The Victoria’s Secret megastore at 750 Burrard Street has officially closed.

It’s a sign of the economic times, but it’s also a marker of our changing views on beauty—for the better.

The American lingerie brand is known for its over-the-top annual fashion show and its ultra-feminine, ultra-slim take on undergarments and the women who wear them. Jewels, sequins, bows, silk, lace—there’s nothing wrong with women wanting to wear this style of lingerie, but it shouldn’t be positioned as the only way to be sexy (or only for size-zero bodies).

In 2022, Victoria’s Secret underwent a “woke” rebranding of sorts, claiming to have updated its narrow (and harmful) views on body image. It was largely brushed off as performative.

So it’s been a tough go for the brand, which had occupied its Robson Street space since 2013, taking over what was previously HMV and Planet Hollywood. There are reportedly plans for the company to set up shop in a smaller space inside Pacific Centre, though no details have emerged yet.

Regardless, why shop global when you can shop local? BC is full of brands and stores selling lingerie that is ethical, sustainable, and/or body positive. 

Here are a few places to start.

Huha

Founded by Vancourite Alexa Suter, Huha offers an alternative to synthetic undergarments. What may seem simple and understated—undies and bras in neutral colours—is actually revolutionary here. Their mineral fabrics feature seam-free gussets infused with zinc oxide, which is antibacterial and odour-reducing. For those with sensitive skin or who are prone to UTIs, this inclusive local brand is a god-send. The online shop stocks thongs, bikini briefs, boxer briefs, and three different styles of bra from 2XS to 3XL.

https://www.instagram.com/p/C2IOdWvRQUS/?hl=en&img_index=1

HIRRS

Dancers, aerobicists—heck—even those just going for a walk or hike will appreciate the ethos of HIRRS. The Vancouver-born brand makes a collection of “performance-based essentials, designed to support you and move with you,” meaning their bras, bottoms, and bodysuits are made with a compressive but breathable micromesh with movement in mind. You can find their designs—like the high-rise bottoms or the comfiest bralette (trust)—in local shops such as One of a Few, Gravity Pope, Much & Little, and TurF.

https://www.instagram.com/p/Cz6KlpBuVdG

Understance

Boasting ethically-made comfortable bras, underwear, and bralettes, Vancouver brand Understance does a variety of size-inclusive undergarments. The flagship store downtown (700-1024 Robson Street) has been open since 2022, providing a brick-and-mortar spot to get accurately sized. They stock wireless and flexwire bras in a variety of styles and colours, along with seam-free undies (psst—there’s also a selection of lace and see-through mesh for those on the sassier side).

https://www.instagram.com/p/CzZOJJ3M-1G/?region=ca&img_index=1

Honey Gifts

Okay—this sex-positive shop does a little more than just stock lingerie. Found in Gastown (413 West Cordova Street/350 Water Street) and Cambie Village (3448 Cambie Street), Honey Gifts sells sex essentials and sex toys, along with a selection of high-end lingerie. Who needs the Victoria’s Secret fashion show when you can pop into Honey and check out a suite of lacy thigh-garters or mesh teddies?

https://www.instagram.com/p/C0nikE2rTJs

Modern Match Lingerie

Founder Shauna Allen had one purpose when creating Modern Match Lingerie: “provide women with supportive, comfortable, and confidence-boosting intimates.” Comfort is key with this purpose-driven brand from Prince George—from their guaranteed-fit technology to itch-free lace. Here, you’ll find styles like the Effortless Embrace wireless bra with a front closure, to the seamless Smooth Moves thong.

https://www.instagram.com/p/CxixCcaxZi1