&Upper Mid
& Other Stories
A women-focused fashion and accessories brand with contemporary, design-led and expressive styling.
Style hub
Feminine brands
Brands grouped by the reviewed style signal “Feminine”, with enough coverage to make the collection genuinely useful.
AMid
Adore Me
A women-focused intimates and lifestyle brand built around bras, lingerie, sleep and lounge, swim and related essentials, with current first-party positioning emphasizing fit, style, personality and broad size access.
AMid
Aerie
A women-focused lifestyle brand spanning bras, underwear, loungewear, swim, everyday clothing and OFFLINE activewear, with a long-running #AerieREAL identity centered on unretouched representation, body confidence and comfort.
ALuxury
Agent Provocateur
A British luxury lingerie brand founded in 1994 whose current first-party identity centers on daring, colorful and irreverent design across bras, lingerie, nightwear and statement intimate pieces sold online and through boutiques.
AMid Upper
Ann Taylor
A women-focused apparel brand with a current catalog built around work, weekend and social dressing, including tailored suits, pants, dresses and polished professional wardrobe pieces.
AUpper Mid
Anthropologie
A global lifestyle brand spanning apparel, accessories, home, beauty and more, with creativity, artistry and immersive retail central to its identity.
BPremium
ba&sh
A women’s fashion brand founded by Barbara Boccara and Sharon Krief, describing its style as distinctly Parisian and combining freedom of expression with easy, joyful elegance across dresses, denim and accessories.
BMid Upper
Bluebella
A British lingerie brand founded around accessible luxury and contemporary self-expression, with current first-party positioning focused on sensual bras, lingerie sets, nightwear and fashion-led detailing for everyday as well as occasion wear.
CPremium
Chantelle
A Paris-based lingerie brand with roots dating to 1876, currently positioning its bras and intimates around design, innovation, comfort, support and fit across a broad range of silhouettes and sizes.
CPremium
Cosabella
A women-led lingerie brand founded in 1983 whose current first-party identity emphasizes Italian craftsmanship, lace, comfort, fit and fashion-forward color across bras, bralettes, underwear and sleepwear.
DUpper Mid
DISSH
A female-founded Australian fashion brand centered on refined silhouettes, laidback polish, natural-feeling fabrications and considered collections designed to remain useful beyond a single season.
DPremium
DÔEN
A women-run fashion brand offering collections inspired by nostalgia for coastal California, with vintage-influenced dresses, knitwear, denim and romantic wardrobe pieces across a women-focused assortment.
FPremium
FAITHFULL
A Bali-based fashion brand founded by Australian and Norwegian partners, combining considered design, vintage references and an everyday-to-vacation wardrobe shaped by Scandinavian simplicity and laid-back island influence.
FPremium
FARM Rio
A Rio de Janeiro fashion and lifestyle brand known for vivid color, nature-infused prints and expressive pieces shaped by Brazilian cultural references and a joyful approach to personal style.
FPremium
For Love & Lemons
A women-led fashion label focused on highly feminine dresses, lingerie and bridal pieces, describing its design language as ethereal, imaginative and romantic with flattering cuts and detailed craftsmanship.
FUpper Mid
Free People
A women-focused specialty lifestyle brand spanning apparel, shoes, accessories, activewear and beauty with a distinctive bohemian and creative-spirit identity.
GMid Upper
Garnet Hill
A women’s apparel and lifestyle retailer whose current first-party offer includes organic-cotton clothing, linen pieces, dresses, knitwear and relaxed wardrobe staples alongside its broader home assortment, with natural fibers and quality positioned prominently.
HLuxury
Honey Birdette
An Australian-founded luxury lingerie brand whose current first-party offer centers on bold bras, lingerie sets, panties, bodysuits and related intimate pieces, with theatrical styling and statement presentation central to the brand direction.
HPremium
House of CB
A London-designed womenswear label centered on event dressing, corset-informed silhouettes, glamorous dresses, ready-to-wear and bridal pieces intended for high-impact occasions.
IMid Upper
Intimissimi
An Italian intimates brand with a current first-party assortment spanning bras, lingerie, underwear, nightwear and knitwear, with silk, lace and refined feminine styling prominent across its women’s offer.
JMid Upper
J.Jill
A women-focused American omnichannel brand built around simple versatile dressing, quality fabrics and easy fit, with current collections spanning knitwear, denim, dresses, travel/lounging pieces and work-ready clothing across Regular, Petite, Tall and Plus sizing.
LMid
LOFT
A women-focused apparel brand spanning work-ready dresses, pants, knitwear, denim and casual pieces, with a current assortment built around polished but comfortable outfits that can move between office and everyday use.
LMid
Lulus
A California-rooted women’s fashion brand whose current first-party identity centers on chic modern dressing for graduations, brunches, weddings and other life moments, with deep dress and occasion coverage.
MPremium
Maje
A Paris-founded womenswear brand created by Judith Milgrom, built around confident femininity and a polished contemporary wardrobe that currently spans dresses, tailoring, leather, knitwear and accessories.
MMid Upper
MESHKI
An Australian-founded online womenswear brand combining current trends with a more polished, elevated design language across dresses, tailoring, occasionwear and statement wardrobe pieces.
NPremium
Natori
A designer lifestyle and intimates brand whose current first-party assortment emphasizes premium bras, lingerie, underwear and sleepwear, combining support and comfort with a polished luxury presentation.
NMid Upper
NIC+ZOE
A women’s apparel brand founded from knitwear expertise and a mission to create effortless, artful design without sacrificing ease, with current collections spanning sweaters, jackets, pants, denim and polished wardrobe pieces.
NMid
Nobody's Child
A UK women’s fashion brand centered on effortless feminine style, dresses, denim and occasionwear, with B Corp certification and a stated focus on clothes designed for real life across seasons and occasions.
OMid Upper
Oh Polly
A UK pureplay womenswear brand built around trend-led in-house design, high-impact dresses, co-ords and occasion pieces intended to stand out in social and event settings.
OLuxury
Olivia von Halle
A London luxury sleep and loungewear brand whose current first-party identity centers on elevated nightwear and lifestyle pieces made from fine natural materials, with silk pajamas, robes and expressive prints prominent in the assortment.
PMid
Pepper
A women-founded intimates brand launched to serve small-chested women, with current first-party identity centered on small-cup bra fit, no-gap shaping and everyday foundation pieces.
PMid
Princess Polly
A trend-led women’s fashion brand with Australian roots, built around bringing current looks to everyday trendsetters through a strongly online and social-first retail model.
RPremium
Réalisation Par
A women-founded fashion label that describes itself as creating individual pieces rather than conventional collections, with an emphasis on distinctive dresses, tops, skirts and personal styling rather than a complete seasonal wardrobe system.
RUpper Mid
Reformation
A women-focused fashion brand known for dresses, denim and contemporary wardrobe pieces alongside a highly visible sustainability program.
RPremium
RIXO
A London fashion brand founded from a shared love of vintage, reworking styles of the past for contemporary women with a strong identity around dresses, hand-painted prints and occasion-led dressing.
RPremium
Rouje
A Parisian womenswear brand shaped around feminine cuts, delicate dresses, menswear-inspired jackets, floral prints, vintage references and a deliberately effortless wardrobe.
SUpper Mid
Sézane
A French fashion brand born online, centered on quality, fair pricing, limited overproduction and a polished wardrobe spanning knitwear, tailoring, dresses and accessories.
SMid
Showpo
An Australian online fashion brand whose current first-party identity spans feminine everyday clothing, statement dresses, contemporary occasionwear and accessible bridal, with new arrivals and fit central to the offer.
SMid Upper
Skarlett Blue
A women-designed lingerie brand founded in 2014 and built around the idea that bras can be both beautiful and functional, with current sizing spanning 28–40 and A–H across lace, t-shirt, strapless, wireless and support-led shapes.
SMid Upper
Soft Surroundings
A women-focused apparel and lifestyle brand whose current first-party identity emphasizes softness, comfort, quality and artful design, with clothing spanning tops, dresses, pants, sweaters, denim and loungewear across Misses, Petites and Women’s sizing.
SMid Upper
Soma
A women-focused intimates retailer built around bras, underwear, sleep and lounge, with current first-party tools and collections emphasizing fit, softness, smoothing, support and all-day comfort.
SPremium
STAUD
A Los Angeles fashion label spanning dresses, ready-to-wear, handbags, shoes and accessories, with a contemporary identity built around distinctive silhouettes, color, occasion dressing and recognizable statement pieces.
SPremium
Sweaty Betty
A women-focused activewear and lifestyle brand founded in London, creating performance products for running, yoga, training and everyday movement.
TMid Upper
The Little Bra Company
A specialist bra brand founded to solve fit problems for smaller frames and busts, with current first-party positioning centered on proportionately scaled bras, gap reduction, lift and hard-to-find AA–D sizing.
TMid Upper
ThirdLove
A women-focused intimates brand built around bra fit, comfort and support, with current first-party positioning centered on precise sizing, half-cup options, wear testing and a broad everyday bra assortment.
VMid Upper
Victoria’s Secret
A global women’s intimates brand spanning signature bras, panties, lingerie, casual sleepwear, swim, lounge and sport, with first-party positioning combining everyday comfort with fashion-led, glamorous presentation.
WPremium
Wacoal
A long-established intimates brand whose current first-party positioning emphasizes bra fit, support, quality and comfort, with fit experts and size coverage extending from A through K cups.
WMid Upper
White House Black Market
A women-focused specialty retailer whose current assortment emphasizes sophisticated workwear, tailored trousers, blazers, polished dresses and versatile pieces designed to move from office settings into after-work occasions.