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Alternatives to Victoria’s Secret You Need Now

Valentine’s Day: Why Seek Out Lingerie Alternatives to Victoria’s Secret

With COVID-19 making most of us shut-ins, feeling sexy is more challenging than ever–which is extra sucky with Valentines Day coming up. Now is the perfect time to do something special to spice up your love life, even it it’s limited to video chat (or video hanky panky). Slinking into lingerie is a great way to remind yourself (and your partner or partners) how hot you really are. But before you hop online to shop for your next corset, we want to encourage you to consider shopping body positive and inclusive alternatives to Victoria’s Secret. We know that Victoria’s Secret has been a go-to lingerie staple, but it’s long past time for that to change.

The following are the reasons why we think you should take a moment to read our list of awesome lingerie alternatives to Victoria’s Secret.

This is the letter I want to write to Victoria’s Secret:

Victoria’s Secret Vs. Inclusive Lingerie Brands

Dear Victoria’s Secret,

Fuck off.


Annette Benedetti

Simple and to the point. Why waste words on a garbage company that built an empire with a foundation that depends on the survival of misogyny and sexism? ThirdLove said it best in a letter published in New York Times to Victoria’s Secret’s Chief Marketing Officer, Ed Razek: “You market to men and sell a male fantasy to women…it’s time to stop telling women what makes them sexy — let us decide. ” 

The letter was written in response to Razek’s transphobic and fatphobic comments made to Vogue during an interview that drew an instant angry response from…well…everyone who values women and inclusivity. But to be honest, his comments were just the nail in the coffin for me.

Victoria’s Secret built its success off of peddling unrealistic beauty standards to the masses, and then upped its efforts with its PINK line, which was designed to draw young girls in—much like a pedophile.

So, in my strong opinion, it’s time for women to tell Victoria’s Secret to take its toxic lingerie and tacky perfumes and fuck off.

Awesome Alternatives to Victoria’s Secret

Believe it or not, you can kick off your Valentine’s Day fun with body positive, sexy, functional and fun lingerie without wading through photos of super models that make you feel bad. True, Victoria’s Secret has recently pivoted and started using a wider variety of models, but we say, “Way too late!” So, we’ve pulled together a list of lingerie brands that are awesome alternatives to Victoria’s Secret. They are woman owned or woman run or dedicated to representing all sizes and ethnicities on their sites and promotional materials.

The following are lingerie businesses that will have you feeling sexy even if you are all by yourself, without the guilt associated with giving Victoria’s Secret a cent.

Alternatives to Victoria's Secret, lingerie vs, Victoria's Secret alternatives, Third Love, lingerie
photo: via ThirdLove fb

Let’s start with one of our favorite alternatives to Victoria’s Secrect, the body positive organization that stood up to VS. Launched in 2013, ThirdLove is credited with the invention of the half-cup size (Yay!). Along with filling their website with images of women of all sizes, they make functional, comfortable, and beautiful underwear, bras, lounge wear and nightwear that offers an easy fit for every woman.  Hate going to the store to try on bras? ThirdLove has a mobile app that allows you to size yourself at home. What’s not to love about this company?

Victoria Secret, Adore Me, Lingerie,Victoria's Secret Alternatives,
photo: via Adore Me FB by Ashanna Bri

Adore Me

Known for its inclusive sizes and representation, Adore Me has some seriously hot lingerie for every season. From bras and panties to corsets and teddies, there is even a swimsuit section for the summer season. There’s literally something for everyone and every occasion. What I like the most is that I can see some of my favorite pieces modeled by women of every size, which makes making an informed purchase easy. You can even sign up to receive a monthly box delivery to your house. I have personally tried this company out and now have draws filled with lingerie. This is definitely one of my personally recommended alternatives to Victoria’s Secret

Alternatives to Victoria's Secret, Playful Promises, lingerie
photo: via Playful Promises fb
Playful Promises

This London-based lingerie brand has some seriously steamy pieces. They mix quirky, directional design with all things playful, flirty and even a little bit dirty. From edgy to adorable, you can find almost anything you are looking for for your brand of sexy. One of things we love most about this brand is their Curve collection. They create amazing options for bodies of all sizes!

Lonely, Alternatives to Victoria's Secret, lingerie
photo: via Lonely Girl FB


“For women who wear lingerie as a love letter to themselves” -Helene Morris, Lonely Designer.

With a tagline we just couldn’t resist, this shop made our list of the best alternatives to Victoria’s Secret. This New Zealand-based company is bent on fostering a sense of positive body image in those who wear its product. Casting off traditional marketing practices, Lonely leans on the Lonely Girls Project which is a journal featuring women from all over the world donning items from Loney.

Lonely sells lingerie, swimwear, clothing, and even fragrances. You never have to step foot in a gaudy VS store again!

Alternatives to Victoria's secret, lingerie
photo: via Neon Moon fb

Neon Moon

The women at Neon Moon ask, “Isn’t it fucked up how an industry that exists for women, isn’t actually for women?”

Why yes it is, Neon Moon!

“We’re taking a stand against this bullshit by making high-quality lingerie for all women.”

We are in!

This inclusive brand sells itself on the tagline “by badass women, for badass women,” and their products reflect their conviction. Just a quick scroll through the Knicker section of their website reveals models with all body types and cultural backgrounds, and tons of cool and comfortable looking pieces. Along with bras and knickers, they sell t-shirts and tote bags.

Alternatives to Victoria's secret, lingerie
photo: via True & Co fb

True & Co:

Another fantastic alternative to Victoria’s Secret, this company boasts a community of women determined to make bras that women love, and they are succeeding. With comfort as a focal point, True&Co launched their True Body Collection, which features wire-free bras with a smooth, sleek fit and all the support a woman could ask for. Made out of soft, stretchy material, many of the items offer extra coverage without leaving lines under your clothing.

Cool True&Co fact: products and improvements are based on the feedback of millions of women.

Alternative to Victoria's Secret, knix
photo: via Knix fb


The creators of Knix have one goal, and one goal only: to make every woman feel more comfortable in their own skin. Who couldn’t get on board with that? In an effort to make their products delightful to wear, they’ve focused their efforts on creating wire-free bras and what they call functional underwear. Women who wear their products get to enjoy a chafe-free, seamless experience while sporting some pretty cool looking intimate wear. Don’t forget to check out their leakproof underwear for your period. They promise a worry-free week for every woman who wears them.

Alternative to Victoria's Secret, tomboy x
photo: via Tomboy X fb

Tomboy X

Let’s face it— most lingerie and intimate apparel companies base their designs on outdated definitions of what it means to be feminine or masculine. It’s fair to say that many people are fluid in their sexuality and the modern woman may feel feminine in a dress one day and super sexy in a ribbed tank top and jeans the next. We need underwear that’s as flexible as our sensuality. Enter Tomboy X. This awesome company has created underwear and bra designs that are comfortable, cool and perfect for your tomboy days (especially if you have them every day.) We LOVE their bralettes and boy shorts. But you really can’t go wrong with any of their items.

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One Reply to “Alternatives to Victoria’s Secret You Need Now”

  1. Hello, I was so excited when I saw the title of this article but I was a little disappointed at the lack of inclusivity in sizes of these brands. Particularly with cup sized bras, the highest they go up to is a G cup (UK or I cup US) and all assume that large cup size = large back size. As a UK size 32J (32M us) which is not an uncommon size, I would love to see cute and comfortable underwear like this available to more than just very slim or small busted women.

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