We Asked The Experts—These Are the 5 Most Influential Lingerie Trends for 2024


(Image credit: @ali_tate_cutler)

It has to be said: there's something about wearing a great set of lingerie that unlocks a new confidence for the wearer. No matter your shape, size or personal style, slipping into something both beautiful and comfortable has the power to help our clothes sit better and make us walk a little taller, and even if you're the only one who's going to see, it's well worth investing in any piece of clothing that can make you feel quite so good.

Given the amount of thought we give to what we wear daily, it stands to reason that we should do the same with our underwear. As someone who has an embarrassing amount of comfortable but ill-fitting underwear filling my drawers, my resolution for the year is to start from scratch and invest in lingerie good enough to show off. So, where to begin? Naturally, with some expert insight, so I turned to some of the fashion industry's leading names in lingerie to ask them what should be in my underwear drawer in 2024. 

"Lingerie trends for 2024 encapsulate a return to classic femininity through colour, fabrics and details that all radiate elegance," notes Zoe Price-Smith, chief design and product officer at Boux Avenue. "This year reveals a marked change in lingerie trends. Where the past few years have been characterised by bold looks in statement colours and experimental design, 2024 sees a return to romance and a more timeless and elevated look for your lingerie drawer, so you can invest in pieces that you’ll love to wear again and again."


(Image credit: @lefevrediary)

As we saw the same shift towards timelessness and hyper-femininity on the runways in 2023, it's clear that wider fashion trends influence our underwear drawers more than you might think. Often, colours and silhouettes seen on the runways feed directly into lingerie collections, and if we look to the S/S '24 collections to set the tone for the year ahead we can expect a return to classic simplicity over flash-in-the-pan aesthetics. 

So, if you pay attention to which trends are relevant each season, it's time to give the same consideration to what's going on underneath. From the pretty details trending on TikTok to the print trend you may already own, here are the five most influential lingerie trends for 2024, as chosen by the experts.



(Image credit: @camillecharriere; Ben Broomfield courtesy Simone Rocha)

You may have missed the "coastal grandmother", the "dark academia" and even the "mob wife", but one TikTok trend you're sure to have felt the influence of at the start of the year is the coquette. Part whimsical, part romantic and altogether very girly, this Sofia Coppola-eqsue aesthetic saw an explosion of blush, lace, ribbons and pearls on just about everything, and now it's made our way into our underwear drawers too.

"Taking over the catwalks as a general motif for 2024 is the bow," affirms Price-Smith. "In lingerie, this takes the form of delicate little organza bows adorning beautiful lingerie sets. And you’re sure to notice this 'feminine' detail everywhere now; at the centre and apex of bras and knickers and on suspender belts too."

So, before you declare bows and ribbons "dated", you might want to consider them for the biggest date in the calendar for underwear sales. "The continued popularity of bows is back just in time for Valentine's Day", notes Lucy Litwack, owner and CEO of Coco De Mer. "There is a move away from traditional heart motifs but still in keeping with the 'ultra-feminine' trend. As with bows, ruffles continue the [romance] for the season too. We've seen them everywhere from corsets to nightwear, and sometimes even mixed with rose prints."




(Image credit: Courtesy Dion Lee; @emmanuellek_; Courtesy Altuzarra )

What happens when you take two of the biggest colour trends of 2023 and pit them against each other? A new lingerie trend for 2024, of course. "Red is still a big inspiration for intimates, but often mixed with neutrals or black and grey," notes Litwack. "Pink is still proving popular, but it is more of a softer, paler blush version than the hot pink we saw in the Barbiecore trend last year."

Georgia Larsen, founder of Dora Larsenagrees that when it comes to pink, we're officially ready to explore the spectrum, and there are no dolls on her mood board. "Pink is a never-ending trend for lingerie, but for me, this year it feels like it’s evolved from last year’s Barbie shades and moved into fuchsia too." 




(Image credit: Giovanni Giannoni/WWD via Getty Images; @rosiehw; Filippo Fior / Gorunway.com courtesy Alaïa)

After strictly wearing loungewear for the majority of lockdown, we spent the beginning of the 2020s embarking on a long-term relationship with hoodies and track pants. The good news? Comfort is still very much king. But the bad news? In 2024, it's time to shake off the funk and get active, and our underwear reflects our new go-getter attitude.

"Inspired by the rise of minimalist brands like SKIMS, there is an emerging 'sporty-meets-sexy' trend coming through for 2024," says Larsen. "Think barely-there cuts, clean lines, sporty fabrics and seamless edges. The high-apex neckline is back for 2024 too, but this year it’s emerging in a lower-cut, sweetheart-neckline shape. It feels like the newest way to do a neckline for the new season."




(Image credit: Courtesy Alexander McQueen; @ali_tate_cutler; Giovanni Giannoni/WWD via Getty Images)

The Fifty Shades of Grey hysteria may have died down, but the fetish subculture has had its own long-established approach to fashion that goes far further back than E. L. James, and is now enjoying mainstream appeal in 2024. "Get used to seeing more leather and metal detailing on intimates but with a more refined and elegant appeal," poses Litwack. Sure, it might not fall into the remit of everyday essentials, but if you're looking for a lingerie trend fashion-forward enough to wear as outerwear, buckle up and strap in. The more hardware, the better. 




(Image credit: Marco Mantovani Courtesy Alberta Ferretti; @hannastefansson; Courtesy Dries Van Noten)

There have been an awful lot of stripes in ready-to-wear trends over the past two years. Pinstripes, rugby stripes and Breton have all enjoyed moments of greatness on the runways and in street style, but as it turns out, the humble stripe is also one of the most popular prints for our undergarments. This season, we're particularly drawn to pastels, candy colours and "boyish" blues. "Stripes are not only a trend for outerwear; bring bold stripes to your underwear drawer and stay on trend no matter what you wear on top," says Tennant. "If loud stripes are not your usual style, then [you can] follow the trend more subtly." Our suggestion? A hint of soft stripe through a white cami or sizing up in a pair of boxer-style shorts to wear with an oversized button-down in summer. 


Next Up: The Only Spring/Summer 2024 Fashion Trends I'm Bothered About

Remy Farrell
Fashion Editor

Remy Farrell is a London-based shopping editor with nearly 10 years of editorial experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the editorial and fashion teams for titles such as Grazia, Elle, Cosmopolitan and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at TheOutnet.com styling for the social media channels and helping to develop the collections for the in-house brand Iris & Ink. After expanding an assisting and styling portfolio that includes shooting talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she also branched out into beauty, creating tried-and-tested reviews and diverse beauty content.

In her role as shopping editor at Who What Wear, Remy is interested in discovering new and exciting brands to share with the Who What Wear readership and particularly loves uncovering hidden gems at affordable prices to make shopping accessible to everyone.

Born and raised in Sheffield, Yorkshire, Remy moved to London in 2014 and lives in the Docklands with her partner and pug Billie.