Instagram has become so much more than a place to post pictures of your dogs and scenic snaps from family vacations — it's a destination to discover new, of-the-moment brands who are taking the Internet (and ahem, the IRL world) by storm. And it's not just limited to clothing brands — Insta's getting intimate and it seems like nothing is off limits anymore when it comes to what you can or can't post.
We may still not be able to share a photo of bare nipples without getting in some trouble with the platform, but other than that, you've got free reign to let your underwear take center stage on social media. From bloggers' pretty, stylized flat-lays to bits of lace peeking out in #OOTDs left and right, lingerie has a new life on Instagram and there are a few notable brands making serious waves.
The craziest part is, some of these newer names wouldn't be brands at all if it weren't for social media. So in honor of National Underwear day, read on to get to know six underwear brands that are doing Instagram right and find out just how much it's paying off. Oh, and score some rad panties for yourself, too.
Me And You
For badass babes that want their undies to make a statement, Me and You is sexy in all the right ways. You may recognize them from the New York Times' piece on granny panties, but the press didn't end there. From i-D Magazine to Good Morning America, the ladies of Me and You, Mayan Toledano and Julia Baylis, have been riding the anti-thong wave, along with 18k Instagram followers. And we love a brand that brings strong, like-minded women together. "For us, Instagram became the best social media outlet to exhibit our products whilst creating a safe space for girls to celebrate their femininity and girlhood," they explained. Now that's some underwear we can get behind.
Me And You
For badass babes that want their undies to make a statement, Me and You is sexy in all the right ways. You may recognize them from the New York Times' piece on granny panties, but the press didn't end there. From i-D Magazine to Good Morning America, the ladies of Me and You, Mayan Toledano and Julia Baylis, have been riding the anti-thong wave, along with 18k Instagram followers. And we love a brand that brings strong, like-minded women together. "For us, Instagram became the best social media outlet to exhibit our products whilst creating a safe space for girls to celebrate their femininity and girlhood," they explained. Now that's some underwear we can get behind.
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Aimee Cherie Intimates
Based in Australia, Aimee Cherie Intimates specializes in gorgeous, yet super-affordable, lace bralettes and intimates. As a young business owner, founder Aimee-Cherie Kendall has experienced Instagram's power firsthand. "[It's] been an awesome resource to learn more about our customer and help cement the look of what we are," Kendall explains. That look is one of ladylike lace with a '90s rock 'n' roll edge, and it's perfect for the type of minimalist yet chic aesthetic that typically performs on Instagram. If you're looking for a go-to black lace bralette or just want to treat yourself to something pretty, Aimee Cherie is for you. Plus, it's eye candy on your feed.
Based in Australia, Aimee Cherie Intimates specializes in gorgeous, yet super-affordable, lace bralettes and intimates. As a young business owner, founder Aimee-Cherie Kendall has experienced Instagram's power firsthand. "[It's] been an awesome resource to learn more about our customer and help cement the look of what we are," Kendall explains. That look is one of ladylike lace with a '90s rock 'n' roll edge, and it's perfect for the type of minimalist yet chic aesthetic that typically performs on Instagram. If you're looking for a go-to black lace bralette or just want to treat yourself to something pretty, Aimee Cherie is for you. Plus, it's eye candy on your feed.
Trois The Label
If you're the less-is-more type, minimalist brand Trois The Label makes simple, no-frills underwear, loungewear, and clothing just for you. From a chic triangle bralette to the perfect high-waisted brief, this is the kind of underwear you just want to wear nonstop, and big-time bloggers like Danielle of @WeWoreWhat have taken notice of the young brand. Oh, and we can't go without mentioning that the pieces are all named after '90s supermodels. Branding on point.
If you're the less-is-more type, minimalist brand Trois The Label makes simple, no-frills underwear, loungewear, and clothing just for you. From a chic triangle bralette to the perfect high-waisted brief, this is the kind of underwear you just want to wear nonstop, and big-time bloggers like Danielle of @WeWoreWhat have taken notice of the young brand. Oh, and we can't go without mentioning that the pieces are all named after '90s supermodels. Branding on point.
With Love Lilly Intimates
Almost too pretty to wear underneath other clothing, With Love Lilly's detailed, handmade pieces have gone viral on Instagram in only a matter of months — and with good reason. At 30.1k followers, its Instagram feed is a feast for the eyes, complete with candy-colored lace, unique appliqué, and delicate sets. "For our brand, pictures are essential — 'a picture is worth a thousand words,' after all — which is why Instagram has been perfect for us," says Sian Harriman, director of the brand. That's likely why lingerie thrives on the platform — it's all about the visuals and the details, and ultimately why customers are drawn to following, and buying from, brands like With Love Lilly.
Almost too pretty to wear underneath other clothing, With Love Lilly's detailed, handmade pieces have gone viral on Instagram in only a matter of months — and with good reason. At 30.1k followers, its Instagram feed is a feast for the eyes, complete with candy-colored lace, unique appliqué, and delicate sets. "For our brand, pictures are essential — 'a picture is worth a thousand words,' after all — which is why Instagram has been perfect for us," says Sian Harriman, director of the brand. That's likely why lingerie thrives on the platform — it's all about the visuals and the details, and ultimately why customers are drawn to following, and buying from, brands like With Love Lilly.
Christie Nicole
A chain bra exists, and Christie Nicole makes it. So look no further for standout bralettes and lingerie that fits the smallest sizes and D-cups alike. "[Tools like Instagram] have allowed me to really get my label out there — it is amazing to see how many people you can connect with from around the world," says designer Christie Trowbridge. We're lucky this platform makes it easier for brands to go global, so we can stay connected with our favorite lingerie labels from all corners of the world. And with pieces as unique as hers, you can't help but stop scrolling and double-tap.
A chain bra exists, and Christie Nicole makes it. So look no further for standout bralettes and lingerie that fits the smallest sizes and D-cups alike. "[Tools like Instagram] have allowed me to really get my label out there — it is amazing to see how many people you can connect with from around the world," says designer Christie Trowbridge. We're lucky this platform makes it easier for brands to go global, so we can stay connected with our favorite lingerie labels from all corners of the world. And with pieces as unique as hers, you can't help but stop scrolling and double-tap.
Kat The Label
Also by way of Australia comes Kat The Label, your new one-stop shop for beautiful, wear-everyday bralettes that photograph well, to boot. It's the kind of timeless underwear that you might buy now and keep for years and years. In fact, the brand aims to please a wide audience on Instagram and beyond. "My followers follow me simply because they are lingerie fans. I try not to keep it too sexy, so I can appeal to a broad audience, from a girl at 15 to a lady at 40." Tasteful, well-made, and with just the right amount of edge — Kat has all the things we look for in a lingerie brand. Wear the pieces proudly under backless tops and sheer blouses.
Also by way of Australia comes Kat The Label, your new one-stop shop for beautiful, wear-everyday bralettes that photograph well, to boot. It's the kind of timeless underwear that you might buy now and keep for years and years. In fact, the brand aims to please a wide audience on Instagram and beyond. "My followers follow me simply because they are lingerie fans. I try not to keep it too sexy, so I can appeal to a broad audience, from a girl at 15 to a lady at 40." Tasteful, well-made, and with just the right amount of edge — Kat has all the things we look for in a lingerie brand. Wear the pieces proudly under backless tops and sheer blouses.