Top Victoria’s Secret Competitors and Alternatives in 2024

Victoria’s Secret, the renowned American clothing, lingerie, and beauty retailer, has dominated the lingerie industry since its founding in 1977. Over the years, it has become the largest lingerie retailer in the United States, offering a wide range of products including activewear, swimwear, fragrances, cosmetics, and accessories.

However, as the fashion industry evolves, there are several strong competitors and alternatives to Victoria’s Secret that have emerged in recent years. These brands not only offer similar products but also provide unique features and cater to diverse customer needs and preferences.

Among the top competitors and alternatives to Victoria’s Secret are:

  1. Calvin Klein
  2. Ariela & Associates International (AAI)
  3. FullBeauty Brands
  4. Wacoal
  5. Savage X Fenty
  6. ThirdLove
  7. Intimissimi
  8. SPANX
  9. Skims
  10. Fruit of the Loom

These brands, each with its unique offerings and strengths, have made significant strides in the lingerie industry, captivating customers with their high-quality products, innovative designs, and inclusive approaches.

In this article, we will explore each of these competitors and alternatives in detail, highlighting their key features, strengths, and why they are worth considering as alternatives to Victoria’s Secret. Whether you’re looking for men’s designer underwear, size-inclusive fashions, ethical and sustainable options, or innovative intimate apparel, these brands have got you covered.

Join us on this journey as we delve into the world of Victoria’s Secret competitors and discover the exciting options available in the ever-evolving lingerie landscape.

Calvin Klein Inc.

Calvin Klein is an American fashion house that has gained global recognition for its branded products. The company offers a diverse range of products, including underwear, loungewear, perfumes, cosmetics, eyewear, watches, and leather goods. However, it is particularly renowned for its men’s designer underwear.

Calvin Klein underwear is synonymous with style, comfort, and quality. With its innovative designs and attention to detail, the brand has become a top competitor for Victoria’s Secret in the lingerie market. From classic briefs to trendy boxer briefs, Calvin Klein offers a wide variety of options that cater to the preferences of modern men.

The brand’s men’s designer underwear embodies the perfect blend of fashion and functionality. Crafted from premium materials and featuring the iconic Calvin Klein logo waistband, these undergarments provide optimal comfort and support.

Calvin Klein’s commitment to excellence is evident in its continuous innovation and ability to meet the evolving demands of consumers. Whether it’s the classic Cotton Stretch collection or the sleek and sporty Body range, the brand offers a diverse selection that caters to different styles and body types.

With its rich heritage and timeless appeal, Calvin Klein continues to dominate the men’s designer underwear market. By combining fashion-forward designs with unmatched comfort, the brand has solidified its reputation as a leader in the industry.

Ariela & Associates International (AAI)

Ariela & Associates International (AAI) is a renowned intimates brand that has made a name for itself as the licensee of Fruit of the Loom. With a focus on exceptional quality and design, AAI offers a diverse range of lingerie, bras, and loungewear under the esteemed Ariela brand.

As a formidable competitor to Victoria’s Secret, AAI has recently made significant strides in expanding its market presence and capturing the attention of discerning customers. This includes the recent acquisition of DTC intimates provider Parade, which has further solidified AAI’s position as a leading contender in the lingerie industry.

With a commitment to delivering unparalleled comfort, style, and fit, Ariela & Associates International continues to redefine the intimates market. Whether you’re seeking everyday essentials or special occasion pieces, AAI’s dedication to excellence ensures that you’ll find the perfect lingerie to suit your needs.

Unmatched Quality and Craftsmanship

At the core of Ariela & Associates International’s success lies their unwavering commitment to exceptional quality and craftsmanship. Each piece of lingerie, bra, and loungewear is meticulously crafted with attention to detail, ensuring that you receive a product that not only looks breathtaking but also feels luxurious against your skin.

AAI understands the importance of fabric choice in creating comfortable and long-lasting intimates. This intimate brand sources premium materials that are soft, breathable, and durable, ensuring that your Ariela pieces will stand the test of time.

Ariela & Associates International: Redefining Comfort

Comfort is a priority at Ariela & Associates International. Their lingerie is thoughtfully designed to provide all-day comfort without sacrificing style. From supportive bras with innovative features to seamlessly constructed underwear, each garment is made to enhance your natural curves and provide the perfect fit.

AAI’s dedication to comfort extends beyond their product range. The brand is committed to fostering a sense of empowerment and self-confidence in every individual who wears their intimate apparel. With a wide range of sizes and inclusive offerings, Ariela & Associates International ensures that every customer feels seen, valued, and comfortable in their own skin.

Embrace Your Unique Style with Ariela & Associates International

With Ariela & Associates International, you can express your personal style and embrace your individuality. The brand offers a diverse range of designs, from classic and timeless to bold and trendsetting, ensuring that there’s something for everyone.

Whether you’re seeking everyday essentials for work or special pieces for romantic occasions, Ariela & Associates International has you covered. Discover the perfect balance of style, sophistication, and comfort with their versatile range of lingerie, bras, and loungewear.

FullBeauty Brands, Inc.

FullBeauty Brands is a leader in size-inclusive fashions for plus-size women and men. The company offers a wide range of brands and products catering to plus-size customers. With a commitment to inclusivity and diversity, FullBeauty Brands provides stylish and trendy options for individuals of all shapes and sizes.

One of the key strengths of FullBeauty Brands is its emphasis on plus-size fashion. The company understands that everyone deserves to feel confident and comfortable in their clothing, regardless of their size. By offering a diverse range of clothing options, FullBeauty Brands ensures that plus-size individuals have access to fashionable and flattering styles that suit their personal taste and lifestyle.

The Acquisition of ELOQUII and CUUP

In recent years, FullBeauty Brands has made significant strides in the plus-size fashion industry through strategic acquisitions. One notable acquisition was that of ELOQUII, a leading plus-size fashion specialist. This partnership further solidified FullBeauty Brands’ position as a competitor to Victoria’s Secret.

Additionally, FullBeauty Brands expanded its portfolio by acquiring the lingerie brand CUUP. This acquisition demonstrates the company’s commitment to offering a comprehensive range of size-inclusive fashions, including intimate apparel that caters to the unique needs and preferences of plus-size individuals.

By integrating these acquisitions into its brand portfolio, FullBeauty Brands strengthens its position as a go-to destination for plus-size fashion, providing customers with a diverse and inclusive shopping experience.

As FullBeauty Brands continues to evolve, it continues to champion size-inclusive fashions and empower individuals to embrace their bodies and express their personal style. With a focus on quality, fashion-forward designs, and a commitment to inclusivity, FullBeauty Brands remains at the forefront of the plus-size fashion industry.


As a leading designer of intimate apparel, Wacoal offers a diverse range of innovative offerings in the lingerie industry. Known for its commitment to quality and exceptional craftsmanship, Wacoal owns several different brands that cater to a variety of needs and preferences.

One of Wacoal’s key product lines is shapewear. Designed to enhance and flatter the natural silhouette, Wacoal’s shapewear provides a seamless and comfortable fit. Whether you’re looking for targeted shaping for your tummy, waist, or hips, Wacoal’s shapewear delivers on its promise of a smooth and sculpted silhouette.

In addition to shapewear, Wacoal specializes in bras engineered for specific breast and body shapes. Recognizing that every woman is unique, Wacoal creates bras that provide the perfect combination of support, comfort, and style. With innovative designs and meticulous attention to detail, Wacoal ensures that each bra offers unparalleled fit and support.

Wacoal’s commitment to innovation extends beyond its product offerings. The brand constantly explores new technologies and materials to push the boundaries of intimate apparel. By staying at the forefront of industry trends, Wacoal continues to captivate and delight customers with its forward-thinking designs.

Savage X Fenty

Savage X Fenty is an intimatewear brand founded by singer Rihanna. The company offers a range of lingerie, bras, underwear, sleepwear, and loungewear. Rihanna’s vision for Savage X Fenty was to create a brand that celebrates inclusivity and embraces diverse body types, catering to individuals of all shapes, sizes, and backgrounds.

Savage X Fenty has gained immense popularity for its commitment to inclusive sizing. Unlike many traditional lingerie brands that cater to a limited range of sizes, Savage X Fenty offers a wide variety of sizes to ensure that everyone can find their perfect fit. The brand understands that every body is unique and believes that everyone deserves to feel confident and beautiful in their lingerie.

In addition to its inclusive sizing, Savage X Fenty also stands out for its innovative use of technology. The brand has introduced FIT:MATCH avatars, a cutting-edge technology that helps customers find their ideal size and fit. Customers can create personalized avatars that accurately represent their body shape and size, making it easier than ever to shop for lingerie online. This innovative technology enhances the shopping experience and provides customers with the confidence that they are selecting the right size.

Savage X Fenty has become a trailblazer in the intimatewear industry, challenging traditional norms and redefining the concept of beauty. Through its commitment to inclusivity, innovative technology, and Rihanna’s creative vision, Savage X Fenty has established itself as a leading brand in the lingerie market.


ThirdLove is revolutionizing the lingerie industry with its commitment to inclusive bra sizing and body positivity. The brand understands that every body is unique and strives to provide a wide range of options to cater to all shapes and sizes.

ThirdLove’s size-inclusive bras are available in bands ranging from 30 to 48 and cup sizes from AA to I, ensuring that every woman can find her perfect fit. The brand’s extensive size range is a direct response to the lack of inclusivity in traditional bra sizing methods.

To help customers find their ideal fit, ThirdLove offers an innovative online FitFinder quiz. This quiz takes into account not only the traditional band and cup size measurements but also factors such as breast shape, breast volume, and fit issues experienced in the past. By gathering this information, ThirdLove’s FitFinder algorithm can recommend the most suitable bra size and style for each individual.

The online FitFinder quiz has become a game-changer for many women who have struggled to find comfortable and well-fitting bras. By taking the quiz in the comfort of their own homes, customers can discover their true size and confidently purchase bras online, eliminating the frustration of ill-fitting undergarments.

But ThirdLove is not just about size inclusivity. The brand also prioritizes quality and comfort. Each bra is meticulously designed with features such as memory foam cups, tagless labels, and smoothing fabrics to ensure a comfortable and supportive fit all day long.

ThirdLove’s commitment to body positivity extends beyond its product offerings. The brand features diverse models of different shapes, sizes, and backgrounds in its marketing campaigns, promoting a more realistic and inclusive representation of beauty.

For women seeking not just a bra, but an empowering and inclusive lingerie experience, ThirdLove offers a refreshing alternative to traditional lingerie brands. Whether it’s finding the perfect fit with the online FitFinder quiz or embracing body positivity through its marketing efforts, ThirdLove is setting a new standard for the industry.


Intimissimi is a luxury Italian clothing brand that specializes in exquisite lingerie, bras, briefs, vests, and pajamas. With impeccable craftsmanship and attention to detail, Intimissimi offers a wide range of elegantly designed pieces that embody sophistication and femininity.

Recently, Intimissimi made waves in the fashion industry by signing global superstar Jennifer Lopez as its new brand ambassador. Known for her impeccable style and confidence, Lopez perfectly embodies the essence of Intimissimi, further enhancing the brand’s reputation as a symbol of luxury and glamour.

Building on its global success, Intimissimi has set its sights on expanding its presence in the United States through a strategic brick-and-mortar expansion. By establishing physical stores across the country, Intimissimi aims to bring its exquisite Italian craftsmanship and luxurious designs closer to its American customers. This expansion will provide customers with an immersive shopping experience that allows them to feel the exceptional quality and beauty of Intimissimi’s products firsthand.

Intimissimi’s commitment to providing an unparalleled luxury experience, combined with its brick-and-mortar expansion strategy, positions the brand as a major competitor in the lingerie industry. As Intimissimi continues to captivate customers with its opulent designs and attention to detail, it is poised to become a go-to destination for those seeking luxurious and meticulously crafted lingerie.


As we conclude our exploration of Victoria’s Secret alternatives, it is evident that there is a growing demand for ethical and sustainable lingerie brands. Consumers are seeking options that align with their values and prioritize social responsibility. Fortunately, the industry has seen the rise of numerous brands committed to making a positive impact.

Brands like Underprotection, luva huva, Subset, Naja, Stella McCartney, and many others are leading the way in offering ethically produced and sustainable lingerie. These brands prioritize fair treatment of workers, environmentally friendly practices, and the use of responsibly sourced materials.

By choosing these Victoria’s Secret alternatives, consumers can not only feel good about their fashion choices, but also contribute to the well-being of workers and the planet. Supporting these brands signals a shift towards a more conscious and sustainable future for fashion, where beauty and ethics go hand in hand.


What are some top competitors and alternatives to Victoria’s Secret?

Some top competitors and alternatives to Victoria’s Secret include Calvin Klein, Ariela & Associates International (AAI), FullBeauty Brands, Wacoal, Savage X Fenty, ThirdLove, Intimissimi, SPANX, Skims, and Fruit of the Loom.

What does Calvin Klein offer?

Calvin Klein offers a range of products including underwear, loungewear, perfumes, cosmetics, eyewear, watches, and leather goods. It is particularly known for its men’s designer underwear.

What is Ariela & Associates International (AAI) known for?

Ariela & Associates International (AAI) is an intimates brand known for being the licensee of Fruit of the Loom. The company offers a range of lingerie, bras, and loungewear under the Ariela brand.

What does FullBeauty Brands offer?

FullBeauty Brands is a leader in size-inclusive fashions for plus-size women and men. The company offers a wide range of brands and products catering to plus-size customers.

What does Wacoal offer?

Wacoal is a leading designer intimate apparel brand that owns several different brands. The company offers a range of products including shapewear and bras engineered for specific breast and body shapes.

What is Savage X Fenty known for?

Savage X Fenty is an intimatewear brand founded by singer Rihanna. The company offers a range of lingerie, bras, underwear, sleepwear, and loungewear. It is known for its inclusive sizing and innovative technology.

What is ThirdLove known for?

ThirdLove is an American lingerie company known for its inclusive bra sizing and commitment to body positivity. The brand offers a range of underwear, activewear, and size-inclusive bras.

What does Intimissimi offer?

Intimissimi is a luxury Italian clothing brand specializing in lingerie, bras, briefs, vests, and pajamas. The brand recently signed Jennifer Lopez as its new global brand ambassador and is implementing a brick-and-mortar expansion strategy.

What are some ethical and sustainable lingerie brands as alternatives to Victoria’s Secret?

Some ethical and sustainable lingerie brands as alternatives to Victoria’s Secret include Underprotection, la fille d’O, Luva Huva, Subset (Knickey), Naja, Stella McCartney, nat’v basics, Araks, Swedish Stockings, Hopeless Lingerie, ColieCo, The Very Good Bra, Eco Intimates, The Ethical Silk Company, Anekdot, and others.
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