Lounge understands something most lingerie brands miss: comfort and desire are not opposites. Founded in Solihull in 2015 by two students with a market-stall budget, it has grown into one of Britain’s most recognisable underwear labels without losing the warmth that built it.

For UK fashion lovers, the appeal is practical as much as emotional. Sizing runs genuinely wide, fabrics suit a climate that demands layering, and seasonal drops arrive fast enough to feel current without the whiplash of true fast fashion. A Lounge set works under a sheer top on a night out and under a jumper on a wet Tuesday and that versatility is rare.

Its visual language is confident and unfussy: muted neutrals, considered lace, photography that shows real bodies in real rooms rather than airbrushed fantasy. It made underwear something you post about, then something you talk about, campaigning openly on breast-cancer awareness and body confidence.