When consumers think of global lingerie empires, Victoria’s Secret is almost invariably the first name that comes to mind. For decades, the massive retailer has dominated the undergarment market with its signature lacy bras, logo-detailed straps, comfortable pajamas, and its high-profile annual fashion show featuring some of the modeling industry’s most recognizable faces, historically known as the "Angels." While the annual catwalk spectacle was designed to draw millions of eyes and massive media coverage, it has increasingly made headlines for the wrong reasons in recent years. Critics and industry observers have repeatedly challenged the brand over a persistent lack of body diversity, alongside major corporate controversies involving former leadership. Beyond the glitz and glamour of the runway, however, ethical fashion advocates argue that deeper, systemic issues lie beneath the surface, prompting a growing movement toward more conscious alternatives.
According to the latest sustainability and ethical ratings conducted by industry experts, Victoria’s Secret currently scores a disappointing "Not Good Enough." This assessment is based on a rigorous evaluation of publicly available evidence regarding the brand’s corporate practices, specifically its environmental impact, treatment of labor, and animal welfare standards. Among the most pressing concerns raised by analysts is the brand’s labor model; Victoria’s Secret does not appear to pay living wages to the garment workers who assemble its products. Furthermore, the company has failed to provide transparent, verifiable evidence of meaningful progress toward its stated science-based targets for reducing greenhouse gas emissions. Supply chain transparency also falls short in critical areas, with the brand showing little to no evidence of structured targets to manage water usage throughout its manufacturing and production pipeline.
Material sourcing represents another critical hurdle for the global giant, particularly given the nature of the lingerie sector. Intimate apparel and undergarments heavily rely on virgin synthetic materials such as polyester and nylon, alongside large quantities of elastane to provide stretch and comfort. Victoria’s Secret currently incorporates very few lower-impact or recycled alternatives into its collections. Compounding these environmental concerns is the brand’s fundamental business model, which operates firmly within the fast fashion paradigm. By churning out massive volumes of garments, introducing rapid product drops, and relying on frequent discounting cycles, the brand perpetuates an unsustainable cycle of overconsumption and escalating textile waste.
To its credit, Victoria’s Secret does maintain some positive initiatives. The company partially traces its supply chain, mapping out final assembly and select secondary production stages, and it has introduced programs aimed at empowering vulnerable women and girls within its manufacturing regions. Yet, sustainability experts emphasize that these isolated philanthropic or supply chain mapping efforts do not go far enough. Without a guaranteed living wage, the predominantly female workforce powering the brand’s supply chain cannot achieve a stable or dignified standard of living. For a multi-billion-dollar corporation, true accountability requires radical transparency and comprehensive, measurable improvements across all pillars of sustainability: planet, people, and animals.
For consumers who appreciate beautiful, high-quality lingerie but wish to align their purchasing habits with their ethical values, a burgeoning market of independent, responsible alternatives has emerged. Rather than supporting fast fashion giants that prioritize volume over values, conscious shoppers are increasingly turning to transparent, eco-friendly labels that place people and the planet first.
Among the standout brands leading this ethical shift is Underprotection, a Danish label that crafts underwear, loungewear, and swimwear using lower-impact materials like certified organic cotton. Dedicated to the principle that fair working conditions and living wages are fundamental human rights, the brand partners exclusively with audited factories and utilizes entirely recycled or biodegradable packaging, offering its collections in sizes ranging from XS to XL. Similarly, the Belgian brand la fille d’O—whose name translates to "the daughter of O"—has operated as a pioneer of slow fashion since its founding in 2003 by designer Murielle Scherre. Designed to challenge industry norms, the brand manufactures its long-lasting pieces locally, utilizes non-toxic, low-impact dyes, and champions radical inclusivity with an expansive size range from XS to 10XL.
In the United Kingdom, Dora Larsen offers a vibrant collection of colorful, unique lingerie and sleepwear designed with limited production runs specifically intended to minimize textile waste while incorporating a high proportion of eco-friendly fibers. Meanwhile, the United States-based brand Subset, formerly known as Knickey, produces organic cotton undergarments in Fairtrade-certified facilities. Taking its environmental commitment a step further, Subset has established a textile recycling partnership with a New York City non-profit, allowing customers to mail in old undergarments to be repurposed into insulation and rug pads, thereby closing the loop on intimates waste. Most of Subset’s versatile pieces are available in an inclusive size range spanning from 2XS to 4XL.
European craftsmanship and made-to-order models are also redefining luxury intimates. ColieCo, based in Portugal, relies on a handmade-to-order production process to minimize overproduction, crafting premium pieces from sustainable textiles such as super-soft, organically-grown bamboo silk. Italian brand CASAGiN approaches apparel through the lens of conscious minimalism, offering sustainable basics and underwear designed to foster a low-impact lifestyle. In the UK, Brighton-based label Ayten Gasson maintains a strict commitment to domestic manufacturing, working closely with local lace mills and printers, and notably incorporating upcycled vintage Nottingham lace into its luxury handmade collections.
In Los Angeles, Proclaim focuses on foundational basics, bras, and underwear crafted from responsible materials like TENCEL and recycled plastic bottles. The brand builds inclusivity directly into its core identity by offering designs across three distinct shades of "nude," while ensuring that workers in its California factory earn a living wage and maintaining regular oversight of its supply chain. Another notable European voice is HERTH, an Italian label specializing in organic silk womenswear and lingerie defined by timeless silhouettes, refined aesthetics, and a fully traceable supply chain that accommodates sizes from XS to 2XL.
For consumers seeking sleepwear and loungewear, Printfresh, founded in 2016 by textile designer Amy Voloshin and business partner Leo Voloshin, offers botanical and animal-inspired prints crafted through a majority woman-owned enterprise. The brand offers an exceptionally wide size range spanning from 2XS to 6XL. For those looking toward eco-friendly swimwear, Natasha Tonic utilizes innovative hemp-based fabrics that are naturally antimicrobial, UV-resistant, and gentle on both the skin and the oceans, with each piece uniquely hand-printed in limited runs. Finally, Mighty Good Basics delivers high-quality, affordable underwear for both men and women using GOTS-certified organic cotton and renewable energy across every stage of its Fairtrade-certified supply chain.
As consumer awareness continues to evolve, the demand for accountability in the fashion industry shows no signs of slowing down. Comprehensive evaluations from organizations like Good On You serve as vital tools for navigating the complex landscape of corporate sustainability, empowering shoppers to look past marketing claims and invest in brands that genuinely respect people, animals, and the planet.
