Below, the pros discuss the best new bras—and opportunities to evolve—from wireless wonders to futuristic fabrics:
“At Pepper, we saw 178% growth over last year in bralette and triangle styles alone,” says co-founder Jaclyn Fu. “We’re seeing consumers trending towards wanting both comfy and cute. Consumers aren’t buying a flimsy bralette, they also want support and lift.”
Washable silk styles from Intimissimi hit the sweet spot between French lingerie and easy-care pieces that turn into wardrobe workhorses. Similarly, their Transparent Back Strapless Bra is a rare find for drapey evening options.
Launched by ex-lingerie buyer, Georgia Larsen, from her south-east London flat just a few years ago, Dora Larsen’s background (a surrealist painter parent) influenced her color theory. Plus, fabrics are often sustainable and mindful of the environment.
The Forme bra is considered a “wearable device” by its founders, means to transform posture by pulling shoulders down and back and engaging muscle memory for the long term. One piece is made with six different fabrics and multiple panels to deliver a science-backed base layer.
Le Petit Trou has its own cult following that the brand has slowly built with their consistently sweet designs that operate like eye candy. Under a tonal wardrobe, it’s a secret pick-me-up, and over a white tee, it’s a dual-purpose frill.
Under Net-A-Porter’s environmentally conscious Net Sustain umbrella, I.D. Sarrieri designs mix fashion and function. This ruffled satin bra leaves room to roam, both for the body and the wardrobe.
Ukrainian lingerie is some of the most respected in the industry for its craftsmanship and fashion-forward designers, and Zhilyova founder Valeria Zhilyova has watched the past year unfold while shifting priorities as a brand to support her team. “We have fought back by doing what artists do; creating beauty that inspires strength in the viewer,” says Zhilyova. “We make lingerie that flatters the natural curves of the female form and our signature material is a high-quality sheer mesh.” She also breaks down the sizing differences: “Translating Ukrainian to American sizing is quite simple, the letter relating to your cup size remains the same, only the number is different,” Zhilyova explains. “For example, 70B is equal to 32B, 75C is equal to 34C, 80D is equal to 36D, and so on.”
Not to be confused with Montes’s aforementioned tape label, Ukrainian-born “prêt-à-party” brand Nué launched just a couple of years ago to great success. Their crystal-dipped designs have become favorites of the fashion set. These silky, rhinestone-trimmed pieces offer an energetic upgrade to the timeless triangle bra, while Moda Operandi approves the more extreme ’90s spiral bra for something extra.
“The way that I look at bras, or these underpinnings, is that they’re vanity pieces, too, and they’re crucial to my styling and building a look,” says Pacelli, who loves Fleur Du Mal for a look-but-don’t-touch moment. Still, the line’s newly launched nursing bra is something that Pacelli could have used. “I couldn’t live without my nursing bra,” she admits.
“I love Cuup for its simplicity and support,” says Mazur of the line’s silhouettes in “power-mesh” fabric and flexible underwire. With a range of tones and sizing from A-H, the label has come to represent a no-nonsense attitude—the opposite of antiquated bra marketing.
Now that “Rihanna’s Picks” are displayed right on the products, it’s finally possible to seek out the mogul’s favorite high-design pieces, like these, from her own collection. And for a more tonal approach, even other founders in the same category can appreciate what she’s done for the space. “With brands like Fenty dominating the undergarments market, bras and underwear come in a selection that runs the gamut of skin tones” says Montes of Rihanna’s eponymous label that set a new bar for attainable, inclusive lingerie.
The most buzzed-about category of the year is often the easiest to ignore. “They have no underwire, and it’s like you forget that you’re wearing it,” says Pacelli of the beauty of wireless bras like the latest Fits Everybody and Jelly launches from Skims.
“Statistically, something like 80% of women wear the wrong bra size on a daily basis,” says Montes of why creating your own with her multi-tonal tape is a “hypoallergenic, latex-free, sweatproof, waterproof,” not to mention easily removable alternative that “works just as well on a customer with A cups as it does on an F cup as it does on a woman who’s had a mastectomy.” The rolls of multi-tonal tape have become bestsellers for retailers like Revolve, where user-friendly, no-show support solutions for of-the-moment fashion reveals are always welcome.
In a range of skin tones and textures, the T-shirt bra is reimagined. “These are ergonomic bras that are undetectable under a shirt or blouse,” Pacelli explains. Cosabella’s launch of mesh basics in a range of skin tones and shades is a seamless first layer.
“I will forever be the biggest fan of Agent Provocateur because of their marketing,” says Mazur. “They have the best window displays in NYC; they are my go-to.” Before her role as creative director, Shotton used to work on the shop floor, fitting customers who dared to explore its line. “When AP first opened its doors in 1994, the brand was about sexual liberation, lingerie for your alter ego, and mostly in the bedroom styles,” says Shotton. Today, escapism is modernized with “more innovative, forward fashion shapes” like their bestselling Lorna, which comes in seemingly every color.
The era of the designer undergarment is upon us, and Valentino’s long-line bralettes are exactly the kind of relaxed-yet-polished answer to the eternal “do I wear a bra with this?” fashion query. When the add is this slick and minimal, why not?
The comforts of the indoors venture out with cashmere. And, Khaite’s cozy bras, made famous by the likes of Katie Holmes and Hailey Bieber and styled to show, have become celeb-beloved riffs on hygge fashion. Consider it the first wave of bombshell-meets-granny-core.
“Sports bras play between masculine and feminine,” says Mazur, “I think this was epitomized by Aaliyah and Sporty Spice in the 1990s; they both really captured that duality.” The neo-’20s take on unisex sportswear? Shapes and textures that hint at ballet layers, like Le Ore’s soft, recycled sports bralettes.
The athleisure-everything mindset has elevated and transformed to embrace a sense of streamlined ballet movement. Live The Process founder Robyn Berkley has created a collection that dances between Pilates-perfect class wear and layering staples luxurious enough to wear straight to the office.
The OG option for seamless, barely-there underwear is unquestionably Commando. While the brand is typically a stylist favorite for not being seen, their newly launched cutout stretch jersey bralette will grab your attention.
“You forget you’re wearing your ThirdLove bra,” says Pacelli of their top-selling 24/7 design range. They also partner with I Support The Girls distributing gently worn and new bras from all brands to those experiencing homelessness. “What I’ve been hearing is, ‘I’m cleaning out my closet, I’m revamping it,’” Pacelli says. Now, that mindset can serve a larger purpose.
Mazur believes in the strapless bra: “It’s the chicest thing on earth,” he declares. “I think bringing in a sculpted strapless bra over a big white button-down shirt and a nice tan is incredible, kind of like the I-Had-Nothing-To-Wear, just coming in from the beach look.” Else’s lacey edging and careful boning present their own level of craftsmanship under, or over, a casual t-shirt.
Nike’s futuristic fabrics and cuts keep them at the top of the sports bra game, while the brand as a whole diverts about a billion plastic bottles from landfills and waterways yearly to create recycled fibers. For their latest cult launch—while it lasts—Nike reimagines the Air Force 1 as a lace-up bra.
Girlfriend Collective incorporates recycled fibers and extended sizing into their range. Sporty pullover silhouettes like these fill a gap that stylists love for extreme comfort enthusiasts: “You can wear it to bed; you can wear it every day,” Pacelli says of recommending wireless options to clients. “Going back to an underwire bra is, like, unfathomable to them for their personal wardrobe.”
“I’ve always loved the high-end gym look because it’s so luxurious,” says Mazur of the athleisure lifestyle that just won’t quit. Alo Yoga’s fabrics and body-flattering cuts have rocketed the brand to the top of this category.
“When I talk to people about shopping, what I’m hearing is, ‘I’m investing first and foremost in the staple pieces that are going to be the most versatile for my wardrobe and going to take me the furthest,” says Pacelli. Free People’s monochromatic triangle tops and bandeaus are comfy enough for wireless long wear.
“I even think about wearing sweaters, and no one can see the bra underneath it,” says Pacelli. “Don’t you feel that energy about getting back to being among other people and feeling your best?” Journelle has mastered the art of base layer confidence.
“The way I look at it, there’s the vanity perspective for styling, and then there’s the function,” says Pacelli. A brand like Bluebella falls into both, with fabrics designed to be seen and silhouettes that create a pretty base layer.
With their half-cup Retro bralettes, Hanky Panky levels up the luxury potential of its famously soft, stretchy lace. And for a glimpse of what’s next, the label’s sheer, high-neck mesh silhouettes step into more futuristic territory.
Kiki de Montparnasse designs are a lesson in French lingerie. Whether through sheer caging or delicate lace, each piece provides a bit of escapism.
La Perla adds to the lesson of French girl styling, answering the call for bodysuits and corsets that can be hidden under suits or layered over thin knits and silky fabrics. Here, endless answers to the lingerie equation.
For those that love a subscription system, UK-based label Empress Mimi delivers its signature white boxes filled with their most popular styles straight to your door—and in your size. If you’d rather choose your own adventure, individual pieces ship Stateside with a click.
Credit where credit is due, Stella McCartney made conscious fashion cool. The designer’s intimates line is as cruelty-free and baby soft as we’ve come to expect.
As mentioned, the days of the designer bra are here, and Emilio Pucci is experiencing something of a renaissance of late. In bralettes and underwire silhouettes, the iconic prints are given new life.
“We wanted to expand our world of gender,” says Parade founder Cami Téllez of designing a new capsule with alt-cotton fabric. “Each piece was thoughtfully created in partnership with our community and can be pulled up higher or worn lower on the body depending on preference and comfort level.” The team spent more than a year trying 45 versions and fit-testing on 14 people before releasing the new styles. “The Plunge Back Scoop Bralette in particular has a proprietary chest band design that can accommodate a range of body types so it won’t ever pull or tug,” says Téllez.
AnaOno steps into the now with an adaptable bra range in seamless fabrics. Designed to adjust to post-surgery and transitioning body fluctuations, the super-soft fabrics and classic cuts are straightforward essentials. “Everything we do focuses on changing the conversation that bras aren’t just for people with two breasts, that’s the definition of exclusion when you restrict millions of people,” says founder Dana Donofree. “Our models are our customers.”
For compression tanks and adaptable, all-day bralettes, TomboyX is leading the space. The brand has made it to the top by providing options for all body types, “regardless of where they fall on the gender spectrum.”
“I would have been lost on set without my nursing bra,” Pacelli admits while her son coos in the background of the call. Now, options are wide-ranging. After being VP of design for Savage X Fenty, Chloé Julian launched her New Zealand-based label. For her signature soft-wired Angela and Sarah bras, Videris Lingerie incorporates sustainable, nontoxic fabrics that hold their shape longer than the industry’s “cheap, plastic-based materials.”
“We are committed to consciously creating,” says Hattie Tennant, who co-founded London lingerie label Fruity Booty with Minna Bunting in 2018. They use sustainably sourced or deadstock fabrics that would have gone to a landfill, and around 40% of their orders are coming from the US.
While Matteau’s strappy, wrappy tops are technically swimwear, they fill an important styling need: “They’re almost interchangeable, for me, if that’s the cut I need, I’m going to bring it to a fitting,” says Pacelli of using swimwear as hybrid undergarments. “It’s brilliant; what’s the difference? It’s just a fabric difference—waterproof, quick to dry, swimsuit fabric versus a traditional bra with some cotton in it. I love that; I think it’s really wise to think about it that way.”
Also a Ukrainian brand founded by designer Mary Furtas, CultNaked has already been purposefully exposed by pop celebs like Ariana Grange. “To me, a hint of bra strap can be super chic,” says Mazur. “I don’t believe in things being hidden; flaws and imperfections make outfits look effortless.”
For sale-exclusive shoppers, even bestselling, just-launched Aerie pieces are given a discount. The line’s soft bralettes offer an affordable entryway into the space for those hoping to experiment a bit.
If a Calvin Klein bra falls in the forest without a logo, can anyone hear it? This bestselling triangle top is back in stock at Net-A-Porter, and a reimagined Heritage updates the classic ’90s square neck in shades like AnaOno.
Tableaux Vivants founder-and-designer Sonia Agostino is making latex dreams come alive on Lady Gaga, Beyoncé, and Madonna. “My Dolce bras take up to 6 hours to make—they are built to last!” says Agostino. “Rubber is a natural material, and our pieces are biodegradable.” They’re also waterproof and available in customizable sizing—plus, there’s a cinematic appeal to glossy rubber: “I love a latex bra when I’m styling; the severity of the textures and difference in material make a look stand out,” says Mazur, pointing to Anthony Vaccarello’s work for Saint Laurent.
Indie designers lead the zero-waste materials movement. “Reusing fabric from past collections is a regular part of my design process,” says Anna Slevin of her Chicago label ASc. “I love the challenge of reworking and creating something entirely new.” Since they can be sewn from scraps of larger projects, ASc bralettes give last season’s materials another chance.
For their reintroduction of sports bras, Victoria’s Secret swapped supermodels for athletes like world champion freeskier Eileen Gu, New York City Ballet’s Corps de Ballet India Brady, and yoga instructor Emily Chen. Their designs are streamlined as well, with classic portrait necklines and “no-bounce” stabilizing fabrics.
