There’s no better time than Valentine’s Day to show yourself some self-love with a refresh of your lingerie drawer. But where to buy lingerie online? Vogue’s favorite places to shop for cute, comfy underwear and lace-y bralettes in 2024 offer virtual fitting rooms (never wait in another line!), VIP discounts (thank you, Rihanna!), and curated subscription services that arrive to update your personal collection with the same regularity as an issue of Vogue.
Oftentimes when shopping online, the right fit isn’t always a clear choice. However, in recent years, a number of DTC brands, like Cuup and Negative Underwear, have prioritized more consistent sizing schemes—based on fit metrics—with detailed descriptions to help you navigate your purchase.
Virtual fittings and consultations are a key selling point for many of the best lingerie brands as well. “We do the work for you,” says Silvia Campello, co-CEO of Cosabella. The team has digitally-available bra fit experts to guide customers. “We extensively trained our talented team on how to help consumers use a measuring tape on themselves on various parts of their body to obtain the correct measurements,” she explains. It’s a concept that Nordstrom has also been perfecting. “I have been able to connect with customers all over the world and hosted over 800 virtual fit appointments!” Nordstrom’s national fit director Liisa Thorson enthused. The company started contactless fittings in 2022 in response to the pandemic. The demand for virtual fitting persists today, as it’s become “a way to reach customers that don’t want to leave their homes or go shopping.” Not to mention, IRL, the store’s alterations team can convert any purchase into a nursing bra or sew prosthetic pockets into the cups for post-surgery needs. Suddenly, classic lacey and silk lingerie—not just nude basics and utilitarian cotton staples—can be available to everyone.
And to experiment for yourself, here, we’ve compiled a guide to where to buy lingerie online:
Vogue’s Top Lingerie Destinations:
The fashion insider’s most surprising delight, Skims cracked the code on turning shapewear into the kind of lingerie that’s no longer a secret—not to mention, their range of not-so-everyday-looking intimates comfortable enough for daily wear. Their site maintains a guide to the latest drops, like the highly coveted Fits Everybody collection or the new (and nearly sold out) Sleepover capsule.
Do you love a classic department store experience? Saks offers the latest women’s intimates from top brands—and all you have to do is scroll for your favorites. Discover a curated selection of women’s lingerie in an abundance of selection without ever stepping foot outside your door. The options are endless (and there are new lingerie arrivals weekly!) with an array of fine fabrics, colors, and fits.
Beyond innovations in tights, Wolford now offers an entire shaping lingerie category online with gentle variations designed for layering to individual needs. The classic silhouettes work just as well on their own.
One of the first female-founded base layer brands to rise above the rest, Spanx remains an industry favorite for its invisible touch when it comes to body shaping. Scroll through strapless bestsellers and undetectable hipsters, then read a bit about how the company is giving back to other small businesses through its Red Backpack Fund.
Araks is a lesson in the power of color theory. Consciously created in New York, the line offers underwear sets made from upcycled fibers, electric-washed silk slips and surprisingly beautiful seaming on bras. At a glance, they carefully break down every fit—for a deeper dive, the direct contact for an expert opinion is a click away.
Free People’s lacey pieces feel easy every day, and they’re notorious for ultra-stretch bras that double as outerwear. To rekindle an old flame or take a quick trip through bestsellers and future favorites, step into their online gallery of back-in-stock intimates.
Born in the ’90s (from Vivienne Westwood’s son and daughter-in-law, no less), Agent Provocateur remains a cult favorite for its forward-looking fits. For a better understanding of every angle, their virtual gallery shows styles on moving models of all sizes.
Savage x Fenty’s digital X-Tra Shop reminds us that beyond size inclusivity, Rihanna’s intimates brand welcomes all genders. Lacy teddy bodysuits are offered via a VIP subscription that trims price tags—and expands possibilities.
For a virtual fitting room, Cosabella lets you schedule an appointment with an expert online and provides a questionnaire to help tailor the process to you. If you’d rather go your own way, mesh pieces stretch to match your shape.
With virtual fittings at a click, Nordstrom takes the guesswork out of brands from Skims to Natori to Wacoal. While they offer a range of maternity options, they’ll also retrofit any bra with their in-store tailors to convert for nursing or mastectomy needs. And for a more relaxed take, their b.tempt’d line delivers loungewear meets lingerie staples.
Another cyber styling convert, Natori offers complimentary virtual fit sessions with their wardrobe specialists. Through the Natori Gives program, each online purchase comes with the option to choose your favorite charity and donate 1% of the sale—at no extra cost.
In its “Editor’s Notes” section, Net-a-Porter gives an insider scoop for every fit, like explaining I.D. Sarrieri’s sustainable fibers and celebrated colorways. The site also makes a point to call out pieces that are low in stock, a low-key nod at what everyone else is watching.
Cuup makes it easier to find a style that fits with clear sizing breakdowns and free shipping (even on returns). Whether you prefer neutrals, Barbie-worthy bright colors, or playful prints, CUUP has options in every style.
Negative Underwear was woman-founded in 2014 and ten years later still woman-operated with a continued mission to uncomplicate women’s intimates. The brand prides itself on fit and wear testing all of their undergarments to create minimalist pieces that emphasizes comfort, quality, and function first—Not to mention, Negative prides itself on size inclusivity, offering sizing up to DDD-G Cup bras and bralettes in their most popular styles.
Amazon seemingly has everything—even intimates, sleepwear, and loungewear—with endless options and delivery as soon as possible. Amazon fashion offers flirty lingerie, everyday basic undies, and classic brands like Calvin Klein.
Intimissimi’s silk basics with elegant, pared-down finishes rival more expensive brands. Online, they curate capsules of straightforward essentials. Offline, they create around 90% of their products in their own factories for heightened control of the production chain.
Anya Lust’s curation of unique pieces always seems to offer something new and unexpected. Bracli’s playful lace bodysuit ties together with a lustrou strand of Manacor pearls, while La Musa reimagines Sandro Botticelli’s “Primavera” painting from the Italian renaissance.
Empress Mimi offers a subscription membership that sends monthly sets in your preferred sizing. Essentially, it refreshes your underpinnings with the same regularity as an issue of Vogue.
Shopbop seeks to be a retail destination for style inspiration and discovery. Amidst its many offerings, Shopbop’s selection of lingerie ranges, the romantic extravagance of Kiki de Montparnasse (named after the famed French model, no less!), to comfortable yet cute basics, and lacey lust-worthy one-pieces. Keep browsing, and Shopbop’s “recommended for you” section will know your favorite intimates before you do!
Ssense is known to collaborate with indie designers for exclusives that can only be found online. Spanning from ethereal, athletic, to edgey, Ssense seeks to reflect a pure and unabashed feminine sexuality indicative of the twenty-first-century woman.
Founded in 2007, New York’s own Journelle is a luxury lingerie boutique on a mission to make lingerie a more luxurious experience for everyone. Journelle selects a fit-tested and fashion-focused collection from a stunning lineup of diverse lingerie designers. The Brand’s name, taken from the French word “journellement,” meaning daily, is a nod to the belief that wearing lingerie should fit your definition of beauty, fitting into everyone’s everyday routine.
Parisian label Eres seeks to provide beachwear, lingerie, and loungewear, offering a complete wardrobe of intimates with French-cool-girl flair.