Underwear, Loungewear & Swimwear

Gap follows in a strong second position, lifted by fashion-week coverage and a fall campaign that has significantly boosted its social visibility beyond its usual apparel lane. SKIMS holds steady just behind, continuing to dominate recent lingerie rankings while riding a steady wave of U.S. social buzz that shows no signs of slowing. Aerie earns repeated mentions both in lingerie roundups and in American Eagle's own earnings commentary, giving it a two-track path into the conversation. Savage X Fenty keeps its place through ongoing chatter around body-positive intimates, while Calvin Klein leans on its consistent presence across lingerie brand lists and broader fashion coverage. Further down, ThirdLove, Spanx, Wacoal, and Cuup all maintain visibility through their inclusion in current best-brand and shopping-guide roundups, each representing a different corner of the fit-focused, shapewear, and DTC lingerie markets.

The category overall tells a story of intimates brands leveraging financial results, runway moments, and social relevance all at once, with legacy names like Victoria's Secret and challenger brands like Skims effectively splitting attention at the very top.