Australia is home to a thriving lingerie industry that combines everyday comfort, ethical production, and innovative design. As consumers become more mindful of what they wear—and how it’s made—these homegrown brands are setting new standards for quality and conscience. Whether you’re after reliable basics or bold, fashion-forward pieces, here are five lingerie labels that are leading the way in 2025.
Bonds
Bonds has long been a household name in Australia, trusted for its reliable, comfortable, and affordable underwear and loungewear. Founded in 1915, the brand has grown from a basics provider into a modern staple for people of all ages and sizes. Known for its soft cotton fabrics and laid-back aesthetic, Bonds delivers versatile styles perfect for daily wear.
In recent years, Bonds has embraced sustainability through initiatives like using organic cotton, implementing recycling programs, and expanding its gender-neutral and body-inclusive collections. Its continued relevance comes from its ability to balance tradition with evolving social values.
Berlei
Berlei has earned its reputation as a go-to brand for supportive lingerie, especially bras engineered for high-performance and active lifestyles. It is widely respected in Australia and internationally, with endorsements from top athletes including Serena Williams. The brand focuses on technical design and fit, ensuring maximum support without sacrificing comfort.
With a strong emphasis on durability and innovation, Berlei offers styles tailored to both everyday use and sport-specific needs. Its products often feature moisture-wicking technology, advanced stretch fabrics, and inclusive sizing—making it a preferred option for those who value both function and form.
Maikī
Maikī stands out in the market with its minimalist design philosophy and dedication to ethical manufacturing. Based in Melbourne, the brand produces lingerie that is soft, sleek, and sustainably made. Its collections are often small-batch, emphasizing quality over quantity and appealing to consumers who value conscious consumption.
Every piece from Maikī reflects a focus on craftsmanship and environmental responsibility, using natural fabrics and ethical production processes. Its muted color palettes and simple silhouettes are ideal for those seeking a timeless and refined look with a clear conscience.
LÉ BUNS
LÉ BUNS has carved a niche in the lingerie market by offering organic cotton underwear that is both comfortable and environmentally responsible. The brand is dedicated to sustainability from start to finish—using GOTS-certified organic cotton, minimizing waste, and avoiding synthetic dyes.
Designed for everyday wear, LÉ BUNS pieces offer comfort without compromising on aesthetic. With inclusive sizing and versatile styles, the brand supports body positivity and mindful living. It’s a popular choice for those who want underwear that feels good on the skin and aligns with their values.
Bluebella
While Bluebella is originally a UK brand, it has gained strong traction in the Australian market for its striking designs that merge sensuality and sophistication. Known for statement-making lingerie, Bluebella caters to customers who want lingerie that’s as bold and fashion-forward as it is wearable.
The brand frequently uses recycled fabrics and supports female empowerment initiatives, adding ethical appeal to its high-impact style. With intricate lacework, sheer panels, and daring silhouettes, Bluebella offers something distinct in a market often dominated by basics.
