When it comes to the global intimate apparel market, few names carry the massive, inescapable footprint of Victoria’s Secret. Known worldwide for its lacy lingerie, signature logo-detailed straps, sleepwear, and its high-profile annual fashion shows featuring models famously dubbed "Angels," the American underwear giant has long dominated cultural conversations about fashion and beauty. However, the company’s glittering catwalks and regular product drops have frequently courted controversy. Over recent years, the brand has faced fierce public criticism regarding a historic lack of body diversity on the runway and corporate controversies surrounding its former leadership.
Beyond the glitz of the fashion shows and the high-street storefronts, sustainability experts and ethical fashion advocates have turned a critical eye toward the brand’s operational practices. In recent rating evaluations conducted by ethical fashion watchdogs, Victoria’s Secret scored a disappointing "Not Good Enough." After assessing public disclosures concerning environmental impact, labor rights, and animal welfare, researchers found that the brand continues to fall short on critical sustainability metrics, leaving conscious consumers looking for more responsible alternatives.
The primary concerns center on the brand’s labor practices. Analysts point out that Victoria’s Secret does not appear to pay living wages to the garment workers across its supply chain—the vast majority of whom are women. While the company maintains some transparency by partially tracing its supply chain down to the final and second production stages, and supports initiatives aimed at empowering vulnerable women and girls, critics argue these measures do not go far enough. Without a guaranteed living wage, the individuals who manufacture the garments cannot hope to achieve a dignified standard of living.
Environmental shortcomings further compound the brand’s low rating. Victoria’s Secret has failed to share concrete evidence of progress toward its science-based targets aimed at reducing greenhouse gas emissions. Furthermore, the company appears to lack any structured target for managing water usage within its extensive supply chain.
The choice of materials also presents a major hurdle for a business operating in the intimate apparel sector. Underwear and lingerie production heavily relies on virgin synthetics, including polyester and nylon, while requiring large amounts of elastane to provide stretch and comfort. Victoria’s Secret utilizes very few lower-impact or recycled alternatives, keeping its environmental footprint high.
Compounding these issues is the company’s fundamental business model. Operating very much like a fast fashion titan, Victoria’s Secret manufactures and distributes huge volumes of garments through frequent product drops and aggressive, continuous discounting. Industry experts have long noted that this rapid turnover model is inherently unsustainable, directly fueling the global crisis of overconsumption and accelerating textile waste.
While the brand does feature some positive social programs, critics emphasize that true sustainability requires a holistic commitment across the board—addressing impacts on the planet, the people who make the clothes, and animal welfare. As awareness surrounding the realities of fast fashion continues to grow, many consumers are asking where they can find well-crafted, beautiful intimates that align with their personal values. Fortunately, a thriving market of ethical, transparent lingerie and loungewear brands has emerged to offer sustainable alternatives to the underwear giant.
Among the highest-rated alternatives is Underprotection, a Danish label crafting underwear, loungewear, and swimwear exclusively from lower-impact materials such as organic cotton. Underprotection operates on the philosophy that fair working conditions and fair wages are fundamental human rights, partnering strictly with certified factories and utilizing entirely recycled or biodegradable packaging. The brand offers its collections in sizes ranging from XS to XL.
For those seeking a bolder statement, la fille d’O—whose name translates to "the daughter of O"—has served as a distinct voice in independent lingerie since designer Murielle Scherre founded the brand in 2003. Operating firmly under the principles of slow fashion, the brand produces long-lasting, locally manufactured pieces using low-toxic, low-impact dyes. It has also positioned itself as an inclusive leader in the industry by offering a remarkable size range spanning from XS to 10XL.
Dora Larsen, a UK-based label, brings a vibrant splash of color to the ethical lingerie market with its unique, playfully hued sleepwear and undergarments. To combat the industry’s pervasive waste problem, the brand maintains strictly limited production runs while incorporating a high proportion of eco-friendly materials into its designs.
In the United States, Subset—formerly known as Knickey—has established itself as a frontrunner in responsible basics. Crafted in a Fairtrade-certified factory, the brand’s organic cotton underwear sets represent some of the most rigorously certified options available. Subset has also closed the loop on garment waste by partnering with a New York City non-profit to recycle old undergarments, shredding worn-out fibres into rug pads and home insulation. This take-back initiative helps divert textile waste from landfills while supplying shoppers with responsibly made replacements, generally available in sizes ranging from 2XS to 4XL.
ColieCo takes a bespoke approach from its base in Portugal, specializing in handmade-to-order lingerie, underwear, and swimwear. The brand utilizes premium, sustainable textiles, including super soft, organically grown bamboo silk, and offers pieces in sizes XS to 2XL. Similarly, Italian brand CASAGiN designs apparel aimed at individuals looking to cultivate a more conscious lifestyle, with most items available in sizes ranging from XS to 2XL.
In the United Kingdom, Brighton-based label Ayten Gasson combines luxury handmade craftsmanship with a strict commitment to domestic production. Designer Ayten Roberts focuses on supporting local businesses, from lace mills to printers, and notably incorporates upcycled vintage Nottingham lace into her collections to minimize environmental impact.
For shoppers prioritizing size inclusivity alongside earth-friendly materials, Los Angeles-based Proclaim creates bras, underwear, and basics from recycled plastic bottles and TENCEL. The brand champions inclusivity through its diverse shade range of "nude" tones and guarantees that workers in its California factory earn a living wage, supported by regular supplier visits. Proclaim’s collection is available in sizes S to 3XL.
Other notable names leading the charge toward a cleaner industry include HERTH, which produces organic silk womenswear and lingerie in Italy with a fully traceable supply chain; Printfresh, a woman-owned US brand crafting botanical and animal-inspired sleepwear in extended sizes from 2XS to 6XL; and Natasha Tonic, which pioneers antimicrobial, UV-resistant swimwear fashioned from natural hemp fibers. Additionally, Mighty Good Basics delivers GOTS-certified, Fairtrade organic cotton underwear produced using renewable energy throughout the supply chain.
As consumer scrutiny intensifies, the shift away from fast fashion giants like Victoria’s Secret highlights a broader cultural movement. By supporting independent, transparent brands that prioritize ethical labor, circular waste solutions, and lower-impact materials, shoppers can find high-quality intimates that respect both people and the planet.
