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PRESS

Vogue’s Favorite Lingerie Brands—Shop Styles for All Occasions

Why This Natori Underwear Is the Best I’ve Ever Worn

Natori Bliss French Cut Brief

T-Shirt Bras

"What it’s best for: Natori offers a variety of silhouettes for any occasion. Beloved by celebrities and editors alike, the brand’s seamless and T-shirt bras for its ability to provide day-long lift, comfort, and support."

"Wearing this underwear is a fittingly blissful experience. The Natori briefs are made of sleek pima cotton (a soft long-fiber version of the material, the Champagne of cottons), which feels breathable, lightweight, and luxuriously soft."

Natori Spring 2026 Bridal Lingerie: Romance in Bloom

The Top Drawer Reset: 12 Essentials For a Fresh Spring Upgrade

Natori 3-Pack Underwear

Natori Bridal Shop

"For Spring 2026, Natori captures that sensibility with a refined approach to bridal intimacy, one rooted in romance, craftsmanship, and the brand’s signature East-meets-West elegance."

"Natori is known for creating lingerie that feels as good as it looks, and this trio of classic thongs is no exception. Designed with a sleek, smooth fit and ultra-soft fabric, they disappear seamlessly under clothing."

8 Best T-Shirt Bras That Are Totally Seamless, Tested by Our Textiles Experts

The Best Women’s Underwear

Natori Bliss Bare Cotton Bikini

Pure Luxe Custom Coverage Contour Underwire Bra

"Our top-tested bra, the Pure Luxe style from Natori is loved by GH staffers and testers alike and earned the top scores in our Textiles Lab tests too. The bra performed well with testers of different cup sizes and was rated as the most comfortable of more than 200 styles."

"For a clean, minimalist look, we love the Bliss Bare undies. Compared with Natori’s lace-trimmed Bliss line, the Bliss Bare styles have a sleeker look, with elastic edges that remain flat and are terrifically smooth and secure."

"Softer silhouettes and feminine details are everywhere we look right now, but there's one specific trend that's leading the way for 2025's return to romantic fashion, and that's none other than lace."

The Very Best Strapless Bras, According to Our Tests

Romance Isn't Dead—At Least, Not If Fall's Top Trend Has a Say

Lace Cutout Tights

Natori Feathers Strapless Bra

"The band has a feathered lace pattern for an elegant touch, and the cups have a smooth mesh overlay. It laid perfectly flat against our chests while testing without bunching or gapping at the cups."

"With some of the most popular bras in the industry today, Natori has been a female-led company since the ’70s when founder Josie Natori started the company from scratch. The brand’s ethos is that “each piece is designed and crafted to be a personal treasure—a modern harmony of East and West.”"

Top 10 Demi-Cup Bras

From Balconettes to Demis, Here’s Our Definitive Guide to the Best Bras

EverFit T-Shirt Bra

Feathers Plunge T-Shirt Bra

“I now own this bra in 3 colors; it's that amazing. This bra looks and feels incredible; you scarcely feel it at all when it's on. It's invisible under nearly all clothing, as the lace at the top lies flat.”

"Perhaps the best review I could give for the comfort of the Flora bra is that even after a long work day, I don't feel the urge to take it off as soon as I walk through my front door. Sometimes, I’ll even forget that I’m wearing a bra at all!..."

The Very Best Women’s Underwear

These Are the 15 Most Comfortable Bras We've Tested

Natori Flora Contour Underwire Bra

Natori Bliss Girl Brief

“Cora Harrington... told me,"If something is comfortable enough for me to wear every day, then it’s probably comfortable enough for everyone. My body simply can’t tolerate anything less.”"

The Best Underwear for Women Isn’t Just Cute—It’s Comfy, Too

The Best Women’s Underwear

"Being both women-founded and family-owned, the Natori empire expands from silk pajamas and robes, to quality underpinnings customers are more than obsessed with. Their full range of underwear includes everything from soft and stretchy thongs, made to disappear, to tantalizing, embroidered options for playful elegance."

"They have a sexy, retro cut. The Bliss undies “combine the best of everyday underwear with really cute styling,” one tester said. This is a French-cut brief, which means it’s cut high at the legs, with sleek seaming that sits toward the front of the hips."

"From a basic black bra to a sexy nightgown, Natori—a family-owned, NYC-based brand—is the go-to destination for comfortable yet chic lingerie."As a woman with curves, I’ve always been impressed by the brand’s size inclusivity,” says Bronwyn Barnes, InStyle VP of beauty."

We Found 27 of the Best, Most Supportive Bras for Large Breasts

The 11 Best Lingerie Brands for Every Body Type and Occasion

Natori Gravity Contour Underwire Sports Bra

Pure Luxe Custom Coverage Contour Underwire Bra

"This is the perfect bra. It fits beautifully. Smoothes and barely leaves a line. Makes my 47-year-old 38DDDs look uplifted and practically perky! Comfortable, too! I highly recommend."

Natori Spring 2026: A State of Nature

The Best Strapless Bras of 2026

Natori Feathers Strapless Bra

"One of springtime’s most ubiquitous references got a streamlined redux, courtesy of Josie Natori.

After past collections referencing Japonisme and Japanese layering traditions, Natori looked to flowers, and nature writ large, as inspiration for spring 2026."

"This bra is the intersection of fashionable and functional. It features gorgeous lace detailing around the band and soft, low-cup cups that cupped my breasts snugly. I wore it all day and only had to adjust it once. The band fit securely around my back but didn’t feel too tight or rub against my skin."

Trust Me: These Are the Best Strapless Bras That Don’t Slip or Dig In

This List Is For Anyone Who 1.) Has Big Boobs And 2.) Wants A Comfortable Bra

Pure Luxe Custom Coverage Contour Underwire Bra

Pure Luxe Strapless Contour Underwire Bra

"This strapless bra delivers a smooth, close-to-the-body fit that disappears under thin tees. The snug, wide band helps distribute weight for a more supportive feel, while the lightly contoured cups create a natural shape without excess padding."

"A Natori T-shirt bra perfect for everyday wear because of its contoured cups, comfortable stretch fabric, and line-free silhouette that basically disappears underneath your favorite tops and dresses."

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