Kiki de Montparnasse’s designs are a lesson in French lingerie. Whether through sheer caging or delicate lace, each piece provides a bit of escapism.
Coco de Mer may have started in London, but the label is now internationally known; its sensual designs are made from some of the finest materials around.
Launched by ex-lingerie buyer, Georgia Larsen, from her southeast London flat just a few years ago, Dora Larsen’s background (a surrealist painter parent) influenced her color theory. Plus, fabrics are often sustainable and mindful of the environment.
La Perla adds to the lesson of French girl styling, answering the call for bodysuits and corsets that can be hidden under suits or layered over thin knits and silky fabrics. Here, endless answers to the lingerie equation.
“I’ve always loved the high-end gym look because it’s so luxurious,” says Mazur of the athleisure lifestyle that just won’t quit. Alo Yoga’s fabrics and body-flattering cuts have catapulted the brand to the top of this category, and Alo continues to launch styles that sell out instantly—the new ballet-inspired bra is fresh to 2023.
The Forme bra is considered a “wearable device” by its founders, meant to transform posture by pulling shoulders down and back and engaging muscle memory for the long term. One piece is made with six different fabrics and multiple panels to deliver a science-backed base layer.
Adidas is definitely not a new name when it comes to athletic apparel, but its sports bras don’t get nearly enough love as they should. Made in a variety of colors and materials, the sportswear giant truly does have something for everyone.
Los Angeles based sports apparel brand Splits 59 definitely knows what it’s doing when it comes to dressing for a workout, and sports bras are no exception. The line is supportive yet chic and we love wearing them both in and out of the gym.
Gucci’s tulle lingerie set is almost too pretty to wear, but you’ll want to the minute you get your hands on it—it’s that good. As for a corset option that most certainly can double as a standalone going-out top, its lace-trimmed netted corset truly sings.
Net-A-Porter considers Tom Ford’s cotton bralettes to be a “cult find” thanks to its if-you-know-you-know popularity. Expect plenty of logos and buttery soft cotton.
Created by a mother-daughter duo, Find Me Now’s bestselling bralettes are designed by women in New York City, produced ethically at a women-owned and operated factory in China, and made in small production runs of fewer than a hundred per batch.
With some of the most popular bras in the industry today, Natori has been a female-led company since the ’70s when founder Josie Natori started the company from scratch. The brand’s ethos is that “each piece is designed and crafted to be a personal treasure—a modern harmony of East and West.”
AnaOno steps into the now with an adaptable bra range in seamless fabrics. Designed to adjust to post-surgery and transitioning body fluctuations, the super-soft fabrics and classic cuts are straightforward essentials. “Everything we do focuses on changing the conversation that bras aren’t just for people with two breasts; that’s the definition of exclusion when you restrict millions of people,” says founder Dana Donofree. “Our models are our customers.”
Girlfriend Collective incorporates recycled fibers and extended sizing into their range. Sporty pullover silhouettes like these fill a gap that stylists love for extreme comfort enthusiasts: “You can wear it to bed; you can wear it every day,” Pacelli says of recommending wireless options to clients. “Going back to an underwire bra is, like, unfathomable to them for their personal wardrobe.”
If a Calvin Klein bra falls in the forest without a logo, can anyone hear it? This bestselling bralette top is back in stock, and reimagined updates to the brand’s classic ’90s silhouettes are easy to find.
For compression tanks and adaptable, all-day bralettes, TomboyX is leading the space. The brand has made it to the top by providing options for all body types, “regardless of where they fall on the gender spectrum.”
Designed specifically to perform as your base layer for activewear, LDMA bralettes offer compression, memory stretch, and moisture-wicking for all kinds of workouts. Plus, the specialty nylon multitasks as comfy all-day support.
“Statistically, something like 80% of women wear the wrong bra size on a daily basis,” says Montes of why creating your own with her multi-tonal tape is a “hypoallergenic, latex-free, sweatproof, waterproof,” not to mention easily removable alternative that “works just as well on a customer with A cups as it does on an F cup as it does on a woman who’s had a mastectomy.” The rolls of multi-tonal tape have become bestsellers for retailers like Revolve, where user-friendly, no-show support solutions for of-the-moment fashion reveals are always welcome.
Known best for its hosiery and bodysuits, Wolford is also high up on our list when it comes to bras that are practical yet chic. From everyday silhouettes to something lacey, Wolford offers a bra for every occasion.
The brand Skin is aptly named—its designs are nearly seamless and you can barely tell they’re there. That doesn’t mean they don’t go for bold when choosing their color schemes; the line gives you the best of both worlds.