The brands enticing shoppers to show their love this Valentine's Day

Whether or not you fancy dragging your significant other out to an overpriced dinner or plan to watch Bridget Jones with a tub of ice cream on the sofa this Valentine's Day, you may as well do so in style. TheIndustry.fashion has curated a list of this year's most covetable Valentine's Day collections that promise to upgrade your underwear drawer.

From everyday staples from Stripe & Stare to ultra-luxe lingerie from Coco de Mer, let's look at how the retail industry is utilising the romance-centric day to appeal to customers and boost sales.

SKIMS

This Valentine's Day, SKIMS embraces 'classic romance' with a collection full of decorative lace and love hearts galore.

Tapping into pop culture, as SKIMS usually does, the Valentine’s campaign showcases K-pop sensation Rosé, who recently shot to stardom after her song APT with Bruno Mars went viral.

The SKIMS Valentine’s Day Shop introduces an expanded offering of limited-edition collections including intimates, sleepwear and loungewear. So whether the wearer needs a waist-snatching red bodysuit for their dinner date, heart-stamped leggings for a romantic walk or black lace babydoll for the boudoir, SKIMS has 'something for every body'. Beyond bodies, Kim Kardashian's brand has launched heart-shaped key rings, matching logo bobby pins, crystal claw clips and more.

Prices range from £16 for a pair of fluffy pink socks to £276 for a silk pyjama set, all available in SKIMS' inclusive size range.

Stripe & Stare

Stripe & Stare have garnered a reputation for making 'the world’s comfiest knickers'. So for those looking for comfort-first options, without sacrificing aesthetic appeal, look no further.

This Valentine's Day, Stripe & Stare have teamed up with womenswear brand Rixo on a limited-edition collection that fuses Rixo’s signature prints with Stripe & Stare’s ever-so-soft, sustainable fabrics. Created by female founded brands that champion and empower women, the duo's collaboration feels like a natural fit.

The collection comprises thongs, knickers, bralettes and bodysuits in a range of popping prints from love hearts to leopards. Each piece is designed to "bring effortless style and comfort into your everyday wardrobe and underwear drawer".

Coco de Mer

For those looking to splurge, look no further than Coco de Mer’s SS25 collection, available for Valentine's Day. The luxury lingerie brand, offered at its standalone Knightsbridge boutique, Selfridges and Harrods, is all about feminine power, represented through delicate florals and luxe laces.

The collection's lace-heavy looks take its inspiration from the "delicate beauty of floral transformation". Crafted in deep purples and royal-worthy golds, Coco de Mer blends intricate floral motifs with sophisticated textures to evoke the delicate allure of a garden in full bloom. As for Silhouettes, they range from range from cut-out bodysuits to balconettes, matching robes and more.

The collection is available in sizes S-L / 32B-36D with prices ranging from £95 for a thong up to £595 for a robe.

Boux Avenue

High street staple, Boux Avenue’s Valentine’s Day collection takes the shape of 'Amore Forever' - a collection that offers a fresh take on "love, passion and drama".

Boux Avenue is renowned for democratising luxe lingerie and this collection is no different. It consists of intricate floral embroideries, velvet and delicate lace all rendered in a timeless colour palette of black, red and pale pink.

Zoe Price-Smith, Chief Design and Product Officer at Boux Avenue, said that the inspiration for the collection came after she took a trip to Rome. Walking through its ancient streets, surrounded by classic art and architecture, reminded her of the "enduring beauty and passion that defines love in all its forms". In other words, the collection allows the wearer to command attention and step into their power.

The 'striking' collection is available in sizes 6 to 18, with selected bras available up to a G-cup, with prices ranging from  £16 to £58.

Lounge

Founded in 2016 by husband and wife team Dan and Mel, Lounge is transforming into a British modern fashion house. But, it remains true to its roots of creating underwear to make "woman feel empowered, beautiful, sexy".

This Valentine’s, Lounge’s ‘Sculpted for Love’ collection invites shoppers to unlock the door to the Gallery of Love: a tribute to the art of femininity, passion, and beauty. It features three distinct collections, each embodying a unique personality, crafting something for every lingerie lover.

Sizes range from XS to 3XL with prices ranging from £15 for long-sleeved mesh gloves to £95 for a black lace bodysuit.

Cou Cou

London-based Rose Colcord founded Cou Cou Intimates in 2021 with the aim of bridging the gap between lingerie and underwear, so "you don’t need to compromise comfort for cuteness". After Kendall Jenner and Hailey Bieber showed support, it garnered a whole host of loyal fans.

This Valentine’s Day, Cou Cou "celebrates the idea of sensuality in all its forms and values: desire, love, compassion".

Each piece is overtly comfortable, meanwhile, it's designed to make the wearer feel confident. Cou Cou desexualises Valentine’s Day and reclaims self-love through the mundane and every day. Each piece is intended to be lived in, not just seen in.

The red, black and white range sees cotton corsets, mini dresses, matching loungewear sets, frilly thongs and matching bralettes all crafted in ever so soft 100% GOTS Certified Organic Cotton.

Sizes range from XXS to XXL and prices range from £22 for the thong to £108 for the lounge bottoms.

Bluebella

Lingerie brand Bluebella has developed a cult following and it's clear to see why. It's luxe offering is not only affordable but also available in a wide range of sizes. From everyday staples to complex lace teddys, Bluebella, which recently established its first brick-and-mortar store in London’s Covent Garden, has mass appeal to women looking to up their lingerie game.

This Valentine's, the brand has teamed up with model Lauren Wasser on the collection that celebrates "self-acceptance and confidence". 'Love Letters' is Bluebella's open invitation to "love ourselves before anyone else". Leather handcuffs that match your bra? Bluebella has them. Bras that use bow motifs to guise nipples? Bluebella has them.

Prices range from £12 for thigh-high stockings to £59 for a lace-trimmed Kimono.

Burberry today announces the appointment of Charlotte Baldwin as Chief Information Officer.
Charlotte, who will join at the end of March 2025, will be responsible for leading Burberry’s global technology team. She will join the Executive Committee and will report to Burberry Chief Executive Officer Joshua Schulman.
Charlotte is currently the Global Chief Digital and Information Officer at Costa Coffee where she oversees the company’s technology, digital and data organisation. Prior to joining Costa Coffee, Charlotte was the Chief Information, Digital and Transformation Officer, Bupa Insurance, at Bupa. She has also held senior roles at Freshfields Bruckhaus Deringer, Pearson and Thomson Reuters.
Joshua Schulman, CEO, Burberry commented: “I am very pleased to welcome Charlotte to Burberry. Charlotte is a highly experienced technology and digital leader with a track record of leading large-scale digital transformation. I am delighted that Charlotte will be joining our leadership team and look forward to working with her to advance our technological capabilities and drive our strategy forward.”