It may sound obvious, but always find out your partner's lingerie sizing before you go shopping. "If you are really unsure, opt for a baby doll or slip to ensure an embarrassment-free Valentine's Day," says Sarah Shotton, creative director of luxury lingerie label Agent Provocateur.
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Bypass boring
"Avoid buying white cotton for women!" adds Shotton. The same goes for flesh tones and styles that say 'practical' as opposed to 'present', like T-shirt bras and seam-free briefs. Those might be the things she buys for herself, but they're not necessarily what she wants to receive as a gift.
Focus on fabric
Similarly, avoid cheaper, scratchy fabrics like nylon and polyester if you can. "Every woman loves the sensual feel of silk, so glamorous lingerie from our exclusive Rosie for Autograph range is the perfect treat," recommends Soozie Jenkinson, head of lingerie design at Marks & Spencer.
Name your price
"There are so many great options out there at different price levels now that there's no excuse to buy anything less than beautiful anymore," says Shotton. "We have our mainline Agent Provocateur collections but we also have our new brand L'Agent which is designed by Penelope and Monica Cruz that offers some really beautiful sets for a much lower price point."
Stella McCartney's lingerie collection is also perfectly priced for a special gift, as are Ell & Cee's delicate offerings, Gilda & Pearl's hand-finished beauties and Damaris's sweet little-sister brand Mimi Holliday. On the high street, Topshop , &OtherStories and ASOS.com have great, super-affordable sets.
Think for two
"It's important to buy lingerie that you will both like as you want your partner to get as much wear out of the gift as possible," advises Shotton, "but bear in mind her tastes and find out her favourite colours or materials if you can."
Don't be afraid to ask for help
Though the thought of asking for help selecting underwear for your significant other may be mortifying, it really could save you a whole lot of bother come Valentine's Day - particularly if you haven't done your research. "Agent Provocateur boutique staff love to offer advice to make sure you chose the right gifts and interact with female customers every day and so are aware which lingerie sets suit certain skin tones and hair colourings," assures Shotton.
Sexy Lingerie Outlet Online
But lingerie isn't the only option
If the world of lingerie is boggling your mind, think outside the box and instead opt for luxurious lounge or nightwear. "This year, boyfriend styled pjs in silk and satin are bang on trend," says Jenkinson. "If she simply loves flirty nightwear then our feminine negligees will hit the mark."
And if you're still stuck…
"I think black lace is always a great option as it's normally very flattering and can be worn on an everyday basis," says Shotton.
"You can never go wrong with knickers," advises Soozie Jenkinson. "Knickers make a very cheeky Valentine's gift, from Brazilians to boy shorts, fun floral prints to bright colour pops, we have a knicker to fit and flatter every woman's shape and suit her style."
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