Ahead of Valentine’s Day, underwear experts have revealed insight into the lingerie that women really want, and it seems that the big knickered heroine Bridget Jones could be influencing British women.
Almost four in five British women (78%) have watched a Bridget Jones movie¹ and despite the first film being released almost 25 years ago, the lead character’s charm has captivated generations of British women. Almost two-thirds of women say they’re hoping to watch the latest instalment in the series, Mad About The Boy.
Known for her chaotic love-life, quirky individuality and infamous big knickers, Bridget Jones is widely relatable – with over half (52%) of British women saying they relate to her character. Perhaps it’s no coincidence that UK Google searches for ‘big knickers’ are up 51% in the last three months, ahead of the latest film release².
The sexy thong versus big knickers debate is one that divides opinion amongst women – with 77% preferring a full coverage pant over a thong style, according to a recent study by lingerie retailer Victoria’s Secret³. Those aged 18-30 were most conflicted on their coverage preference, with just over half (51%) favouring a brief or high waisted pant.
Those between the ages of 31-45 were steadfast in their love of a big knicker, with four in five (81%) choosing it over a thong or G-string pants.
Commenting on the ‘big knickers’ trend, a UK lingerie expert at Victoria’s Secret has shed some light on why we’re preferring more coverage when it comes to pants:
“Whilst minimal coverage styles like thongs and G-string knickers will always have their place, we’re seeing a growing love for full-coverage, high waisted briefs that offer both comfort and style.
In terms of what’s causing the trend, the lingerie expert shares:
“There’s definitely been a revival of classic, retro-inspired lingerie. Just like fashion trends from the 90s and early 2000s are making a comeback, so are high-waisted briefs. They offer a timeless, flattering fit that many people are loving right now.
“Lingerie trends are always evolving, and currently, there’s a clear shift towards comfort and practicality. High-waisted, full-coverage styles are having a moment, and it’s great to see people embracing what makes them feel good. Whether it’s for support, comfort, nostalgia, or just personal preference, this trend proves that confidence comes in many forms.”
Most popular pant preferences by style
High-waisted knickers and briefs are the joint most preferred style of pants, with over half (54%) of women listing them as their favourite. Brazilian knickers, which are more of a mid-coverage style, were also preferred over a thong style. G-strings were the least preferred overall, with only 2% of women considering them their favourite style.
| Ranking | Style |
| #1 | High waisted |
| #1 | Briefs |
| #3 | Brazilian |
| #4 | Thong |
| #5 | Boy shorts |
| #6 | Bikini |
| #7 | Cheeky |
| #8 | G-string |
Victoria’s Secret confirms the big knickers trend, having seen a 153% increase in searches for ‘briefs’ on-site in the last year. Similarly, ‘cheeky knickers’ searches have tripled, increasing by 205% compared to this time in 2024.
How to find the right underwear style for you
Victoria’s Secret UK have shared their top tips on finding the right underwear style for you, for any occasion:
- Decide what matters most to you
“If what you want out of your underwear is comfort, a high-waisted, full-coverage brief or boyshort might be the best choice. If you like to wear tight clothing and want your knickers to go undetected, a seamless style or thong would be the best option. If smoothing and support is important to you, look for shapewear briefs or structured high-waisted styles. It might be that you want a mix of all to give you the best option for all occasions.
- Choose the right fabric
“One of the most important things to consider when buying underwear is the fabric. Cotton is great for everyday wear and breathability and is used for lots of different styles so it can be a really versatile option. If you want a super feminine style, lace or satin make beautiful choices. Seamless styles are perfect for a smooth finish under clothes and often feel really comfortable against the skin.
- Fit to your body
“It’s easy to opt for your usual size in any style but it’s worth trying underwear on in store if possible to ensure it fits perfectly. Sizing can vary by brand but the key is to make sure the waistband and leg sit comfortably without digging in. If you find your knickers shifting or rolling down regularly, you may want to consider a different rise or fit.
- Consider your lifestyle
“If you’re active and like working out or playing sports regularly, choosing moisture-wicking, breathable fabrics in unrestrictive styles is important. A seamless, no-VPL pant makes a great choice for active days and also works well under tight-fitting sportswear. For special occasions you might want to opt for a lace or satin underwear set as they can feel more elegant and dressy.
- Confidence is key
“Ultimately whichever style you like and that fits best is going to make you feel most confident. Ensuring you’re comfortable in the lingerie style you’re wearing is the most important thing, so if that means donning big knickers like Bridget Jones, go for it!”
For more lingerie inspiration or to shop different knicker styles, visit the Victoria’s Secret website.
