We make bras that LOVE YOUR BODY.

Since 1939, Leading Lady has been a trusted national brand dedicated to designing bras that women truly love to wear. With decades of experience in intimate apparel, we combine technical expertise with thoughtful design to create styles that fit beautifully and feel just right through every stage of life.

At Leading Lady, we believe great bras begin by listening. Customer feedback plays an important role in our design process, whether we’re introducing something new or refining existing styles to better meet the needs of the women who wear them. Our mission is to solve the everyday challenges women face in the intimate apparel industry through smart, solution-focused design.

From padded straps that ease pressure, to extra-wide bands that enhance stability, to innovative multi-size cups that adapt to a woman’s changing body, every detail is considered with purpose. Our bras are designed to deliver reliable comfort, thoughtful construction, and lasting quality across a wide range of sizes and silhouettes.

Throughout the development process, our team conducts ongoing fittings to ensure each style is carefully tailored for real bodies and real life. Today, our collection includes styles for every preference and need—from front-closure and wireless bras to smooth t-shirt bras, full-coverage essentials, and delicate lace and mesh designs. 

We invite you to join our Leading Lady family, because we believe every body deserves to feel supported, confident, and included.