My Favorite Lingerie Stores in London
I had 2 afternoons to spare in London. Fabric shopping was an option, which I did briefly with Hannah from Evie La Luve. We scouted out Goldhawk Road for about an hour – I have been, she hadn’t. We were unimpressed with the selection. If you’re a lingerie sewist, you will know that finding bra, undie, knicker fabrics and trimmings is hard.
More so than finding a new mesh or stretch galloon lace, I wanted to shop RTW lingerie for inspiration. Being in a foreign country exposes me to new designers and brands I wouldn’t normally see. Also, one of my favorite lingerie brands right now, Myla London, has a store in London. So, with my lingerie partner in crime, Melissa of The Lace Appeal, we hopped around town to take in all the lace and lingerie we could. Below are the stores we visited. I’m also including stores that we weren’t able to go to, but I had read about. If there’s a store or boutique on this list that you don’t see but recommend, add a comment so I and others can know!
20 Brook Street, London W1K 5DE
Founded in Notting Hill in 1999, Myla London offers beautiful lingerie sets that span from everyday pieces to intricate boudoir styles. The colors are modern femme – black mixed with blush pink, violet, light blues and other pastel colors. Very Madalynne – see why I like them? In addition to the colors, I am also drawn, more like sucked into, Myla because of the silhouettes – like this and this. The company’s flagship store is everything you would think it would be. I felt like I was completely immersed in the Myla world.
Regent St, Soho, London W1B 5AH
Liberty of London was a pleasant surprise. Located on the 2 floor, LL’s lingerie department, called The Pantry Underwear, offers a collection of cult names and emerging brands (Calvin Klein, Dora Larsen, The Nude Label). What the shop-in-shop lacked in their volume of styles (there’s wasn’t a lot), it made up for in coziness. It felt very low key, casual, and cool – kind of like you were hanging out on your back porch.
400 Oxford St, Marylebone, London W1A 1AB
So, funny story. Melissa and I went to Selfridges because after trying to find the Myla London store. Google had us go to 2 locations and at both, there was no Myla store. So, we went to Selfridges because we know they carried Myla, and then we found the Myla London store after.
In addition to selling lingerie’s name brands, Selfridges also has off the beaten path designers. And their sale section – very good! They had racks that were £10 euros and under. Melissa and I both bought a bralette for £3! So, come to Selfridges if you see something out of your price range. It might be on sale!
163 Sloane St, Belgravia, London SW1X 9QB
La Perla is sold at Selfridges and Harrods, but the brand also has free standing boutiques in Soho and Burlington Arcade. Melissa and I went to the Burlington Arcade store, just before going to Sketch (a must if you’re in London!). The Italian brand is the creamof the crop when it comes to lingerie. I definitely couldn’t afford it, but it was well worth the look for inspiration.
Coco De Mer
23 Monmouth St, London WC2H 9DD
Coco De Mer’s store is a whirlwind of lingerie, sex toys and oddly-looking erotic objects- sterling silver nipple shields, gold-gilded clamps, sexual rings that double as massage aids, leather reins, etc. That’s totally not my thing, but what is my thing is intricate lingerie. From big brands like Stella McCartney to indie brands like Marika Vera, Mimi Holliday, Chromat and Kriss Soonik, Coco De Mer had awesome inspiration for construction methods.
56 Long Acre, Covent Garden, London WC2E 9JL
Honey Birdette’s store is close to Coco De Mer and their aesthetic is too. It was fun to look at the lingerie for construction, but it was a little too S&M for my taste. It’s well worth a look though!
Spots we didn’t visit, but read about:
3 Grosvenor St, Mayfair, London W1K 4PT
Agent Provacateur has more than one store in London, but its location on Broadwick Street is the chain’s oldest and best. Styles run from the virginal to the downright va-va voom. The fabrics and detailing are incredible. If you’re looking for inspiration, put AP London on the top of your lingerie list. I’m bummed I didn’t get to go, but there are plenty of opportunities to go to a store in the states.
Rigby + Peller
2 Hans Rd, Knightsbridge, London SW3 1RX, UK
Luxury lingerie sizes with cup sizes A-K,
What Katie Did
26 Portobello Green, 281 Portobello Road, London W10 5TZ
What Katie Did is bringing back the bullet bra. If you love the styling on Mad Men, this is the place to go for lingerie that will give you that shape.
87-135 Brompton Rd, Knightsbridge, London SW1X 7XL
I would pick Harrods over Selfridges if you wanted a unique department store experience. It’s one of the most fancy in London.
150 Goswell Rd, London EC1V 7DU
My mom’s battle with breast cancer made me want to visit Nicola Jane, which specializes in mastectomy bras. It stocks a few brands, including its own, and sells corselets and sports bras as well as lingerie and everyday bras, and prostheses.
28A Hereford Rd, London W2 5AJ
Ugh! I wish I had gone here. Dolci Follie is an all pink boudoir in Westbourne Grove and was named one of Vogue’s top five places to get a bra fitted. The stock is a lingerie fiend’s dream.