I’ve never been a fan of Victoria’s Secret for as long as I can remember. And that’s not me trying to make myself seem “cool” or like I was in the know before everyone else. I simply never liked their products and always felt uncomfortable in their stores.
As time went on and I grew up, my dislike for Victoria’s Secret grew even stronger after learning about the racism, transphobia, and general lack of inclusivity the brand embodies. I saw many people boycotting the brand after these horrible truths came to light. This is great, but it left lifelong Victoria’s Secret shoppers with a new problem to figure out. Who are better alternatives to Victoria’s Secret?
Well, I’m here to help you with that. Whether you’re just learning how horrible Victoria’s Secret is or you’re simply looking for some products that are comparable to theirs (but much better in a variety of ways), I got you boo. Let’s get into it.
P.S. Victoria’s Secret, if you’re reading this…you’re trash.
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The Best Alternatives To Victoria’s Secret
Now, let’s dive into the best alternatives to Victoria’s Secret. Some of these are more focused on lingerie, while others are more focused on everyday underwear and bras. But regardless of what you’re looking for, these brands are sure to have something for you!
When I first discovered Negative, I was wondering why more people haven’t heard about them. This amazing brand is committed to fit, function, comfort, and aesthetics all throughout bras, underwear, and even sleepwear.
Negative is all about creating the essentials and saying “byeeeee!” to any unnecessary design additions like lace, padding, bows, and decorations. As a person who values simplistic undies and bras, I appreciate this.
Just because there are no frills or fluff doesn’t mean their products aren’t gorgeous! I love all of the neutral colors they offer. Negative is all about feeling good and enhancing the skin you’re in which is something that is often ignored in this industry and which is why you should definitely check them out.
Shop Negative Underwear Best Sellers
Savage x Fenty
My girl Rihanna ate and left no crumbs with her Savage x Fenty line. This amazing lingerie brand has set the standard to which the lingerie industry should be held to. This means showcasing real bodies in comfortable items that make anyone, of any gender, feel amazing.
I truly believe Savage x Fenty is a part of the reason why Victoria’s Secret has gone downhill over the past few years (sorry not sorry). They’re definitely one of Victoria’s Secret’s biggest competitors.
Savage x Fenty is all about celebrating fearlessness, confidence, and inclusivity that the lingerie industry desperately lacks. Plus, they’re all about making sure these items are accessible and affordable to everyone. Their extensive line of lingerie is sure to have something for you. PS, Rihanna, if you’re reading, I love you.
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Fun fact: that’s me in the picture above wearing Lively’s lace t-shirt bra! I own multiple bras from Lively and have never been disappointed in any of them. They sell the cutest, most comfortable styles in the most gorgeous colors. The one above in the color terracotta is absolutely stunning!
Lively is all about morphing the meaning of “sexy”. To Lively, sexy means smart, healthy, active, and outgoing. That’s why they create the highest quality, most comfortable fits for both bras and undies. Lively is also all about bringing women together and empowering them through living in their true strength and confidence.
Lively is must more than just a brand, they’re lifestyle and that’s why I love them so much.
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If you’re a podcast listener, I’m sure you’ve heard of Third Love. Third Love is a brand that offers 80+ sizes of bras and undies that fit your body like a glove. There’s no room for discomfort or drama at this brand.
They’re all about creating comfortable bras that are designed to fit perfectly. They use real women’s measurements to create their products and even have a Fit Finder, which can help you find your perfect size.
Third Love is dedicated to creating a community for women to feel both comfortable and confident. They partner with a variety of organizations that help donate bras to make a difference in women’s lives. They have donated over $40 million dollars in bras. Yup, you read that right! This is such an amazing company and trust me, their products do not disappoint.
Shop Third Love Best Sellers
I may be biased, but Aerie is my favorite brand on this list (although they are ALL amazing brands). I’ve been buying Aerie for as long as I can remember. I look at them as the “good witch” vs the “bad witch” aka Victoria Secret (oops, not sorry).
It’s kind of obvious Aerie is one of the best alternatives to Victoria’s Secret because they’re their biggest competitor, especially in terms of their infamous undies deals (and I have to say, you always get more bang for your buck with Aerie).
Aerie has really been on the up and up for years now and it’s clear to see why. Many years ago they said “peace out” to photoshopping and started casting inclusive models in their campaigns, including those of various sizes, ethnicities, and disabilities. Kudos, Aerie. It’s so lovely to see this because fun fact, not everyone who wears underwear and bras is a 6′, size 00, white model!
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Intimissimi is an Italian brand that conveys sophistication and romance through comfortable and high-quality lingerie and intimates. Attention to detail is something Intimissimi doesn’t take lightly. Their products are sure to make anyone feel incredibly beautiful, whether you’re simply looking for some new bras or if you’re seeking lingerie.
Intimissimi has been worn by countless celebrities including Sarah Jessica Parker and Gisele Bundchen. To say they’re admired by all would be an understatement.
They have also collaborated with Chiara Ferragni along with Dakota Johnson. Plus, if you’re in NYC like me, they have a bunch of stores where you can shop in person!
Shop Intimissimi Best Sellers
A brand named Hanky Panky has to be cool, right?! Of course! Hanky Panky creates lingerie in their signature lace styles that people are obsessed with. They also sell the “world’s most comfortable thong” that is consistently talked about amongst fashion magazines and celebrities. They were actually described as “lace butter” which really speaks for itself.
Not only are Hanky Panky’s products made with the highest quality materials and craftsmanship, but they also practice sustainability throughout their business.
Hanky Panky believes in safe and fair working conditions along with using sustainably grown fibers throughout their lingerie and sleepwear. They have implemented many sustainable practices throughout their business so you can read more about them here.
Shop Hanky Panky Best Sellers
Adore Me is one of those lingerie brands that are on everyone’s radar lately and it’s clear to see why. Their mission is to support and empower every single body which is why they make lingerie for every size, budget, and body type.
They have 72 sizes. Yup, 72! Take that, Victoria’s Secret (ok, I know I’m getting a little feisty now). They also offer so many different styles and colors so that everyone can find something at Adore Me.
One thing I love about Adore Me is how they have taken the initiative to incorporate sustainable materials throughout their products. As I always say, baby steps towards sustainable practices are incredibly important so I appreciate that about Adore Me. This amazing brand is all about problem-solving and this is clear to see throughout every step of their business.
Shop Adore Me Best Sellers
Chantelle is a french brand that has been around since 1837 (come on, heritage brand). They sell beautiful lingerie that is made for comfort along with many other amazing products.
I’m especially in love with their SoftStretch underwear which is a one-size-fits-all product with breathable and quick-drying fabric. I know that “one-size-fits-all” tends to be a little odd and intimidating (I’m looking at you, Brandy Melville) but Chantelle is dedicated to simplifying sizing so underwear is easy to buy and easy to wear.
If you need help finding your best underwear silhouette, you can take their underwear quiz here! They also sell the most stunning bras in so many different styles, you’re sure to find the best one for you and your specific needs.
Shop Chantelle Best Sellers
H&M needs no introduction! They’re hands down one of my favorite affordable fashion retailers out there and one of the greatest alternatives to Victoria’s Secret. They have the best product assortment out there and their selection of bras and underwear are no exception.
If you’re looking for some new undergarments and you don’t want to break the bank, definitely check out H&M’s offerings. They’re incredibly affordable and also super cute! They’re the best place to find basic items and the quality is great.
I’ve always been such a huge H&M fan and knowing I can buy my bras and underwear there too makes me so happy!
Shop H&M Best Sellers
Let’s Wrap It Up
Thank you so much for taking the time to read this article. I hope it helps you discover some new brands you can shift your loyalty to! All of these brands pass my test as great alternatives to Victoria’s Secret so they’re definitely the real deal. You can say bye to VS now!
Leave a comment below letting me know your favorite brand on this list!
With love or whatever,