Intimate Dress Up
Lingerie has always been a fascination of mine, from its complicated construction to its endless array of options. As someone who owns everything from granny panties to sexy lace sets, I’ve come to realize how important lingerie is for both confidence and comfort. It’s the first thing we put on in the morning and the last thing that comes off. Not only that, but depending on what you choose to wear, it can set the mood for the rest of the day.
Alexander set photographed by Sara Gentile
As a self-proclaimed dopamine dresser, I can assure you that my lingerie dictates what I want to wear, whether I’m feeling sexy and feminine, a total tomboy, or somewhere in between. As I’ve grown older, I’ve begun prioritizing intimates because the right pieces make you feel good and look good, which in turn makes you feel empowered.
Soft and Wet shot. By Valentina Gurian
What I find odd about lingerie is how it’s marketed. In many campaigns, it is associated with seduction and male fantasies when it should be about women feeling confident and comfortable in their own skin. While researching vintage ads, I found some specifically targeting men to buy products for women. Companies such as Victoria’s Secret and Agent Provocateur are good examples of lingerie brands whose marketing focuses more on the male gaze.
I’ve selected four small brands founded and led by women who cater to different needs:
Lelele shot by Federico OM
Lelele is a brand founded by my friend Alexandra Costa Pinto. The brand is based between Lisbon, Portugal, and Lima, Peru, and focuses on creating simple yet colorful pieces in the highest quality and softest pima cotton. They are a super cute and playful choice for everyday undies. They’re super comfy, breathable, and come in an endless array of fun colors.
Rapel is another Peruvian brand that is based between Lima and Madrid, founded by Rafaela Perochena. Her designs are both cute and sexy with fun colors, shapes, and prints, without dismissing the importance of comfort. She also designs swimwear. If you’re into colorful pieces with cute prints, this brand is definitely worth a browse!
Soft and Wet is a brand founded by Alice Bruniera, focused on creating simple yet luxurious lingerie and swimwear. The purpose is to embrace delicate yet conscious femininity without compromising either our softness or seductiveness. Her lingerie is simple, comfortable, and refined, made in stunning silks. The biggest luxury is knowing that every piece is handmade, which makes it so much more special.
Shadow Play is a Ukrainian brand founded in 2020 by Anja Marholina with the desire to create products that express the contradictory spirit of modernity. Today, the brand is based in Milan and makes everything in Ukraine. Her pieces are high quality and super high impact; they’re definitely on the edgier side yet still refined. It’s a great brand to consider if you want a very special piece, something out of the ordinary. The brand also makes ready-to-wear, swimwear, and accessories.
Soft and wet shot by Valentina Gurian
Some other honorable mentions are Astra (whose founder I’ve actually interviewed), DaisyLia, Macarena Lingerie, and Unndr. Although Unndr is a larger brand, I found its monthly lingerie subscription to be a cute and innovative idea.
