Pretty underwear you actually want! Five fave online lingerie shops for Valentine’s Day.

Like furniture, underwear was once one of those things you would never buy online. Too intimate, too specific to size, how on earth could you trust a website for the most personal of clothing? Today, thank goodness for the net, there are more online underwear shops than we can count, and some belters at that.

Whether you’re single, on Tinder or in a longterm relationship, we beg you to take a look at these underwear sites. From handmade luxury lingerie to buttery soft cottons for every day, we’ve scoured the web to bring you the best online lingerie shops that sell pretty underwear that you actually want. No tat here.

Stripe and Stare

Top of your wish list should be a boxed set of four pairs of Hearts and Stars knickers by Stripe and Stare, the underwear brand recommended by cool girls such as The Midult and Poppy Delevingne. The much-loved brand Stripe and Stare was voted the most comfortable knickers in the world by Sunday Times Style Magazine. No VPL here, thank you very much. The flat lock stitching means the knickers lie flat on the skin on these feel good knickers.

La Perla

If it’s delicate silk and racy lace you hanker after rather than sensible knickers, the Italian luxury site La Perla is a pretty safe bet. It used to be just a lingerie brand but it has expanded into a lifestyle offering including beachwear, bags and nightwear. Word of warning: Please do steer clear of the high-risk slips and babydolls.

Cheek Frills

If you’re looking for fun, ethical and comfortable everyday lingerie, take a gander around the site of the London brand Cheek Frills. Lily Fortescue, twin sister of Made in Chelsea star Rosie, founded this lingerie line, which includes a Pastel Days of the Week collection and a flamingo range. Cheeky Frills underwear is made of lace and 95% eco friendly Modal, a buttery soft fabric that is sustainable. They come in very pretty macaroon-like gift boxes.


Want to up the ante? Luxury lingerie brand Lucile is the very definition of elegance and femininity; Lady Duff Gordon first founded the line in 1890 and now her great granddaughter Camilla Blois has revived the brand. Lucile lingerie is not your everyday knickers and bras; each and every piece is hand made in Britain using the purest of silks, the finest georgettes and most intricate of laces. Think of Lucile as the couture of underwear.

Luva Huva

Not only are Luva Huva knickers super pretty, they are also designed to be ethically conscious. Luva Huva was created as a more sustainable and environmentally friendly alterantive to an often-wasteful fashion industry. Fabrics used include bamboo, hemp, soy, tencel and organic cotton. A word of warning: Turnover times are slower than bigger rivals as each item is made from scratch. The founders say, ‘Making a personal connection with the loungewear and lingerie we create is at the heart of our ethical philosophy.’

January 2019