If you're a fan of chic, comfortable, and affordable intimates, chances are you already love Etam. The European brand has perfected the art of creating lingerie, sleepwear, and loungewear that feels as good as it looks, capturing that effortlessly feminine, Parisian vibe without the steep price tag.
Etam's sweet spot is delivering everyday pieces you actually want to wear, from soft lace bralettes to cozy pajamas. If their blend of comfort, style, and value is exactly what you look for, you're in luck. We've gathered 23 other brands that hit all the right notes for chic and comfortable lingerie.
Aerie champions comfort and body positivity, offering a huge range of super-soft bras, undies, sleepwear, and loungewear. Known for their inclusive "no retouching" campaigns and focus on breathable fabrics, their price point is very similar to Etam's, with bras usually running from $20-$50.
Like Etam, Aerie prioritizes natural, effortless styles that make you feel good. Where Aerie stands out is its even stronger commitment to inclusive sizing and a community-focused vibe. If you love Etam's comfort but want more options for every body type, Aerie is a must-try.
Shop now at ae.com/aerie
For on-trend pieces that won't drain your bank account, H&M's lingerie section is a solid choice. They offer stylish essentials like bras, briefs, and sleepwear with a minimalist, modern aesthetic for incredibly accessible prices, usually between $10 and $40. It's the perfect place to stock up on versatile basics or try out a new trend.
Similar to Etam, H&M provides fashion-forward lingerie that balances style and affordability. Thanks to its fast-fashion model, you'll always find new collections, making it easy to refresh your lingerie drawer whenever the mood strikes.
Shop now at hm.com
Calvin Klein Underwear is iconic for a reason. Their sleek, minimalist designs and high-quality cotton fabrics are the definition of comfortable cool. Offering bras, briefs, and loungewear defined by that famous logo waistband, pieces typically range from $25-$70. It's a slightly more premium price than Etam but delivers timeless style.
While Etam leans more feminine and delicate, Calvin Klein brings a modern, sportier edge. If you're looking for clean lines, amazing comfort, and pieces that will last for years, CK is a fantastic alternative.
Shop now at calvinklein.us
Italian brand Intimissimi specializes in elegant, sophisticated lingerie with a romantic feel. Think delicate lace, soft silks, and refined details across their lingerie, sleepwear, and loungewear collections. Prices are moderate, from $20-$60, placing it in a similar bracket to Etam but with a more luxurious touch.
Both brands share a focus on European femininity, but Intimissimi's aesthetic is decidedly more romantic and refined. It's the perfect brand for when you want everyday pieces that feel a little more special or are shopping for a romantic occasion.
Shop now at intimissimi.com
If finding the perfect fit is your top priority, ThirdLove is your answer. Famous for its inclusive sizing (including half-cups!) and an online Fit Finder, they're dedicated to making comfortable, supportive bras for every body. With prices from $40-$70, you're investing in a flawless fit with innovative materials like memory foam cups.
While Etam is praised for comfort, ThirdLove takes it to the next level with its focus on personalized sizing and support. If you've struggled with finding bras that truly fit and feel good, ThirdLove is a game-changer.
Shop now at thirdlove.com
Lindex offers fun, trendy, and affordable lingerie and sleepwear that feels particularly fresh and modern. With a price point generally between $10 and $40, their collection is filled with playful prints, pretty pastel colors, and youthful styles that don't compromise on comfort.
Lindex shares Etam’s commitment to stylish and wearable pieces at a great price, but its aesthetic feels a bit more energetic and playful. It's a great choice for stocking up on cute, everyday basics with a youthful twist.
Shop now at lindex.com
Part of the same family as Zara, Oysho is a master of chic, comfortable essentials. They specialize in stylish loungewear, activewear, and lingerie made from incredibly soft fabrics. Prices range from about $15 to $50, making it a great destination for cozy yet sophisticated basics with a relaxed, minimalist vibe.
Oysho and Etam both deliver trend-conscious comfort. However, Oysho has a stronger focus on versatile lounge-to-street styles, perfect for nailing that effortless, put-together look at home or on the go.
Shop now at oysho.com
Natori is all about everyday luxury. This more upscale brand is known for its exquisite fabrics, intricate details, and supremely comfortable fits that feel whisper-light against your skin. Prices are higher, ranging from $50-$150, reflecting their premium craftsmanship and sophisticated design.
If you love Etam's blend of comfort and style but are ready to invest in something a little more luxurious, Natori is the perfect step up. It's where comfort meets art, offering pieces that feel elegant and indulgent for everyday wear.
Shop now at natori.com
Meaning "beautiful thing" in Italian, Cosabella lives up to its name with stunning lingerie known for its vibrant colors and intricate lace. While their price point is higher ($30-$100), the quality and craftsmanship are undeniable. Their famous "Never Say Never" collection features soft, stretchy lace that feels amazing on.
Cosabella shares Etam's focus on stylish comfort but adds a dose of Italian glamour and bold color. If you're bored of neutral tones and want lingerie that makes a fun, feminine statement, this is your brand.
Shop now at cosabella.com
Founded by Rihanna, Savage X Fenty is all about celebrating confidence and inclusivity with fearless lingerie. Offering an extensive range of sizes, their collections feature bold, fashion-forward designs that are meant to be seen. Prices are generally accessible, from $20 to $60.
While Etam is more chic and understated, Savage X Fenty is daring, sexy, and unapologetic. Both brands champion comfort and fitting a range of bodies, but if you want to turn up the heat with your lingerie, Savage X Fenty is the place to be.
Shop now at savagex.com
For true French luxury, Lise Charmel excels with its exquisite craftsmanship and breathtakingly romantic lingerie. This is a high-end brand, with prices ranging from $100 to over $300, reflecting the brand’s use of fine materials, intricate embroidery, and opulent design. It's lingerie as an art form.
Lise Charmel is the indulgent, special-occasion counterpart to Etam's everyday beauty. It's for an investor who values heirloom-quality pieces and impeccable detail and wants lingerie that feels truly extraordinary.
Shop now at lisecharmel.com
One of the biggest names in lingerie, Victoria’s Secret is known for its vast selection of sexy, glamorous styles in everything from bras and panties to sleepwear and loungewear. Prices typically fall between $20 and $70, making it a direct competitor in terms of accessibility.
Victoria's Secret's vibe is bold, flirty, and maximalist compared to Etam's quieter charm. If you’re looking for push-up styles, bombshell glamour, and more overt sexiness, VS delivers it in spades.
Shop now at victoriassecret.com
Bare Necessities isn't a single brand but an online shopping destination that is a goldmine for finding the perfect underwear. They carry hundreds of brands - from budget-friendly to ultra-luxe - with one of the most extensive size ranges available anywhere. Their expert fit guides make it easy to shop with confidence.
Functioning like a superstore for lingerie, Bare Necessities offers the variety Etam is known for, but on a massive scale. If you value selection above all else or have a hard-to-find size, this is an amazing resource.
Shop now at barenecessities.com
Rosa Faia specializes in creating comfortable, high-quality lingerie that excels in support and fit, especially for fuller busts. Their designs are practical yet pretty, with prices generally sitting between $40 and $80. It's lingerie that you can rely on day in and day out.
Compared to Etam, Rosa Faia places a much stronger emphasis on fit and function over fast-fashion trends. For anyone who puts support and superior comfort at the top of their list, this is a fantastic and reliable option.
Shop now at rosafaia.com
Boux Avenue offers a chic and glamorous take on lingerie, sleepwear, and loungewear. With prices ranging from $20 to $80, they offer beautiful designs in luxurious-feeling fabrics, from delicate lace sets to silky robes. Their aesthetic is unabashedly feminine, pretty, and a little bit luxe.
While still accessibly priced, Boux Avenue’s style feels a bit more indulgent and fashion-forward than Etam. It's the perfect brand for finding a special set or simply treating yourself to some everyday glamour.
Shop now at bouxavenue.com
Intimo is a boutique brand focusing on sophisticated, timeless lingerie built with high-quality fabrics and excellent craftsmanship. Their elegant designs start around $50 and go up to $120, catering to women who appreciate understated luxury and pieces that are built to last.
If Etam is the charming French girlfriend, Intimo is her effortlessly chic, older sister. It offers a more refined and classic take on everyday intimates, making it a great choice for investing in timeless foundation pieces.
Shop now at intimo.com
Primarily known for high-quality activewear, Lilybod excels at creating stylish, ultra-comfortable pieces that bridge the gap from gym to street. Their loungewear and sports bras ($50–$100) are particularly amazing, with a modern, sleek aesthetic that feels both sporty and chic.
While less focused on traditional lingerie, Lilybod shares Etam's core value of comfort without sacrificing style. If you love the cozy side of Etam and live an active lifestyle, Lilybod’s polished athleisure pieces are worth exploring.
Shop now at lilybod.com
Eberjey is synonymous with buttery-soft fabrics. They create dreamy, romantic lingerie and loungewear from materials like modal that you'll never want to take off. Priced typically between $50 and $150, their pieces have a charmingly bohemian and feminine vibe.
Compared to Etam, Eberjey is a step up in both price and softness, with a strong focus on cozy elegance and conscious fabrics. It’s the ultimate brand for luxurious pajama sets and incredibly comfortable bralettes.
Shop now at eberjey.com
Louisa Bracq is a family-owned French brand dedicated to high-quality, sophisticated lingerie. Their expertise lies in intricate embroidery and creating supportive styles, especially for larger cup sizes. Prices range from $80 to $200, putting it firmly in the premium category.
This brand shares Etam's French heritage but serves the luxury market. It’s for the shopper who values timeless elegance, masterful craftsmanship, and a perfect, supportive fit above all else.
Shop now at louisabracq.com
While Rihanna's empire is heavily focused on cosmetics, her vision of inclusivity extends to fashion with a modern, stylish edge. Reflecting the aesthetic of the Savage X Fenty line, general Fenty apparel and intimates ($20-$50) often feature bold, contemporary designs made for diverse bodies.
The Fenty ethos shares Etam's commitment to trendy and comfortable pieces but injects a much stronger, streetwear-inspired personality into its designs. It’s perfect for someone wanting cool, fashion-forward basics.
Shop now at fenty.com
Another icon of French lingerie, Simone Perele has spent decades perfecting the art of fit, comfort, and elegance. Renowned for its flawless silhouettes and exquisite lace, the brand offers everyday luxury with prices starting around $80. It's lingerie that blends seamlessly under clothes but feels beautiful on its own.
Think of Simone Perele as Etam’s refined, couture-loving relative. While both hail from France, Simone Perele provides a superior level of craftsmanship and understated sophistication for those willing to invest.
Shop now at simone-perele.com
Coco de Mer is where high fashion meets sensuality. This British luxury brand creates breathtaking lingerie and sleepwear designed to be bold, seductive, and exceptionally crafted. With prices starting at $150, these are opulent pieces for making a powerful statement.
Coco de Mer is a world away from Etam's cozy charm, focusing instead on provocative glamour and high-end design. If you're shopping for something truly decadent and unforgettable, this is it.
Shop now at coco-de-mer.com
Nubian Skin was created with one brilliant mission: to provide nude lingerie and hosiery for women of all skin tones. Recognizing that "nude" is not a single color, they offer comfortable, supportive staples in a thoughtfully curated palette of shades. Prices range from $30-$70.
While Etam offers everyday comfort, Nubian Skin specializes in providing essential foundation pieces with an inclusive focus at their core. Their minimal but perfectly executed styles are must-haves for anyone who's ever struggled to find their true nude.
Shop now at nubianskin.com
At Apart Style, we're obsessed with curating the best in fashion, beauty, and jewelry to help you discover new brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, style, and uniqueness. When you make a purchase through our links, Apart Style may earn a commission - which helps support our small team, and allows us to continue bringing you the best in online style brands.
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