Welcome to Vogue’s very first Lingerie Week, where we’re celebrating the pleasure of gifting no one but yourself this Valentine’s Day. Over the next 5 days, we will be highlighting a handful of our favorite brands, from the size-inclusive to the eco-conscious and everything in between–breaking down the traditional barriers of giving and receiving intimates and ridding the old codes of V-Day gifting.
Whether you’re single, taken, or somewhere in between (no judgment!), there’s no better time to treat yourself to some pretty Valentine’s Day lingerie for no one but you to enjoy. At some point in the last few years, it’s become completely acceptable to share a photo of yourself on Instagram wearing nothing but your underwear. Yes, there was a brief “underwear as outerwear” trend on the runways, and designers have shown lingerie-inspired dresses for years. But this feels like a new, voyeuristic phenomenon that’s here to stay. The best part? It’s not provocation we’re after—it’s empowerment. Women aren’t doing it for anyone else’s pleasure but their own. Perhaps they’ve been inspired by the incredible productions of Rihanna’s Savage x Fenty shows, which galvanized women of all sizes, ages, and races to embrace their sexuality.
Body-positive brands like Cuup and MeUndies are normalizing the need for various sizes and fits when it comes to underpinnings, while Instagram-approved brands like Henriette H are redefining the term “sexy lingerie.” Remember Katie Holmes in Khaite’s cashmere bra? No lace in sight. Morgan Lane’s knit bralette is exactly the kind you’d want to show off under a sheer blouse, and Jeanne Damas’s brand Rouje has the cutest nightgown cami and undie intimates set—perfect for lounging around at home.
Below, shop the 17 best Valentine’s day lingerie gifts (and sets!) to treat yourself with this year and look out for more of the best lingerie brands to come this week.