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Body positivity is in (hurrah!) and self doubt is out, but when it comes to making underwear that encourages women to love the skin they’re in, we’ve been doing it for years. From ultra-comfy bras to seam-free knickers, we believe self-confidence begins with the right foundations. Here’s how to adopt our philosophy today

Give yourself the right

Don’t compromise on style when bra shopping; instead, choose designs that complement your personal aesthetic. Whether that means vintage-inspired lace, cool athleisure or modern minimalism, you’ll find just the right level of support built into all our bras, thanks to clever innovations from our in-house garment tech team. From bralets to bandeaus, our bras offer unrivalled uplift, meaning you can feel your best self, whatever your style.

Find your ‘yes’ set
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Demure lace meets peek-a-boo mesh
The anything-but-boring bandeau
Sporty stripes accent this bra set
A bralet designed for fuller busts

Start with the best
possible fit

Our bodies are not meant to stay the same; growing and changing is part of all our lives. You owe it to yourself to have regular professional bra fittings, especially if you are pregnant, breastfeeding or have recently gained or lost weight. Wearing the correct size can (literally) take the weight off your back, improve your posture and make your clothes hang better. If you can’t remember your last fitting or doubt you’ve got your bra size quite right, schedule a free appointment now.

Book here
Maternity & nursing bras


Cotton-rich for breathable softness
Designed for full-cup support
Flexifit fabric moves with you
A modern shape with light padding

Show yourself some love

We don’t subscribe to the idea of saving nice things for ‘best’, so we make sure that even our most sumptuous styles are ultra-comfy too. Take this gorgeous lace set, for example – it’s guaranteed to make you feel wonderful with its delicate, scalloped-edge bra and ultra-flattering high-waisted knickers. The best bit? Once it’s on, it’s so soft you’ll forget you’re wearing it.

Luxe lingerie this way
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Scalloped trims add vintage charm
The high-rise fit is super flattering
The easy route to everyday elegance
These briefs are in the 3 for 2 offer

Hit the right tone

Beige may be the colour of the season, but when it comes to underwear, we’re proud to offer a broader range of nudes so that you can find your perfect neutral shade, from ivory to mahogany. Designed to be invisible under lightweight, semi-sheer or white tops and trousers, nude-coloured underwear is a sure-fire way to feel confident in any outfit. Plus, who doesn’t long for one less decision to make in the morning?

Nude bras here
Add the knickers


Add this to your capsule bra-drobe
Bid VPL farewell with these shorts
Velvety soft for everyday luxury
Brazilian knickers in a choice of five shades

Go easy on yourself

Life can be a rough ride; your lingerie needn’t be. Instead, choose clean-lined underwear that’s totally free of any unnecessary drama: yes, scratchy seams and underwires that irritate, we’re looking at you. Instead, embrace super-sleek bras and non-VPL briefs from our bestselling Flexifit and Smoothlines ranges. With innovative features, such as extra-thin cups and ultra-fine edges, these styles are the chicest way to take the rough with the smooth.

Check out Flexifit
See the Smoothlines range


A clever design that forgoes wires
£16 for two
These briefs feature four-way stretch
Cosy up in the softest cashmere
Comes in four sophisticated shades

Editor: Dulcie Emerson

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