If you grew up in the ’90s, chances are very high that your first experience shopping lingerie was through a paper catalog. The models all kind of fit a similar set of criteria, and the definition of sexy always seemed obvious: Less was more, and pushed up was the goal. Safe to say that’s not the way we shop for lingerie in 2018.
Not only do some of the coolest underwear brands today work with models who represent diverse backgrounds, body types, and ages, but sexy is not the only priority. In fact, it’s the brands making us feel comfortable, confident, daring, unique, and seen that ultimately get our attention. And the best place for scoping them out is on social media.
Ahead, take a look at a few of the underwear lines that are killing it on Instagram—not solely through their own channels but through the communities they foster. Be it models that don’t fit any one mold, product offerings that are size-inclusive, or striking imagery that celebrates lingerie styles that delight us—before, or if, they delight anyone else—these are the accounts we love and, ultimately, the ones we shop, too.
The recently launched Kala takes a responsible approach to lingerie, with a sustainable line that offers soft basics in a range of neutral tones.
In less than a year, Rihanna’s lingerie collection has become the one to watch for its huge size range, trend-forward styles, and sure, that RiRi stamp of approval. Oh, and its runway show won all of New York Fashion Week—no big deal.
Lonely is a New Zealand–based lingerie brand that’s been a bit of a pioneer when it comes to featuring women of all ages and sizes in its imagery—always unretouched, no less.
The mall brand has been able to become a leader in inclusive lingerie, with its massive selection, generous size range, and season after season of unretouched campaign imagery, often featuring inspiring and outspoken women, such as Iskra Lawrence, Aly Raisman, and Yara Shahidi.
ThirdLove features a game-changing half-cup size within its offerings, which caters to more women and ensures a proper fit that you might not find elsewhere. It also doesn’t hurt that its range of everyday bras and underwear go from an AA to H cup and XS to 1X size, respectively.
Araks may be an older favorite, but nonetheless, the brand still lands on the list for its soft silhouettes, amazing colors, and effortless approach to lingerie that prioritizes celebrating the individual who wears it.