The Most Popular Lingerie Brands of 2020
Raise your hand if you used to buy five-packs of Fruit of the Loom underwear at Target when you were younger. Same. If your preferences have evolved since then—no shame if they haven't—there are so many amazing lingerie brands to choose from right now, including several up-and-coming labels making waves.
Some lingerie brands are making luxury bras and pieces using silk and lace, and others are on a quest to perfect everyday underwear. And still others—such as Rihanna's Savage x Fenty—offer a mix of both special and basic pieces. In our list below, we rounded up lingerie at a range of prices starting at $9. Scroll down to shop the most popular lingerie brands of 2020.
Savage x Fenty
It's no surprise that Rihanna's fans have wholly embraced her lingerie line, Savage x Fenty, but now that the brand is on Amazon, it's reached an even bigger audience.
Natori
Natori is one of the best-selling and top-rated lingerie brands at Nordstrom. In fact, three of the brand's bras made our list of the top nine best-selling bras from Who What Wear stories.
Intimissimi
Italian brand Intimissimi has a truly massive selection of well-priced bras, underwear, and more. The brand can thank Chiara Ferragni and Irina Shayk, among others, for helping the Verona-based label gain international appeal.
Baserange
Net-a-Porter sure knows how to identify an up-and-coming brand, so I knew Baserange would make it big. The brand uses natural materials like bamboo and organic cotton.
Lonely
Lonely is the brand of choice for fashion girls who love luxury lingerie and bold colors.
Parade
Parade made a huge splash on social media when it debuted late last year. The brand is known for its inclusive sizing (XS to 3X) and its ultra-comfortable fabrics.
Real Underwear
I originally discovered this basics brand on Shopbop. From the looks of the many nearly sold-out styles, shoppers are loving the pared-back styles.
Calvin Klein Underwear
No underwear roundup would be complete without Calvin Klein, which has always been reliable when it comes to quality and fit.
Chantelle Lingerie
Chantelle Lingerie is another brand that made our list of the top nine best-selling bras from Who What Wear stories, and it continues to churn out bras and underwear that shoppers crave.
Maison Lejaby
This French brand, sold at Shopbop, is great for beautiful, Parisian-inspired lingerie.
Next, five summer trends you won't regret in 10 years.
Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.
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