You wouldn’t wear a pair of shoes that pinched or slipped off your feet with every step. Yet 80 per cent of UK women are wearing the wrong bra size. Cue a nation of mono boobs, double boobs and underwear drawers filled with ill-fitting undies. Finding the right size that fits like a glove can change your silhouette; lifting, sculpting and shaping to create a flattering foundation to whatever you wear – whatever your size. This week we seek out the best female-founded, independent lingerie brands, all of whom represent an inclusive, modern approach to bra fitting and design.

Main Image: Stare and Stripe


Grace Soft Bra Red  Copy

Founded in 2005 by Emily Bendell, the vision for Bluebella was to create fashion-led lingerie for style-conscious women. With a brilliant, inclusive size range from 30B to 42DD their frothy confections are as beautiful to look at as they are to wear.


No. 1 - Soft Cup Bralette  Copy

Comfort is king (or should that be queen?) at Renue. Founded by Made in Chelsea alumnus Lucy Watson, the range focusses on androgynous ‘boyfriend’ fits, soft cup bralettes and comfy ribbed Tencel separates. Perfect every day, minimal designs for a modern lingerie wardrobe.


Cyd Midline Bra Black

Lonely’s approach to selling lingerie feels like a breath of fresh air. Using a brilliantly diverse range of models – in age, race and size – browsing their site feels immediately inclusive, with stretchmarks, rolls and (shock horror) body hair normalised in their campaigns. Forget the standard trio of white, black and nude; scrolling their offerings feels like browsing a fine French patisserie shop, with stunning sets, bodysuits and even swimwear to choose from. A brilliant brand that makes every woman feel seen.

Beija London


From a family already in the lingerie business, Beija London founders and sisters Abie and Mazie Fisher come with great pedigree. Yet they were determined to forge their own path and create a brand-new way of bra-buying. Creating three styles depending on cup size – X, Y and Z – you can shop with confidence that each design is specifically engineered to provide the best shape and support for your size. With pretty pastels, as well as the usual monochrome offering, if you are worried about fit when shopping for undies online, this is a great option.

Stripe and Stare

Mocha Knicker Copy

Stripe and Stare’s Founder Katie took six years to develop the perfect pair of – with no VPL, wedgie or riding. Its clever-cut antibacterial, breathable knickers are made from super-soft micro modal created using sustainably grown beech trees, proven to be three times softer than cotton. Fittingly, they plant a tree for every order and once your pair have reached the end of their life, they can be flung on the compost heap to decompose. Their brand-new collaboration with LoveShackFancy is filled with on-trend modern chintz, available in sleepwear too for a spring update to your smalls.

By Lydia Mansi
March 2021

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