If wearing a matching bra and underwear is an indication of self-love, then North American women have a long way to go… we thought it was only the French that dared not leave their home without matching their bra and underwear.

Not so…

According to a study commissioned by British lingerie brand Ultimo 85% of women in the UK love to coordinate their lingerie; blowing away the myth that only the French care if they match.

Michelle Mone, founder of Ultimo, said: “Wearing matching lingerie is a fantastic way to start the day, boosting your confidence and making you feel super sexy. I never leave the house unless I’m completely coordinated.”

“French women would never be seen dead in mismatched lingerie, so it’s great to see women in the UK catching up,” she added.

Catching up to French women, that is!

Our Facebook post on the UK women study got a quick response from lingerie retailer Verena Lingerie “Now we just need North American women to.”

And it’s not just because we want to sell more matching sets…


Whether or not a woman wears a matching bra and underwear might actually be an indication of  how she feels about her body, her self image, and her self-worth.

In her book La Seduction: How the French play the game of life,  former Paris bureau chief of The New York Times Elaine Sciolino explains what she perceives to be the thoughts of French women when they put on their lingerie.

“I am on a high plane, in control of my destiny and my beauty.  I am not easy to attain.  Do you think you are up to my standard?  If no, stay away. If yes, come and try to get me.”

While there are no recent statistics to be found on the matter on American lingerie matching, the understanding is that overall, North American women don’t approach the day with the feeling “Do you think you are up to my standard?”   In fact, many American women feel the opposite.

A Glamour magazine survey of 3000 women found that 97% were more likely to be cruel to their bodies than praise them.  “It’s become such an accepted norm to put yourself down that if someone says she likes her body, she’s the odd woman out. I was in a group discussion recently, and when one woman said, ‘I actually feel OK about the way I look,’ another woman scrunched up her face and said, ‘I have never in my whole life heard anyone say that—and I’m not sure I even believe you.’ That’s how pervasive this negative body talk is. It’s actually more acceptable to insult your body than to praise it.”

It’s a completely different mindset. The French woman thinks “I’m a goddess” while low self esteem has the North American woman finding reasons to hate her body.

Alas, what does this have to do with a matching bra and underwear?

A goddess always matches. She feels worthy. A woman who doesn’t like her body does not.


A matching  bra and underwear helps start the day with an attitude of self-love and body adornment, making a woman feel deserving of beautiful things, and being treated with respect and love. While there’s plenty of American girl-power rhetoric out there, there’s still an overall failure to embrace the strength of femininity in and of itself as beautiful and deserving of love and respect.

A matching bra & underwear says: “I love my body. I love myself.” – And that means you should too.


Don’t think you can afford to wear matching bra and panties every day?

Nobody has as many bras as panties. So how do you end up with a lingerie drawer full of matching ones?

Just double or triple up on panties to match each bra! Don’t ever just buy one panty when you buy a matching set. “Near-matching” is fun too. If there’s a pattern with black or green in the bra, wear a black pantie with it.