Victoria's Secret reclaimed the center of U.S. intimates coverage when its 2026 fashion show returned, instantly renewing interest in lingerie and bras across the market. The return gave the brand a high-visibility platform that rivals struggled to match during the same stretch.
Skims remained among the most talked-about intimates labels in current lingerie roundups, and Aerie followed up with a fresh bra lineup announcement that kept it in brand lists. Savage X Fenty continued to draw attention for its size-inclusive positioning, while ThirdLove added to the fit and sizing conversation with recent commentary. Knix moved quickly with a new intimates collaboration on October 5, and Intimissimi stayed present as an established name in lingerie coverage. Primark's flagship expansion pushed it into U.S. retail news, and Adore Me kept its profile steady in marketplace lists. Proenza Schouler's PS1 relaunch, though centered on handbags, brought another fashion label into the broader accessories conversation.
The category is being shaped by a few forces at once: spectacle, inclusivity, and fit. Brands that can connect a big event or campaign to real product questions, such as sizing and comfort, are holding the most attention, while newer and mid-tier labels are working to keep pace.
Today's Ranking
| # | Name | Score | 24h | |
|---|---|---|---|---|
| 1 | V | Victoria’s Secret | 96.3 | +1.6% |
| 2 | S | Skims | 92.7 | +2.2% |
| 3 | Z | Zara | 90.2 | +0% |
| 4 | H | H&M | 88.5 | +0% |
| 5 | A | Aerie | 84.9 | -3.1% |
| 6 | S | Savage X Fenty | 84.5 | +7.8% |
| 7 | M | Marc Jacobs | 83.2 | +0% |
| 8 | N | NikeSkims | 82.1 | +0% |
| 9 | T | ThirdLove | 81.2 | -8.5% |
| 10 | S | Soma | 77.8 | +0% |