5 Lingerie Brands In Tokyo That Go Beyond Kawaii And Frills

Because lingerie is about getting intimate with yourself

By Emi Schemmer
February 14, 2018

Unlike what many ads will make you believe, wearing beautiful lingerie isn't about attracting a potential partner or making a current one excited. It's about claiming who we are when we are most liberated and dynamic.

For many non-Japanese women, shopping for lingerie in Tokyo can be a little frustrating — from sizing issues to a lack of variety, an abundance of overly cute or kawaii designs, and/or ridiculous amounts of padding in bras. But thanks to the introduction of more international brands, lingerie trends, styles and demands are quickly evolving into something a bit more bold, fashionable, and yes, sexy. Japanese brands such as Peach John, Ravijour and Wacoal are now offering new and improved designs that are sheer, sensual and show a lot more skin and natural curves.

Here are five recommended lingerie brand stores in Tokyo to find a wider variety of sexier, yet simpler underwear you’ll feel and look great in.

1. La Perla Minami Aoyama & Shinjuku

A post shared by laperla.com (@laperlalingerie) on

Just about two years ago, La Perla opened its first flagship shop in Aoyama, in a very modern and stylish all-glass building. The store looks like an art gallery — an Italian architecture firm intentionally did so, to create a unique, bespoke design. The interior is just as stylish, with all floors communicating a sense of luxury and intimacy with private styling rooms and even a men’s collection on the top floor. A few months later, La Perla opened up a store in Ginza, where the design of the boutique is totally different from Aoyama with shades of amethyst used for the rugs and rich velvet panels that cover the walls. In both stores you can find everything from sexy and unique lingerie to nightwear and even accessories for men and women. 

Address: 5-3-2 Minamiaoyama, Minato-ku, Tokyo and 5-4-8 Ginza, Chuo-ku, Tokyo

2. Wacoal Ginza

From gorgeous to elegant, sexy to girly, Wacoal has answers for all the needs that women seem to have in regards to lingerie. Wacoal’s products are renowned for their high-quality as most of the items are manufactured by hand using a special Japanese sewing technology. Wacoal offers new products every season with collections of bras, panties, and camisoles to even a collection for men as well as for children.

Address: 5-8-20 Ginza, Chuo-ku, Ginza Core Store B1F and 6-7-9 Ginza, Chuo-ku, Tokyo

3. Intimissimi, Omotesando 

Located on the busy main strip of Omotesando Hills, Italy’s famous brand, Calzedonia, opened its first Japanese location almost three years ago. Specializing in swimwear, beachwear, leggings, hosiery and socks, the brand has quickly grown and expanded throughout Japan now offering lingerie items in their other brand shops, Intimissimi. You can find everything from seamless bras to a full range of panty styles. They even carry a small collection for men as well as some pajama pieces for children.

Address: 6-3-9 Jingumae, Shibuya-ku, Tokyo

4. Premier Lingerie, Minami Aoyama 

Premier Lingerie is a small boutique lingerie shop in Minami Aoyama offering a beautiful selection of very sexy high-quality lingerie pieces but at affordable prices. Upon entering the elegant shop just off the main street of Kotto-Dori Aoyama, you are immediately welcomed by walls of beautifully displayed bras, corsets, and girdles – it’s hard to leave without picking out a few items. The staff are all well informed, giving you a customer experience which will make you feel like you are being taken care of each step of the way when choosing the right size, color, fit, and price point of your sexy undergarment purchase. Watch out for the sale corner – they often have some great steals – often light silk camisoles or even loungewear pants, all perfect for being comfortable but still in a sexy way.

Address: 6-2-2 Minamiaoyama, Minato-ku, Tokyo

5. Peach John, Ginza & Shinjuku 

Peach John is often described as Japan’s Victoria Secret. Originally a cute-sey bra and panty brand, over the years, it has become a brand that covers pretty much all things lifestyle  – comfy loungewear and PJs to sporty undergarments, very sexy lingerie sets, and even cosmetics. With the proper celebrity endorsements and advertising campaigns, Peach John has become a brand that is nationwide-known. And while they continue to offer their share of ribbon-adorned undergarments, they tend to stay away from the extra padding in bras and instead opt for smoother, barely-there designs. In fact, one of their top selling products is the ‘no-bra bra’ — a light and form-fitting piece that will make you forget you’re even wearing a bra while giving you the perfect silhouette.

Salon by Peach John Ginza
Address: 4-1-B1 Ginza, Chuo-ku, Ginza-ku, Tokyo

Peach John The Store Shinjuku
Address: Lumine Shinjuku 2, 2F, 3-38-2 Shinjuku, Shinjuku-ku, Tokyo

Lingerie is about getting intimate and feeling good in your own skin. Wearing the right lingerie can help you boost your confidence, will make your clothes fit better, and help you feel yourself. So take a stroll and head to any of those stores in search for the right fit! Xoxo

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