What comes first when you get dressed in the morning? That’s right — lingerie. But why settle for the ordinary when you can indulge in the extraordinary? The emerging lingerie brands on the scene are not just raising the bar; they’re redefining what it means to feel confident and comfortable in your own skin. So, how are these trailblazers making waves in the intimates industry?

Meet Smith Bowen, the Vancouver-based brand leading the charge in eco-friendly undergarments. Founded by Renée Rechtschaffner, Smith Bowen is committed to non-toxic, low-impact lingerie that appeals to the conscious customer. With organic materials and natural fibers, this brand is proof that you can look and feel good while doing good for the planet.

But it’s not just about sustainability; it’s about style and comfort too. Enter Cuccia, a brand filling the gap in the market for high-cut thong silhouettes inspired by the ’80s and ’90s. As founder Rachel Cuccia explains, “Many women wanted this style but couldn’t find it.” Cuccia’s cheeky briefs are designed with breathability and comfort in mind, making them a fan favorite for everyday wear.

And let’s not forget Du Ciel, the Düsseldorf-based luxury lingerie and swimwear brand that started from a place of darkness and grew into something beautiful. Founded by Maria Sinkovskiy, Du Ciel is known for its Caviar thong, a design that proves less can be more. This tiny yet impactful piece has become a brand staple, offering both comfort and a bold statement.

But these brands aren’t just about creating beautiful lingerie; they’re about empowering women. Kat Zarra, after a decade in the industry, launched her brand in 2020, incorporating jewelry into her collections for a touch of exotic elegance. Underdays, founded by Amelie Salas and Oria Mackenzie, is all about crafting stylish, durable essentials that prioritize women’s health and comfort.

These emerging lingerie brands are more than just underpinnings; they’re a movement towards a more sustainable, comfortable, and confident way of dressing. They’re changing the narrative around what lingerie should be and who it’s for.

“As these brands continue to push the boundaries of what’s possible in the world of intimates, one thing is clear: The future of lingerie is looking bright, beautiful, and incredibly comfortable.” Your guide to the latest in fashion and intimacy awaits.