Womens Lingerie Retailer London

Online undies shopping can be a little daunting (and dull), but luckily for us Londoners, the city is teeming with excellent lingerie boutiques, armed with brilliant staff to help you ensure you don’t end up with an ill-fitting bra or, god forbid, the wrong thong.

Whether you’re into French lace, modern minimalism, frills and spills or whips and chains, these specialist London underwear boutiques are the places to go for top drawer drawers.

Agent Provocateur opened its first store in Soho back in 1994. And while they now have outlets all over Europe and the US, the Broadwick street store remains the best. The vintage-inspired black and pink interiors house everything from underwear to swimwear, nightwear, loungewear and accessories (think nipple tassels, real gold handcuffs and crystal bodychains, plus whips, paddles and all manner of sex toys) and the lingerie styles range from pretty to pretty racy. Book a private fitting with an ‘agent’ (partners are allowed in the changing area) and you’re guaranteed to leave feeling all sorts of sexy, and full of champagne.

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When it comes to super luxurious underwear that’s as beautifully made as it is beautiful to look at, few are as pro as Italian brand La Perla. Founded in Bologna back in 1954, the brand was originally known for its excellent corsetry, and the DNA of precise detail, sophisticated workmanship and femininity remains today. Fittings can be booked at any of its four London outlets (walk-ins are also welcome), or indeed at any location in London, whether your home or a hotel. Fancy coming along with your partner? Each store has a large private fitting room that’s perfect for couples where you’ll be served champagne and other refreshments while you slip into something a little, well, silkier.

Founded in 2001, Coco de Mer takes its name from an exotic plant whose seed bears a striking resemblance to the intimate female form (no really, Google it). The brand’s Covent Garden boutique is a low-lit temple to seriously sexy lingerie and erotica. Whether you’re looking for a beautiful bra, a suspender belt or something a little (or a lot) saucier, the knowledgeable team are on hand to guide you through what can sometimes be an intimidating experience. Coco de Mer also hosts regular in-store Salons where you can learn new skills, tricks and techniques to heighten your pleasure in the bedroom.

Fittings are available on a walk in basis and changing rooms come with a peep hole, should you have a plus one keen on, well, peeping.

The Pantry Underwear

Tucked away on Ledbury Street off Westbourne Grove is every Notting Hill girl’s best kept secret. Maison SL, which opened its doors in 2017, stocks an impressive and interesting array of continental luxury lingerie brands, some with a history of over 100 years in bra manufacturing and many of which you won’t have heard of. The edit is curated by the lovely owner Susana Lorena, who can match you to your perfect bra with just one look at you — and she’s a pro when it comes to those of us with more unusual sizes, such as small backs and larger cups. With a luxury swimwear department, bra recycling scheme and a gorgeous leopard print cat roaming about the store, a trip to Maison SL is a wonderful experience that’s not to be missed.

Its reputation for teenage-centric bright pink thongs and logo-heavy PJs might mean you don’t consider Victoria’s Secret — which cancelled its famous, and famously controversial, fashion show in 2019 — the place to go for well-fitting, sexy undies. But make the pilgrimage past the mass of tourists and teenagers on the ground floor of the flagship on Bond Street up to the private Angel Suite on the third floor, and you’ll be pleasantly surprised. There are pretty lace sets and silky robes alongside more out there diamante encrusted thongs, and all at a relatively reasonable price.

A classic when it comes to luxury lingerie, Rigby and Peller boutiques carry a selection of shape, swim, sports and nightwear from a variety of independent brands like Prima Donna, Marie Jo, Andres Sarda, Aubade, Simone Perele and Hanro.Intimates is a woman-owned, Philadelphia-based brand offering size inclusive lingerie for all people. Our small team consists of four people and together, we offer DIY lingerie kits, hand crafted lingerie, and online + in-person bra making classes.

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I had 2 afternoons to spare in London. Fabric shopping was an option, which I did briefly with Hannah from Evie La Luve. We scouted out Goldhawk Road for about an hour – I have been, she hadn’t. We were unimpressed with the selection. If you’re a lingerie sewist, you will know that finding bra, undie, knicker fabrics and trimmings is hard.

More so than finding a new mesh or stretch galloon lace, I wanted to shop RTW lingerie for inspiration. Being in a foreign country exposes me to new designers and brands I wouldn’t normally see. Also, one of my favorite lingerie brands right now, Myla London, has a store in London. So, with my lingerie partner in crime, Melissa of The Lace Appeal, we hopped around town to take in all the lace and lingerie we could. Below are the stores we visited. I’m also including stores that we weren’t able to go to, but I had read about. If there’s a store or boutique on this list that you don’t see but recommend, add a comment so I and others can know!

Founded in Notting Hill in 1999, Myla London offers beautiful lingerie sets that span from everyday pieces to intricate boudoir styles. The colors are modern femme – black mixed with blush pink, violet, light blues and other pastel colors. Very – see why I like them? In addition to the colors, I am also drawn, more like sucked into, Myla because of the silhouettes – like this and this. The company’s flagship store is everything you would think it would be. I felt like I was completely immersed in the Myla world.

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Liberty of London was a pleasant surprise. Located on the 2 floor, LL’s lingerie department, called The Pantry Underwear, offers a collection of cult names and emerging brands (Calvin Klein, Dora Larsen, The Nude Label). What the shop-in-shop lacked in their volume of styles (there’s wasn’t a lot), it made up for in coziness. It felt very low key, casual, and cool – kind of like you were hanging out on your back porch.

So, funny story. Melissa and I went to Selfridges because after trying to find the Myla London store. Google had us go to 2 locations and at both, there was no Myla store. So, we went to Selfridges because we know they carried Myla, and then we found the Myla London store after.

In addition to selling lingerie’s name brands, Selfridges also has off the beaten path designers. And their sale section – very good! They had racks that were £10 euros and under. Melissa and I both bought a bralette for £3! So, come to Selfridges if you see something out of your price range. It might be on sale!

Welcome To Lucy's Boudoir

La Perla is sold at Selfridges and Harrods, but the brand also has free standing boutiques in Soho and Burlington Arcade. Melissa and I went to the Burlington Arcade store, just before going to Sketch (a must if you’re in London!). The Italian brand is the creamof the crop when it comes to lingerie. I definitely couldn’t afford it, but it was well worth the look for inspiration.

Coco De Mer’s store is a whirlwind of lingerie, sex toys and oddly-looking erotic objects- sterling silver nipple shields, gold-gilded clamps, sexual rings that double as massage aids, leather reins, etc. That’s totally not my thing, but what is my thing is intricate lingerie. From big brands like Stella McCartney to indie brands like Marika Vera, Mimi Holliday, Chromat and Kriss Soonik, Coco De Mer had awesome inspiration for construction methods.

Honey Birdette’s store is close to Coco De Mer and their aesthetic is too. It was fun to look at the lingerie for construction, but it was a little too S&M for my taste. It’s well worth a look though!

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Tallulah is showcase for luxury as well as indie brands – Aubade, Fleur of England, Elle & Cee and Ayten Gasson. The store has its very own bridal boudoir.

Agent Provacateur has more than one store in London, but its location on Broadwick Street is the chain’s oldest and best. Styles run from the virginal to the downright va-va voom. The fabrics and detailing are incredible. If you’re looking for inspiration, put AP London on the top of your lingerie list. I’m bummed I didn’t get to go, but there are plenty of opportunities to go to a store in the states.

What Katie Did is bringing back the bullet bra. If you love the styling on Mad Men, this is the place to go for lingerie that will give you that shape.

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I would pick Harrods over Selfridges if you wanted a unique department store experience. It’s one of the most fancy in