The Italians Are Lingerie Experts—7 Brands They All Love


(Image credit: @nnidelingerie)

When was the last time you updated your lingerie drawer? If you’re like me, it’s not something you do very often, but since it’s a new season, what better time to add a few new delicate items to your collection?

Today, we’re honing in on the marvel of Italian lingerie—something the Italians have mastered to perfection. If you’ve never bought or considered Italian lingerie before, then take a peek below as a helpful guide. We've highlighted the Italian lingerie brands that are too pretty and too cool to pass up. From smaller brands creating cheeky messaging to well-known brands with incredible, quality pieces, these items below will be a beautiful addition to every lingerie drawer.

1. La Perla


(Image credit: @sabinasocol)

La Perla is a household name, and for good reason. The Italian label has been the pinnacle of luxury lingerie since its conception in 1954 by founder and corset maker Ada Masotti. Since then, the brand has become synonymous with the excellent craftsmanship and attention to detail that comes with its coveted "made in Italy" tags, especially signature La Perla pieces like the silk slip dresses and robes that come in a range of colors, lengths, and iterations.

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2. Intimissimi


(Image credit: @intimissimiofficial)

With endless options to choose from and affordable prices that will make you do a double take on its pretty pieces, Intimissimi should definitely be on your radar and in your shopping cart. After all, if it's good enough for Jennifer Lopez and many other celebs, it's good enough for us. The Italian brand is home to some of the prettiest bra-and-underwear sets, but don't miss out on its clothing items or sleepwear, either, like the TikTok-viral boat-neck top below.

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3. Cosabella


(Image credit: @shopcosabella)

Aesthetics meet sustainability at Cosabella, a brand committed to producing beautiful lingerie with minimal impact on the environment. Translating to "beautiful thing," the family-run label has been making luxurious lingerie in Italy since 1983. It's renowned for its exceptionally comfortable seamless lace, especially the best-selling Never Say Never bra, crafted with padding but without underwires.

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4. Nnide


(Image credit: @nnidelingerie)

Nnide is a brand just oozing with cool-girl energy. Established in 2020, the brand leans into Scandinavian minimalism but with the traditions of Italian craftsmanship. Each piece in its limited-edition collections is made by hand to ensure the perfect fit every time.

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5. Gucci


(Image credit: Launchmetrics Spotlight/Gucci)

You may be more likely to shop the Italian fashion powerhouse for its handbags or shoes, but don't overlook its tightly edited lingerie section that's rife with layering potential. For instance, the brand showed several pairs of colored fishnet tights on its F/W 23 runway and the top-drawer staples are quickly becoming hot-ticket items for the season. Don't miss the lace separates emblazoned with Gucci's signature double G logo, either.

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6. Chitè


(Image credit: @giorgia_lisi_)

Chit�� is a made-to-measure lingerie brand that uses sustainable materials and ethical production. Since the pieces are customizable with embroidery and tailored to fit your measurements, they're the ultimate lingerie investment. The brand collaborates with small- and medium-size Italian ateliers to create truly beautiful and one-of-a-kind pieces that are as pretty to look at as they feel to wear.

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7. Ritratti

Ritratti has been a pillar of Italian lingerie since it was founded in 1980 and in 2007 was named Designer of the Year by the Parisian board Capitale de la Création. The brand is rooted in its technical fits, and the offering has an emphasis on classic underwire bras, bodysuits, and briefs in delicate sheer lace fabrics.

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Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.