Lingerie used to be simple. You had a few big brands, a handful of "Angels," and a very specific, almost unreachable aesthetic that dominated every billboard from Times Square to Tokyo. But honestly? That world is gone. Today, when people search for the hottest women in lingerie, they aren't just looking for airbrushed perfection. They’re looking for personality, cultural impact, and—perhaps most importantly—authenticity.
The shift is massive.
We’ve moved from a narrow definition of beauty to a landscape where names like Rihanna, Adut Akech, and Paloma Elsesser are the ones setting the pace. It’s not just about the clothes anymore. It's about who is wearing them and what those women represent in the broader cultural conversation.
The Power Shift from Runways to Reality
For decades, the industry was a monolith. You know the one. But then the internet happened. Social media broke the gatekeepers. Suddenly, the hottest women in lingerie weren't just the ones picked by a single casting director in a high-rise office. They were the ones building their own brands.
Take Rihanna’s Savage X Fenty. She basically looked at the existing industry and decided to flip the table. By casting women of all sizes, skin tones, and backgrounds—including stars like Precious Lee and Anok Yai—she proved that inclusivity isn't just a "nice to have" feature. It’s what people actually want to buy. The commercial success was immediate. Why? Because it felt real. It felt like something you’d actually see in the world, not just in a dream sequence.
Then you have the legacy players trying to catch up. Victoria's Secret underwent a massive rebranding, ditching the "Angels" for the VS Collective. This group included soccer star Megan Rapinoe and actress Priyanka Chopra Jonas. It was a gamble. Some fans missed the old wings and glitter, but the data suggested that younger consumers—Gen Z and Millennials—wanted to see women they respected for their achievements, not just their measurements. It’s a nuance that many people get wrong when they talk about "the hottest" in the industry. It’s no longer just a physical trait; it’s a vibe.
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Iconic Names Defining the Current Era
When we talk about the women currently dominating this space, we have to look at the intersection of high fashion and mass-market appeal. Kendall Jenner and Bella Hadid are obvious mentions, sure. They’ve fronted campaigns for Calvin Klein and La Perla, bringing a certain "cool girl" nonchalance to the genre. But look closer at someone like Bella Hadid. Her work with brands like Victoria's Secret and Savage X Fenty shows a versatility that goes beyond just being a "supermodel." She’s become a muse because she can bridge the gap between "untouchable" and "relatable" through her social media presence.
The Rise of the Influencer-Model
It's not just the traditional runway stars anymore. The hottest women in lingerie now include people like Emily Ratajkowski, who leveraged her own massive following to launch Inamorata.
She’s a perfect example of the modern model-entrepreneur. She doesn't just wait for a brand to call her; she is the brand. This change is vital because it gives the women the power. They control the lighting, the angles, and the message. It makes the final product feel much more intimate and, frankly, much more interesting to the consumer.
- Ashley Graham: A pioneer who broke the "plus-size" barrier in mainstream lingerie ads.
- Irina Shayk: Known for her long-standing work with Intimissimi, proving that longevity in this industry comes from a mix of classic beauty and professional grit.
- Adut Akech: Bringing a high-fashion, editorial edge to brands like Chanel and Valentino, often blurring the lines between lingerie and couture.
Honestly, the variety is staggering. You’ve got athletes, musicians, and activists all entering a space that used to be reserved for a very specific type of person. It makes the term "hottest" feel a bit more democratic.
What Most People Get Wrong About Lingerie Trends
There is a huge misconception that "hottest" equals "most revealing." If you look at the best-performing campaigns of the last year, that's simply not true. Comfort is king now.
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Brands like Skims, founded by Kim Kardashian, have completely redefined what sexy looks like. The focus is on shapewear that feels like a second skin. It’s minimalist. It’s often neutral-toned. And yet, Kim K and the women she casts—from Ice Spice to SZA—are consistently cited as the hottest women in lingerie today.
It’s a shift toward the "athleisure-ification" of undergarments. We’re seeing more cotton, more stretch, and fewer underwires. The "hotness" comes from the confidence of the woman wearing it, not the complexity of the lace. This is a crucial distinction. It’s why you’ll see someone like Rosalía in an Armani Exchange or Skims ad looking incredibly powerful while wearing basically a simple tank and briefs. The energy is different.
The Technical Side: E-E-A-T and Industry Standards
According to fashion industry analysts at Business of Fashion (BoF), the "inclusive lingerie" market is projected to grow significantly through the late 2020s. This isn't just a trend; it's a structural change in how apparel is sold. Experts like casting director James Scully have long advocated for a more diverse representation, noting that the "single-standard" era of the 90s and 2000s actually hurt brand loyalty in the long run.
When we evaluate who the hottest women in lingerie are, we have to look at "Conversion Power." This is a real metric. It’s not just about how many "likes" a photo gets. It’s about whether that woman can move product. When someone like Sydney Sweeney partners with Frankies Bikinis or a lingerie brand, the items sell out in minutes. That is true "hotness" in the eyes of the industry—the ability to connect with an audience so deeply that they want a piece of that lifestyle.
Cultural Impact Beyond the Photoshoot
It’s worth mentioning the role of the "male gaze" versus the "female gaze." For a long time, lingerie ads were designed specifically for men to look at. Now? They’re designed for women to see themselves in. This change in perspective has altered who we consider the "hottest."
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We now celebrate women like Jameela Jamil or Lizzo, who use their platforms to talk about body neutrality and self-acceptance. When they pose in lingerie, the impact is loud. It’s a statement. It’s not just a photo; it’s a movement. This makes the images stick in the public consciousness much longer than a standard, generic fashion shot.
How to Follow the Best Lingerie Trends Yourself
If you’re looking to keep up with the hottest women in lingerie or want to incorporate these vibes into your own wardrobe, don't just follow the big brands. Look at the stylists.
Stylists like Mimi Cuttrell or Law Roach are often the ones picking the pieces that eventually go viral. They understand how to mix vintage pieces with modern silhouettes.
- Prioritize Fabric over Frills: The modern "hot" look is often about how the fabric moves with the body. Look for high-quality silk or modal.
- Follow Independent Designers: Sometimes the most groundbreaking work is happening at smaller labels like Fleur du Mal or Cuup, where the focus is on fit and engineering.
- Invest in "Inner-wear as Outer-wear": A huge trend right now is wearing lingerie pieces under blazers or with high-waisted denim. It takes the "hottest" pieces out of the bedroom and into the streets.
The landscape is always shifting. What was considered the peak of fashion five years ago feels dated now. The hottest women in lingerie today are the ones who aren't afraid to show their real selves, flaws and all. They are the ones who understand that beauty isn't a destination; it's an attitude. Whether it’s a supermodel on a runway in Milan or a creator in her bedroom, the power has shifted to those who own their narrative.
Practical Next Steps
To stay ahead of these trends, start by curating your feed away from heavily airbrushed content. Look for "behind the scenes" footage from major fashion weeks—New York, Paris, and Milan—to see how garments actually fit and move. Research the "sustainability" ratings of brands like Stella McCartney or Fruity Boots; often, the most influential women in the industry are now gravitating toward labels that align with their personal values. This shift toward ethical "hotness" is the next big frontier in the fashion world. Keep an eye on the newcomers from the Central Saint Martins graduate shows; that's where the next generation of designers who will dress the world's most iconic women are currently honing their craft.