Committed lingerie is now undergoing a decisive shift. At a time when Savage Fenty has been called out over its working conditions and Victoria’s Secret is still struggling to break free from the controversial legacy of its former leadership, consumers are rethinking what they wear next to their skin. In the face of an ever-growing fast-fashion offering, several independent brands are proving that ethics, sensuality and creativity can coexist, without compromise.
Cou Cou Intimates: 100% cotton underwear
« Made by women for women »
Founded by Rose Colcord, Cou Cou Intimates places cotton at the heart of its creations. A choice that might seem sensible at first glance, yet one that radically departs from the image of basic underwear. Here, cotton hugs the body, highlights curves and asserts a certain vision of sensuality. The brand is committed to challenging a reality: cotton is said to account for only around 2% of global underwear production. More durable, recyclable and hypoallergenic, it also avoids direct contact between plastic and the most sensitive areas of the body. Grown in Turkey without pesticides or chemical products, cotton follows a fully circular approach once worn out, the underwear can be composted.
Em & May : Inclusion as a second skin
Originally, Em & May was not a lingerie brand but a swimwear label. Founded by Emilie in Canada, the venture began with made-to-measure pieces. First for her inner circle, then for a growing clientele in search of designs truly adapted to their body shapes. This founding approach has remained at the core of the brand. Today, Em & May offers a unique system of 27 sizes, allowing every customer to feel comfortable in what she wears. The materials mainly come from deadstock already available in Canada, production takes place in Montreal, and each piece is made to order to avoid overproduction. In terms of style, the brand embraces color, unexpected combinations and lace, proving that inclusivity is never synonymous with neutrality.
Fruity booty : Embracing circularity head-on
Based in London, Fruity Booty has established itself as one of Generation Z’s favorite brands, embraced by it girls from Charli XCX to Addison Rae. Founded by Hattie Tennant, the label takes a firmly circular approach: nearly 80% of its collections are made from existing fabrics, surplus materials and deadstock. Production runs are limited, encouraging consumers to rethink the act of buying and step away from a culture of frenetic consumption. Instantly recognizable, Fruity Booty cultivates a sharp aesthetic defined by sheer fabrics, polka dots and vibrant colors. Always ahead of the curve, the brand both reflects and fuels the movement of wearing lingerie on display rather than hiding it, turning underwear into a statement piece in its own right.
Rita intimates : Vintage lingerie as a manifesto
Founded by Valentine Cascailh, Rita Intimates is built on a simple yet radical idea: sourcing rather than producing. There is no in-house production here, only a carefully curated selection of vintage and premium second-hand lingerie, almost new drawn from deadstock and high-quality resale. All briefs are brand new, while vintage bras and nightdresses are meticulously restored. The brand highlights iconic fashion houses such as La Perla, Dolce & Gabbana, Miu Miu and Blumarine.
Beyond the product itself, Rita Intimates asserts a clear perspective: that of the female gaze. Its imagery and communication are designed to appeal to women, not to cater to a male fantasy. From XXS to XXL, the brand celebrates body diversity. Still without its own website or standalone boutique, the selection is nevertheless available at Bimbo, a well-known vintage address in the Marais.
Yasmine Eslami : Put to the test of time
Founded in 2011, the eponymous brand Yasmine Eslami embodies a different sense of time within responsible lingerie. Without loud messaging, it has been building a sustainable wardrobe for over a decade, recognizable for its clean lines and delicate lace work. With its Upcyclace line, the brand explores upcycling using existing lace fabrics. The pieces are made in Portugal from textiles sourced in Europe, notably in Germany and Italy. While Yasmine Eslami is a reference among lingerie and fashion insiders, it retains a certain discretion, almost precious which only reinforces its legitimacy.
Carefully selected materials, thoughtful production, genuine inclusion and sincere storytelling. Worn next to the skin, responsibility becomes second nature, proving once again, that sexy has never been incompatible with conscious
