London Lingery: The Ultimate Shopping & Styling Guide

If you’re hunting for the perfect bra, a sexy set, or a cozy night‑wear piece, London has something for every taste and budget. No need to wander aimlessly – this guide shows you where to shop, how to fit, and what’s hot right now.

First, forget the idea that you have to spend a fortune. Many small boutiques and high‑street stores offer quality pieces at sensible prices. Knowing the right spots saves time and keeps your wallet happy.

Best Places to Buy Lingerie in London

Selfridges on Oxford Street is a classic stop. The lingerie floor mixes luxury brands with emerging designers, so you can compare a $50 lace bra to a $200 silk set in one aisle. The staff are trained to help you find the right fit, which is a lifesaver if you’re unsure about size.

Roxy’s in Covent Garden focuses on fun, bold prints. If you love colour and want something that stands out, Roxy’s selection of cheeky bralettes and thongs is perfect. Prices linger around £30‑£70, and they often run a buy‑one‑get‑one deal.

Intimissimi on Regent Street offers sleek Italian styling at mid‑range prices. Their size chart is clear, and you can easily mix‑and‑match tops and bottoms for a coordinated look.

Don’t overlook independent boutiques in Shoreditch and Camden. Small shops like Lace & Grace or Undercover Lingerie stock curated pieces you won’t find elsewhere. You’ll also get personalized advice and sometimes a private fitting room.

For those who love online convenience, Figleaves ships fast across the UK and lets you filter by style, price, and size. Their return policy is generous, which makes trying out new cuts less risky.

Fit, Feel & Trends: What to Look For

The most important part of any lingerie purchase is fit. A well‑fitted bra should sit level, the band should stay snug when you raise your arms, and the cups should fully encase your breast without spilling. If you’re unsure, bring a friend or ask a store associate to measure you. It takes a minute and saves weeks of discomfort.

When it comes to fabric, cotton remains the go‑to for everyday wear because it breathes and holds shape. For special occasions, look for silk, satin or lace—they add a touch of luxury without feeling heavy.

Current trends in London blend comfort with cheeky details. Seamless bralettes are still big, especially in neutral tones that double as tops under a blazer. At the same time, high‑waisted briefs and thong‑style panties with playful embroidery are popping up in street‑style photos.

If you’re into sustainable fashion, check out brands like Organic Bra Co. and EcoLuxe. They use recycled fabrics and ethical production methods, and many London boutiques now stock them alongside mainstream lines.

Don’t forget accessories. A good set of lingerie bags keeps your pieces safe when traveling, and a gentle detergent preserves lace and silk longer.

Finally, experiment with layering. A simple white bralette under a sheer blouse works for daytime, while a matching set with a lace camisole can elevate an evening look. Mix textures, play with colour blocking, and have fun—lingerie should make you feel confident, not confined.

With these shops, fitting tips, and trend pointers, you’re ready to navigate London’s lingerie scene like a pro. Grab a coffee, hit a boutique, and treat yourself to something that feels as good as it looks.