The Most Popular Lingerie Brands of 2020

Erin Fitzpatrick

Raise your hand if you used to buy five-packs of Fruit of the Loom underwear at Target when you were younger. Same. If your preferences have evolved since then—no shame if they haven't—there are so many amazing lingerie brands to choose from right now, including several up-and-coming labels making waves.

Some lingerie brands are making luxury bras and pieces using silk and lace, and others are on a quest to perfect everyday underwear. And still others—such as Rihanna's Savage x Fenty—offer a mix of both special and basic pieces. In our list below, we rounded up lingerie at a range of prices starting at $9. Scroll down to shop the most popular lingerie brands of 2020. 

Savage x Fenty 

It's no surprise that Rihanna's fans have wholly embraced her lingerie line, Savage x Fenty, but now that the brand is on Amazon, it's reached an even bigger audience. 

Savage x Fenty Flocked Logo Bralette ($34)

Savage x Fenty Satin Drawstring Shorts ($33)

Savage x Fenty Curvy Floral Lace High-Waist Brief ($19)

Savage x Fenty High Leg Bikini ($19)

Savage x Fenty Reg Lace Triangle Bralette ($30)


Natori is one of the best-selling and top-rated lingerie brands at Nordstrom. In fact, three of the brand's bras made our list of the top nine best-selling bras from Who What Wear stories. 

Natori Bliss Perfection Underwire Contour Bra ($41)

Natori Feathers Underwire Contour Bra ($68)

Natori Pure Luxe Underwire T-Shirt Bra ($43)

Natori Bliss Perfection Underwire Contour Bra ($68)

Natori Pure Luxe Underwire T-Shirt Bra ($72)


Italian brand Intimissimi has a truly massive selection of well-priced bras, underwear, and more. The brand can thank Chiara Ferragni and Irina Shayk, among others, for helping the Verona-based label gain international appeal. 

Intimissimi Natural Cotton Boyshorts ($15)

Intimissimi Raw-Cut Cotton Briefs ($15)

Intimissimi Seamless Supima Cotton Shorts ($22)


Net-a-Porter sure knows how to identify an up-and-coming brand, so I knew Baserange would make it big. The brand uses natural materials like bamboo and organic cotton.

Baserange + Net Sustain Una One-Shoulder Ribbed Stretch-Organic Cotton Soft-Cup Bra ($50)

Baserange + Net Sustain Bell Stretch-Bamboo Briefs ($30)

Baserange + Net Sustain Stretch-Bamboo Soft-Cup Bra ($62)


Lonely is the brand of choice for fashion girls who love luxury lingerie and bold colors. 

Lonely Bonnie Lace-Trimmed Embroidered Stretch-Tulle Briefs ($55)

Lonely Gigi Velvet-Trimmed Flocked Stretch-Tulle Briefs ($50)

Lonely Lena Stretch-Lace and Mesh Underwired Bra ($90)


Parade made a huge splash on social media when it debuted late last year. The brand is known for its inclusive sizing (XS to 3X) and its ultra-comfortable fabrics. 

Parade Thong ($9)

Parade Briefs ($9)

Parade Cheeky Underwear ($9)

Real Underwear

I originally discovered this basics brand on Shopbop. From the looks of the many nearly sold-out styles, shoppers are loving the pared-back styles. 

Real Underwear Fusion Bare Hipster Panties 2 Pack ($20)

Real Underwear Fusion Bare Racerback Cami Bralette 2 Pack ($40)

Calvin Klein Underwear

No underwear roundup would be complete without Calvin Klein, which has always been reliable when it comes to quality and fit. 

Calvin Klein Underwear Lightly Lined v Neck Bralette ($40)

Calvin Klein Moderncotton Blend Racerback Bralette ($28)

Calvin Klein Modern Cotton Blend Hipster Briefs ($13)

Calvin Klein Underwear Modern Cotton Thong ($20)

Chantelle Lingerie

Chantelle Lingerie is another brand that made our list of the top nine best-selling bras from Who What Wear stories, and it continues to churn out bras and underwear that shoppers crave. 

Chantelle Lingerie Soft Stretch Wireless Padded V-Neck Bra ($35)

Chantelle Lingerie Soft Stretch Seamless Hipster Panties ($20)

Maison Lejaby

This French brand, sold at Shopbop, is great for beautiful, Parisian-inspired lingerie. 

Maison Lejaby Miss Lejaby Triangle Bra ($80)

Maison Lejaby Nufit Boyshorts ($58)

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This article originally appeared on Who What Wear

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