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Victoria’s Secret is a fast fashion brand that doesn’t appear to pay living wages to its workers. Those are just two of the reasons we recommend seeking out alternatives to the lingerie brand. Read on to find out more and meet the underwear brands we rate highest, including Eco Intimates, Anekdot, and Underprotection.
Why you should consider alternatives to fast fashion brand Victoria’s Secret
Victoria’s Secret is a massive, global underwear empire known for its lacy lingerie, logo-detailed straps, pyjamas, and of course, its annual fashion show featuring some of the world’s most popular models, known as “Angels”. The catwalk show usually makes headlines but not always for good reasons, with criticism of its lack of diversity and controversy surrounding its former organiser Ed Razek in recent years.
In our most recent rating review, Victoria’s Secret scored “Not Good Enough”: our experts assessed the public evidence and found disappointing disclosures over the brand’s efforts across its environmental impact, labour rights, and animal welfare. Victoria’s Secret does not appear to pay its workers a living wage, for instance, nor does it share evidence of the progress towards its science-based target to reduce greenhouse gas emissions. And it doesn’t even appear to have a target to manage water usage in its supply chain. What’s more, the brand is using few lower-impact materials; that’s really important for a brand making underwear, since the category often uses virgin synthetics including polyester and nylon, and requires lots of elastane to add stretch qualities to garments. One more key issue with Victoria’s Secret? It functions as a fast fashion brand, producing huge volumes of clothes with regular product drops and frequent discounting. We know this business model is unsustainable and is only driving the increase in textile waste and overconsumption.
Victoria’s Secret does, at least, partly trace its supply chain including the final and some of the second production stages, and it has initiatives to empower vulnerable women and girls in its supply chain. But having some initiatives doesn’t go far enough, because without a living wage, the garment workers in the supply chain (the majority of whom are women) cannot live a dignified life. The brand has to be more transparent and do more in its sustainability efforts across planet, people, and animals.
So if you like lingerie, what more ethical and sustainable alternatives to the underwear giant are there? Let’s take a look.
25 lingerie brands you’ll love more than Victoria’s Secret
Underprotection
Underprotection is a Danish brand creating underwear, loungewear, and swimwear from lower-impact materials like organic cotton. All of its packaging is either recycled or biodegradable, and it only works with certified factories as it believes “fair working conditions and fair wages are human rights”.
You can find the full range in XS-XL.
la fille d’O
la fille d’O (which translates to “the daughter of O”) is the voice of a generation. In 2003, designer Murielle Scherre created this lingerie brand with the vision of being a role model. The brand produces long-lasting products, adhering to the principles of slow fashion. It manufactures locally and also uses low-impact non-toxic dyes. The brand is gender and size-inclusive, with a size range of XS-10XL for every body.
Dora Larsen
UK-based Dora Larsen creates unique, colourful lingerie and sleepwear. The brand has a limited production run to minimise textile waste, and it incorporates a high proportion of eco-friendly materials.
Subset (Knickey)
Made in a Fairtrade certified factory, US brand Subset’s organic cotton underwear sets are some of the best in the responsible fashion market. Taking it a step further, the brand has also partnered with an NYC non-profit to recycle old undergarments, turning the fibres into insulation and rug pads. Sending in your old undies will not only help cut down on the amount of fibres that wind up in the landfill, but it’ll give you the freedom to buy new, responsibly made sets.
Find most items in sizes 2XS-4XL.
ColieCo
ColieCo is a Portuguese lingerie, underwear and swimwear brand that uses a handmade to order process for creating the most premium pieces. We love the super soft, organically-grown bamboo silk Ataya Tap Pants. Find it in sizes XS to 2XL.
CASAGiN
Italian brand CASAGiN designs apparel for those looking to foster a more sustainable and conscious lifestyle in their closet and beyond.
Find most items in sizes XS-2XL.
Ayten Gasson
Brighton-based lingerie shop and luxury handmade label with a firm commitment to producing in the UK and an eye to ethical and sustainable sources. The brand’s designer, Ayten Roberts, is dedicated to supporting as many UK companies as possible, from lace mills to printers, notably by using upcycled vintage Nottingham lace.
Proclaim
Los Angeles-based Proclaim makes beautiful bras, underwear, and basics from more responsible materials like recycled plastic bottles and TENCEL. Its designs come in three shades of “nude”, building inclusivity into the brand. It also ensures the people in its California factory earn a living wage, and visits suppliers regularly.
Find the range in sizes S-3XL.
Shop Proclaim with 15% off (automatically applied at checkout).
HERTH
HERTH makes organic silk womenswear and lingerie in Italy, with timeless silhouettes, refined design and a traceable supply chain.
Find the range in XS to 2XL.
Printfresh
US-based Printfresh was founded in 2016 by textile designer and fashion entrepreneur Amy Voloshin and her husband (and business partner) Leo Voloshin. A majority woman-owned business, Printfresh is a collection of sleepwear, apparel, and lifestyle items inspired by plants, animals, and home décor.
Find Printfresh pieces in sizes 2XS-6XL.
Natasha Tonic
Natasha Tonic’s hemp swimwear fabric is based around a natural hemp fibre that is antimicrobial, UV resistant, durable, and a healthier choice for your skin and our oceans. Even better, each piece is printed by hand, so no two are alike.
Find its swimwear in sizes XS-XL.
Mighty Good Basics
Mighty Good Basics aims to provide quality, affordable, organic and Fairtrade underwear and basics, for both men and women. The brand uses GOTs certified cotton and also uses renewable energy throughout its supply chain.
Find most items in sizes 2XS-2XL.
Editor's note
Feature image via Anekdot, all other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet, and animals. Use our directory to search thousands of rated brands.
We updated this article on 7 October 2026. Our editors frequently make updates to articles to ensure they’re up to date. We refreshed the details of Victoria’s Secret’s rating, and updated the selection of brands to include those with recent ratings.
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