just buy the lingerie

It’s a new year and God damnit you deserve the very best… so why are you still justifying buying the underwear that comes in a pack of 5? Or the ill-fitting bra that ‘sort of’ fit when you bought it, but now gives you a second waist line; seriously though, why?

Ladies, we are in our 30’s. It is seriously time we stop saying that nice lingerie is only good for special occasions. It’s time we stop saying that the underwear we wear – that legit looks like you took a dump in them – is fine for anything other than period underwear. 2020 taught us life is much shorter than we perhaps ever thought, so why would you treat yourself to anything less than the best?

the starters : Your gateway lingerie

If this is your first foray into buying decent underwear you may be overwhelmed by the sheer volume of brands. I get it, I was the same. To help out, I’ve listed a few of my favorites based on entry-range, mid-range and high-end. It is by no means an exhaustive list, but I do think it sets you up for success.

Intimissimi – the gateway brand for good lingerie. Why? The staff are helpful, you can buy loads of matching sets for a decent price point, and you’ll start to see what a good bra can do. Bras are priced at EUR 19.90, 25.90 and 35.90 respectively. Knickers (full, brazilian thong) range from EUR 7.00, 10.00, and 12.90. Intimissimi is the range I use for every day but also for workouts… (Photo Credit: Intimissimi Instagram)

mid-range: brands that won’s break your bank

Coco de Mer – what started as a luxury shop in Seven Dials for sex toys, bondage, lingerie, erotic gifts, and hardware has turned into a well-known brand stocked by most luxury lingerie stories within the UK and outside. Bras start at GBP 100 and knickers GBP 60, though if you wait for their sale (happens every half year) you can score some great sets at 50-70% off. (Photo Credit: Coco de Mer website and Instagram)


Maison Close – a brand like only the French can do. Created in 2006 Maison Close is sexy and monochromatic. No bright jeweled tones here. Expect a lot of open bralettes, ouvert, bodysuits and the like. Simply put, it’s affordable sex appeal. Bras start from EUR 40 – EUR 100, while knickers are EUR 40 – 60. (Photo Credit: Maison Close Instagram and website)


Agent Provocateur – London-based brand loved by celebrities and influencers a like. If you get the chance to shop in their boutique, do it. You’ll be an instant convert. The shop assistants are ready to help in any way possible. Want to try on that EUR 500 corset? They’ll strap you in and bring you champagne… knowing full well you aren’t buying it. It’s just how AP rolls. Bras start at EUR 135 – 500 with knickers from EUR 65 – 500. For those on a bit of a budget, AP runs sales about every quarter where you can score some great pieces. Even better, they have a sale on now at 60% off selected styles. (Photo credit: Agent Provocateur Instagram)

high-end: we’re talking expensive

Studio Pia – you’re dropping serious cash here. Bras start at GBP 178 and go up to 250 for the normal range. Knickers start at GBP 80 and go up to 243. For one set, you could easily spend close to GBP 500… Their pieces however are really like works of art, and the fit is pretty fabulous as well. Of course, there is something to be said when the most expensive thing you’re wearing out and about only you can see. (Photo credit: Studio Pia Instagram)


Atelier Bordelle – body-con silhouettes meets S&M luxury. If you want to be a power broker inside and outside of the bedroom this is your brand. The UK-based brand is now a must have brand in every lingerie aficionados closest. Their hardware is all 24k gold (lush) with their lace being designed and made by either Swiss or French factories. This brand, is not cheap. No where near it. Bras will set you back between EUR 230 – 460 while knickers are EUR 100 – 200. (Photo credit: Bordelle Instagram)


I.D. Sarrieri – Chantilly lace, a lot of it actually… this is the main “ingredient” for all of I.D. Sarrieri’s expertly made pieces (with a price tag to match). The brand uses only the finest and most high-end materials (think the same fabric and construction used to make haute couture)… you’re paying for beauty. Lace bras start at EUR 250 and knickers start at EUR 125. Though, you can still find pieces for under EUR 100 each in their tulle collection. Finally, they currently are running a year-end sale with selected items at 40% off.

do we miss your favorite?

As I said at the beginning, this is by no means an exhaustive list…. and I have left a lot of boutique brands out (expect a part 2 soon). For those who are keen to try bras on in-person. De Bijenkorf in Amsterdam has a lot of the brands above available.

Please note that women who have DD /FF breasts or higher, there is limited resources for you in the examples I have given above. If you have brands that would be great for our bigger breasted friends, please share them!

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