It wouldn’t be Valentine’s without red lace, suspender belts, and some serious seduction energy. But in 2026, not all lingerie campaigns are created equal.
Some brands are going all in, crafting cinematic, seductive stories that stay with you long after February 14th. Others? More like a product drop with mood lighting.
We’re breaking down this year’s biggest lingerie campaigns — from Boux Avenue’s Moulin Rouge-inspired Tunnel of Love, to Ann Summers’ more muted Do Not Disturb rollout. And of course, we’re revisiting the one campaign that still rules them all over a decade later…
Lingerie isn’t just underwear. It’s a mood. A power move. A full-on statement of intent, especially when Valentine’s Day rolls around. Some brands tap into fantasy, drama, and seduction. Others play it safe with recycled lace and basic lighting. So we’re asking the real question… who’s actually bringing the heat this year?
Let’s break it down.
The Icon: Rosie x Agent Provocateur – “Don’t Forget Valentine’s”
Before we get into 2026’s best lingerie moments, we need to pay tribute to the one campaign that still sets the bar. In 2012, Rosie Huntington-Whiteley stepped into a smoky Parisian set wearing pillar-box red lingerie and delivered the now iconic line: “Love me tender… or else.”
Rewatch it now and remind yourself what lingerie campaigns used to be.
This short film didn’t just promote underwear. It gave us character, mood, power, and play. It felt cinematic. It felt expensive. And it was sexy without trying too hard. Over a decade later, brands are still trying to recapture that energy.
The Contender: Boux Avenue – “Tunnel of Love” (2026)
This year, Boux Avenue came the closest to delivering a modern Valentine’s fantasy. Their “Tunnel of Love” campaign leans fully into the theatrical, glamorous, and unapologetically sexy.
We’re talking corsetry, heart embroidery, sheer mesh, leg harnesses, and rich shades of pillar-box red, berry, blush, and black. The styling pulls from Moulin Rouge, burlesque, and Parisian boudoir vibes, and the result is bold without being cliché.
Key pieces include the Angelique Set with broderie anglaise trim and leg harnesses, and the Vivienne Set, which plays with 3D floral embroidery in soft pinks and reds. Even better, it’s not just size-inclusive, it’s also visually confident. The campaign centres on empowered seduction, and it doesn’t hold back.
Best for: The fashion lover who wants lingerie that feels like a catwalk look under their clothes.
The High Street Flirt: Ann Summers – “Do Not Disturb”
Ann Summers has gone with a more muted vibe in 2026, launching their “Do Not Disturb” Valentine’s campaign across lingerie and toys. The tagline promises “confidence, desire, and iconic moments you’ll want to replay again and again.”
But here’s the thing. The visuals feel more e-commerce than escapism. Unknown models. Generic lighting. Standard red-and-black edits. It works, but it doesn’t wow.
If Agent Provocateur gave us cinema and Boux Avenue gave us theatre, Ann Summers is the affordable hotel room with the lights dimmed. Not bad. Just not memorable.
That said, their range is still full of cheeky cuts, crotchless styles, lace bodysuits, and playful sets that deliver for the price point.
Best for: Quick thrills. Budget-friendly roleplay. Or a last-minute purchase with same-day delivery.
Honey Birdette – “F*ck Flowers. Choose Lingerie.”
Never one to whisper when they can shout, Honey Birdette’s Valentine’s campaign goes straight for the jugular with the message:
“F*ck Flowers. Choose Lingerie.”
And honestly? They understood the assignment. The Clara set, shown in full bubblegum pink glory, is what happens when bondage meets Barbiecore. Satin ribbon wraps every curve, bows tie at the thighs, and the overall effect is part pin-up, part power play.
This is not lingerie for the faint-hearted. It’s for the one making the rules, setting the mood, and probably ignoring your texts from a four-poster bed.
Best for: Maximum impact. Maximum drama. Maximum ribbons.
The Verdict
- Most Iconic: Rosie x Agent Provocateur. Still unbeaten.
- Most Stylish in 2026: Boux Avenue’s Tunnel of Love. Fashion-forward, luxe, and sexy.
- Most Accessible: Ann Summers. Affordable, easy, and always down for a good time.
- Most Extra (In the Best Way): Honey Birdette’s Fck Flowers Campaign*. Maximalist ribbons, bubblegum bondage, and attitude for days.
Whatever your vibe this Valentine’s Day, there’s a lingerie mood for it. Just don’t forget — it’s not about who’s wearing it, it’s about how it makes you feel.
Other Valentine’s Lingerie to Shop
Looking to cast your net wider? Here are more standout collections worth exploring this Valentine’s Day.
Savage X Fenty – Love So Savage Collection
Rihanna channels goddess vibes with Aphrodite-inspired lace, robes, and bold prints. Inclusive sizing and serious attitude.
From silk sets to flirty lingerie and cosy loungewear, Skims serves comfort and seduction in equal measure.
Victoria’s Secret – Valentine’s 2026 Collection
Hailey Bieber fronts this season’s dreamy campaign featuring romantic reds, floral lace, and playful classics.
Calvin Klein – Limited-Edition Valentine’s Capsule
Think minimal, modern, and effortlessly sexy. Matching sets, prints, and staples for day-to-night comfort.
Spanx – Day to Date Night Edit
Shaping meets seduction in this new collection of lace-trimmed bras, bodysuits, and flattering silhouettes.
