Three Labels That Are Designing Lingerie for the Female Gaze

Features. Posted 8 months ago

Lucy Jones


Nico x Well Made Clothes ‘The Garden’ underwear set. Image Source.

Like most women, my relationship with lingerie is a complicated one. As a pre-teen, I begged my mum for a Bonds boob tube bra. By the time she bought one for me, my friends had already graduated to underwire. I spent the next few years shielding my non-existent breasts with uncomfortable padded monstrosities that created the illusion of an A-cup. In the David Jones lingerie section, I was always drawn to flame-red lace brassieres with complicated straps that never seemed to be available in my size. Disappointed, I wandered back to the wall of padded bras and resigned myself to the fact that I would never be a ~sexy undies~ kind of girl.

It wasn’t until my early twenties, when lingerie labels started making underwear for the female gaze, that I got sexy back; Slipping into a soft cotton bra and undie set that actually fit me properly, I felt comfortable being semi-naked for pretty much the first time in my life. I can only imagine the horror of going through similar coming-of-age underwear experiences as a well-endowed woman.

Underwear that puts the female gaze first is something that still means a lot to me, and to most women. Because we’ve been through some tough times and we deserve nice stuff, okay! But also, because undies are the most intimate item of clothing a girl can own and if you’re going to get intimate, you’ve got to make sure you’re comfortable first. IMHO the most desirable undies feel more like a soft hug than a sexy costume and they’re definitely more neutral cotton than fluro red lace. These types of knickers can be hard to find, but luckily our sister site Well Made Clothes has conducted a thorough investigation and discovered three of the sexiest underwear designers on the planet. Get to know them below.

1) Nico x Well Made Clothes


Underwire Bra – Flora


Hipster Brief – The Garden

Nico and Well Made Clothes teamed up to create this capsule collection of “granny undies” inspired by your grandma’s favourite place — the garden, dummy! The au naturale knickers are made from a super-soft Beechwood extract and prints and colours that are straight outta gran’s very well maintained backyard. The high waisted briefs and underwire bras are so lightweight and breathable that they’ll make you feel like you’re wearing nothing at all! The colour palette of calming greens and yellows also comes with a 99% guarantee of inner peace or your money back. The moral of the story: everything your grandma likes/wears/does is the bloody best.

2) Pansy


Bra – Apricot


High Rise Brief – Lilac

Just like the garden flower, Pansy’s creations are vibrant and sweet. Made locally in California from 100% sustainable fabrics, their high waisted briefs and elasticised bras are so comfortable that you’ll probably want to take the day off work when you get your first pair to do important things like lie on the couch in your underwear. Exude confidence in these apricot and lilac options this summer knowing that if someone randomly dacks you in the street (I really hope this doesn’t happen) you’ll be wearing your Sunday best everyday.

3) Base Range


Kinch Bra – Caron Beige Velour


Elastic Bell Pants – Dune

Base Range have been doing the sustainable underwear thing for a minute now, so it’s no surprise that they produce some of the most versatile styles on the market. Their latest offering includes the silky velour crop top of your dreams and ribbed cotton undies that say “you and me are inevitable” around the trim. Need and need. As the brand name suggests, their innovative designs are basic (in a good way), meaning that you’ll be wearing them for the rest of your young life. Or at least until they are so threadbare that you need to buy a new pair.

Check out more good undies that are also good for the planet over on Well Made Clothes.

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