Lingerie has evolved into a powerful statement of self-expression and confidence, and an increasing number of celebrities are stepping into the industry to share their unique visions. Notably, brands launched by stars like Rihanna and Sydney Sweeney are reshaping what lingerie can mean for consumers, both in terms of style and inclusivity.
In December 2023, Rihanna showcased her Fenty x Puma collection at a star-studded event in Los Angeles, further emphasizing her impact on the fashion landscape. Her lingerie line, which started making waves in 2018, is celebrated not just for its aesthetic appeal but also for its commitment to diverse sizing. As of 2025, the brand has been valued at an impressive $1 billion, marking it as one of the most successful celebrity lingerie ventures in the market.
Another notable figure is Sydney Sweeney, whose lingerie line, SYRN, gained attention for its bold marketing strategies, including a viral video where she flung lingerie from the iconic Hollywood Sign. Backed by Jeff Bezos, SYRN emphasizes a wide range of sizes, aiming to cater to women of all shapes. This brand has quickly become a staple in many wardrobes, reflecting the growing demand for inclusive lingerie options.
Exploring the Pioneers of Celebrity Lingerie
The landscape of celebrity-owned lingerie is rich with talent and vision. Kim Kardashian also stands as a pivotal player with her SKIMS line, which has proven to be financially successful and culturally influential. Known primarily for shapewear, SKIMS has expanded to include stylish lingerie pieces, enhancing its reputation as a leader in the industry.
Supermodel Heidi Klum launched her lingerie brand in 2015, rebranding the well-known Elle Macpherson lingerie line. Klum’s offerings are characterized by their flirty, sophisticated designs that resonate with the modern woman. Her brand has successfully merged luxury with everyday practicality, creating pieces that are both beautiful and functional.
Another iconic name in the lingerie sector is Dita Von Teese, who has harbored a passion for lingerie since her teenage years. Her line, launched in 2012, has maintained a strong presence in the market, known for its romantic and vintage-inspired designs that appeal to those seeking something unique and alluring.
Sofia Vergara also made her mark with her intimate collection launched exclusively at Walmart in October 2021. Her brand focuses on comfort and style, aiming to deliver quality lingerie at accessible prices. Vergara’s enthusiasm for her line is evident, as she actively engages with fans about her latest designs.
The Shift in Lingerie Culture
The rise of celebrity-owned lingerie brands reflects a broader cultural shift towards body positivity and inclusivity. Consumers are increasingly looking for brands that represent a diverse range of body types and personal styles. This change is not just about aesthetics; it also involves creating a sense of empowerment among individuals, encouraging them to embrace their bodies.
As these celebrity ventures continue to thrive, they not only redefine the lingerie market but also foster a community where self-love and expression take center stage. The success of these brands is a testament to the significant role that celebrity influence plays in fashion, particularly in sectors traditionally dominated by larger, established companies.
The evolution of lingerie through the lens of celebrity entrepreneurship is more than just a trend; it signifies a shift in how society views self-expression, body image, and femininity. With more celebrities entering this space, the possibilities for innovation and creativity are virtually limitless, promising an exciting future for lingerie enthusiasts worldwide.
