Lucknow: Once tucked away behind modest counters and whispered brand names, lingerie in India has stepped confidently into the spotlight. No longer just an undergarment, it’s now a statement of self-expression, body positivity, and fashion-forward design. From boudoir-chic bralettes to sustainable intimatewear, India’s innerwear revolution is stitched with bold threads—and it’s turning heads globally.
From Basics to Bold: A Shift in Perspective
Gone are the days when lingerie in India was limited to nude tones and functional fits. Today, brands are embracing lace, mesh, satin, embroidery, and vivid palettes, catering to women who want their innerwear to reflect their outer confidence.
“We’re seeing Indian women buy lingerie not just for functionality, but as an extension of their style and personality,” says Ritika Singh, co-founder of Mira & Co., a premium Indian lingerie label.
Design Meets Identity
The modern Indian woman is not looking to simply fit into a template—she wants lingerie that fits her body and her identity. Be it size-inclusive ranges, ethnic-print bralettes, or fusion silhouettes with lehenga-ready shaping solutions, lingerie today is as diverse as its wearer.
New-age brands are celebrating curves, comfort, and sensuality, with designs that are equal parts playful and practical.
Luxury Labels & Indie Innovators
At the forefront are luxury labels like Zivame, Clovia, Amante, and Enamor, but the true disruption is coming from independent designers and direct-to-consumer startups. Homegrown names like Nykd by Nykaa, Candyskin, and Tailor & Circus are blending global trends with Indian sensibilities, offering everything from silk camisoles to maternity-friendly bras.
Comfort is Couture Now
One of the biggest shifts? Comfort is now chic. Think wire-free bralettes, buttery-soft modal fabrics, and seamless sculptwear that feels like second skin. The focus on fit and feel—not just frills—is redefining the fashion value of lingerie.
“Our bestsellers are cotton-lace hybrids. Women love a romantic touch, but won’t compromise on all-day comfort,” says Pavitra Khanna, Head of Design at InnerMuse India.
The Rise of Lingerie as Outerwear
From lace bralettes under blazers to corsets styled with sarees, lingerie is moving from the inside out. Social media influencers, stylists, and even Bollywood celebrities are flaunting lingerie-inspired fashion—with layered looks, sheer panels, and peekaboo straps stealing the spotlight.
The trend marks a cultural shift, where lingerie is no longer hidden, but celebrated as part of one’s aesthetic.
Sustainability Underneath
Eco-conscious fashion has seeped into lingerie too. Brands are turning to bamboo fabric, organic cotton, plant-based dyes, and recyclable packaging. With consumers demanding transparency, labels are proudly marketing their ethical sourcing and slow fashion practices.
Startups like Butt-Chique and NeceSera are leading this wave with luxury meets longevity collections.
Lingerie for All Genders
Inclusivity is key in the 2025 lingerie narrative. Gender-neutral lingerie lines are emerging with stretch-fit designs, muted tones, and minimalist aesthetics, making room for expression beyond the binary.
“Fashion begins with what’s closest to your skin. And it should reflect your truth,” says Aditya Rao, founder of FluidForm, India’s first gender-inclusive innerwear brand.
Online Shopping and Virtual Fitting Rooms
With the boom in digital-first fashion, lingerie shopping has gone high-tech. Virtual try-ons, AI-based size guides, and subscription models have made buying intimatewear a personalized and private experience, revolutionizing consumer trust and confidence.
More Than Just Underwear
India’s lingerie scene in 2025 is feminine and fierce, rooted in comfort and soaring with creativity. As the lines blur between style, identity, and confidence, lingerie has become more than something worn underneath—it’s a fashion-forward expression of individuality.
From the bedroom to the boardroom, from bridal trousseaus to everyday wear, lingerie is finally having its moment in India—and it’s unapologetically fabulous.
