The Best Lingerie Brands on Instagram

So good you'll want to wear your underwear on the outside​

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For too long now, the act of buying nice lingerie has been too closely associated with women buying into a way to make themselves more attractive to their partners; campaigns have been super-sexy and lingerie styles have been waaay too impractical (no, I don't want a neon-pink ruffle protruding through my top, thanks!)

Luckily for us, there's been a significant shift in the lingerie market, good old comfortable, 70s-style triangle bras are back – and this doesn't mean your underwear can't be pretty. 

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From delicate lace and soft silk, to super sleek cotton and neoprene styles - the best thing about lingerie is it's all about you! 

From high street stores such as & Other Stories to niche handmade brands, campaigns are stepping away from their usual seductive narrative and instead celebrating femininity and positive body image. 

Here's ELLEs picks of the best new lingerie brands to seek out on Instagram (they're so good, you'll definitely be tapping into the underwear as outwear trend!)

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Lonely Lingerie

Base Range

@los_dan @oo_tt_oo @nastasja______ @exielmiths

A photo posted by baserange (@baserange) on

Miss Crofton 

By Richard Kern @richardkernnyc

A photo posted by Miss Crofton (@misscrofton) on

Iris London

Kriss Soonik

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