Forget the awkward sets he picked. Put on Valentine's Day lingerie, made for women… by women

With Valentine's Day quickly approaching, you may be dreading a gift of uncomfortable lingerie that your partner has frantically selected for you.

Or maybe you dig out your one matching set that's been languishing in your underwear drawer for most of the year.

But what if I told you that wearing sexy underwear doesn't mean you have to compromise on comfort. Thanks to innovative technology and trendy designs, there are lingerie brands that guarantee you will look and feel your best.

What do they all have in common? They were all founded by women, with styles and sizes that flatter every figure.

So forget about dressing to please your significant other and indulge in some self-love with gorgeous underwear that you'll wear all year round.

WILD LOVERS

Former colleagues, now best friends, Becky and Julia started their lingerie brand Wild Lovers in East London in 2019.

The label is for everyone who loves a bit of old-fashioned glamour.

Bras have ruffles and lace bodies come with matching gloves for a sultry bedroom look. They have also collaborated with American brand Urban Outfitters on a 20-piece capsule collection. If you like underwear, there is matching loungewear.

Wild Lovers also makes swimwear from 100 percent recycled materials.

Eleanor bra, £26, and French briefs, £15, wildlovers london.com

FLEUR OF ENGLAND

Since launching in 2001, Fleur of England has grown into an award-winning independent lingerie brand. Founder Fleur Turner designs all the pieces herself in Bristol with a team of eight women. Her passion is evident in the attention to detail, especially when it comes to fit and craftsmanship. From balconette bras with hand-drawn embroidery to delicate silk bralettes: this brand exudes sophistication.

Lyla balconette bra, £128, strappy thong, £98, and garter belt, £125, fleurofengland.com

Audrey bralette, £125, fleurofengland.com

DORA LARSON

When it comes to buying underwear, you can easily opt for versatile, yet unstylish, flesh-colored T-shirt bras.

Instead, try Dora Larsen, which is known for its fantastic rainbow shades.

The brand was founded in London in 2016 by Georgia Larsen, who felt there were only two types of lingerie on offer: practical but boring, or sexy but uncomfortable. That's why she wanted to create exciting, everyday underwear.

The biannual collections are designed in the UK and are also available online at Selfridges and Anthropologie.

Lena lace bra, £70, and high-waisted panties, £45, doralarsen.com

Rue floral bra, £78, and panties, £48, doralarsen.com

BLUEBELLA

To make things even more exciting, look no further than British brand Bluebella. Founded by Emily Bendell, this lingerie is all about self-expression.

Bendell wants customers to think of buying underwear like shoes or a handbag: it's an accessory that makes you feel fantastic.

Supermodel Marie Helvin, 71, who underwent a mastectomy in 2022, is the face of their Valentine's Day campaign. She impresses in the skimpy sets – proving there's no such thing as being too old for sexy underwear.

Colette bra, £39, bluebella.com; Astra bra, £39, bluebella.com

EVELYN & BOBBIE

Comfortable lingerie often does not provide sufficient support. But American brand Evelyn & Bobbie has created a wireless bra that offers the lift of an underwire model. This is due to the EB Core technology which creates a seamless design that conforms to the body while smoothing and lifting.

Founder Bree McKeen wanted her brand to promote inclusivity through their wide range of nude shades and sizes, up to a K cup.

The underwear works just as well under gym clothes, work clothes and evening wear, thanks to the buttery soft fabric – no risk of VPLs here. Evelyn & Bobbie are coming to Great Britain on February 29th.

Left: smoothing cami, £95, and high-waisted bikini, £21; Right: Evelyn bra, £95, and high-waisted panties, £21, evelynbobbie.com