I'm Fussy When It Comes to Bras—Here Are 8 Brands That Look as Good as They Feel

Finding lingerie and shapewear that fits so well that you barely feel like you're wearing anything is something we all wish for. For those moments, we turn to a selection of the best bra brands—those that make underwear you're excited to put on. From independent labels like Fruity Booty, who make sustainable intimates from deadstock materials and with a designer eye, to more established powerhouses like Skims, these names are doing the heavy lifting to create pieces that support and lift in style.

But much like finding the perfect-fit jeans, the search for a great bra can be a tricky task when you don't know what you're looking for. With so many gorgeous styles out there now, though, we no longer have to just rely on basic one-size-fits-all underwire pieces that constrict, tighten and leave red marks across your shoulders and rib cage after a few hours. And don't even get us started on the brands that think having larger breasts means you have to hide them away in plain-looking and full-coverage styles once you pass a certain cup size.

Instead, there are so many amazing brands creating comfy and pretty bras for everybody. And we wanted to tell you about the ones we go to for certain styles. "Underwear is really personal, and each woman will want something different according to what her day looks like," explains Amy Wigmore, a garment technician at Dorina*, a London-based lingerie brand.

Founded in 1968, Dorina* has been helping dress women for over 50 years, and Wigmore, who has worked in the industry for 15 years herself, explains, "a common misconception of finding the right bra is that women think a fitting is a one-and-done experience". "We often hear women say they have taken one particular bra and have stuck with it for years," she continues.

If you think you're someone who does this, consider this an invitation to throw out old habits and invest in a bra that's right for you. If you love a joyful, colourful style to uplift your mood, then Dora Larsen is the destination. When it comes to the high street, of course, M&S is a forever favourite for everyday lingerie drawer additions, and Boux Avenue is the place to go for backless bras.

Keep scrolling to find out the 11 best bra brands that look as good as they feel.

The 11 Best Bra Brands of 2025

• Best Bra Brand for Matching Your Skin Tone: Skims
• Best High Street Bra Brand: M&S
• Best Luxury Bra Brand: Eres
• Best Bra Brand for Bigger Cup Sizes: Bravissimo
• Best Bra Brand for Joyful Colours: Dora Larsen

1. Dora Larsen

Style Notes: Proof that bras don't have to be basic, Dora Larsen is known for its sheer bras that are worn to be seen. The brand was founded in 2016 by Georgia Larsen, a former buyer who worked in Topshop's lingerie department. After seeing firsthand how practical bra styles can be, Larsen founded her own company with the mission of designing fashion staples that were contemporary, feminine and incredibly elevated. The brand prioritises producing responsibly, with the highest grade of fit and durability and is revered for delicate shapes made with high-octane hues.

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2. Skims

Style Notes: Kim Kardashian's juggernaut brand Skims might have begun as a way to revolutionise the shapewear industry. But in less than a decade in operation, it's expanded its reach far beyond compression solutions, becoming one of the best bra brands in the process. Offering upwards of 20 different styles—including the beloved 'Fits Everybody' range, made up of best-selling, buttery fabrics—across ten different shades, Skims truly has something for everyone. (Yes, even a bra with a built-in nipple piercing!)

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3. Dorina*

Style Notes: With half a century under its belt, Dorina* has carved a niche as one of the best bra brands designing styles with a trend-forward lens. Fabric like satin and lace harkens back to the brand's rich heritage, with these materials allowing Dorina* to create styles that are equally romantic and functional. "Dorina* has something for every woman, at all stages of her adult life, while keeping consistency in the bra sizes on offer," Wigmore adds.

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4. Fruity Booty

Style Notes: For underwear with a purpose, look no further than female-founded and slow fashion bra brand, Fruity Booty. Of course, if you're one of the English-Australian label's acolytes, you'll know there's more to this brand than vintage-inspired shapes crafted with contemporary prints. From swimwear inspired by the awnings littering the Italian seaside to tops emblazoned with recipes for clams in white wine sauce—which are co-designed with Melbourne-based chef and cookbook author Ellie Bouhadana—everything the brand produces is a future heirloom in the making. Naturally, this aesthetic is also derived from the use of sustainable fabrics, including recycled and ethically sourced materials.

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5. Spanx

Style Notes: Worn by Bridget Jones and Addison Rae alike, Spanx is the original pioneer of high-performing and cutting-edge underwear. What began as a prototype using shredded pantyhose has blossomed into a globally-renowned and incredibly lucrative business selling supportive, secure and intelligently-designed bras for all occasions.

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6. Eres

Style Notes: Eres is a French fashion brand specialising in underwear, athletic garments and swimwear rooted in Parisian tastes. Never dictated by trends, the pieces are imbued with a sense of bliss and occasion, making them a constant presence on European Summer hotspots like the Côte d'Azur, all the way from Cannes down to Saint-Tropez.

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7. Coco Der Mer

Style Notes: Bras were once something to hide, rather than show off. And when they were seen, it was often the case that the designs pandered to the male gaze, rather than uplifting the woman wearing it. Coco De Mar rejects this altogether, putting female desires and interests at the forefront. "Since 2001, Coco de Mer has been creating and curating a unique collection of luxury lingerie and erotica," the brand explains. Styles are unabashedly sexy, meaning Coco De Mar's shapes are something you can proudly wear both in and out of the boudoir.

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8. M&S

Style Notes: I'd wager that there isn't a woman in Britain who doesn't have an M&S bra currently sitting in the top drawer of her dresser. A true high-street staple, the beloved brand "develops lingerie and shapewear for different body types and style preferences, helping customers to look and feel their best for everyday wear and special occasions," as Soozie Jenkinson, head of M&S lingerie design, explains.

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9. Boux Avenue

Style Notes: Launched in 2011, Boux Avenue is another British high-street favourite making affordable underwear, loungewear, nightwear and swimwear. As for the brand's bras, however, Boux Avenue can be relied upon for a mix of racier lace styles and classic microfibre fits across a wide range of sizes.

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10. Understatement

Style Notes: Liberating, unrestrictive and unapologetic are the guiding principles of Understatement. The bra brand doesn't shy away from the female form by creating designs that cater to the tastes of all women. Irrespective of your definition of sexy, you can feel empowered in Understatement's design thanks to the incredible representation in their campaign and brand imagery, whip-smart copywriting and flattering silhouettes.

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11. Bravissimo

Style Notes: Sick of bras that are just scaled up to fit larger chest sizes and not designed with those body types in mind? Bravissimo's designs are specifically catered to those with bigger breasts, prioritising support and coverage without the dowdy designs that were typically associated with anything bigger than a D cup size.

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