Vanity Fair
An American lingerie and intimate-apparel brand known for bras, panties, shapewear, and sleepwear, founded in 1919 and now part of Fruit of the Loom.
Last updated November 4, 2026
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Overview
Vanity Fair is an American intimate-apparel brand whose principal business is the design, marketing, and sale of women's bras, panties, shapewear, sleepwear, and related foundational garments. It is distinct from the similarly named Vanity Fair magazine and from other historical uses of the Vanity Fair name. The brand is associated with practical, comfort-oriented lingerie sold primarily through department stores, mass retailers, specialty retailers, and e-commerce channels. The brand's roots date to the early twentieth century, when Vanity Fair Mills developed as a U.S. textile and underwear manufacturer. Its name became associated with commercially produced women's lingerie, particularly bras and panties distributed through broad retail networks. Over time, Vanity Fair expanded beyond basic underwear into sleepwear, camisoles, shapewear, and other apparel intended for everyday use. Its product strategy has generally emphasized fit, support, comfort, size breadth, and accessible pricing rather than luxury positioning. Vanity Fair became part of the portfolio of VF Corporation, the U.S. apparel group that historically owned a wide range of clothing and intimate-apparel businesses. In 2007, VF Corporation sold its intimate-apparel operations, including the Vanity Fair brand, to Fruit of the Loom. Fruit of the Loom subsequently operated Vanity Fair within its branded-apparel portfolio. Fruit of the Loom is owned by Berkshire Hathaway, making Vanity Fair an indirectly controlled brand of Berkshire Hathaway rather than an independently listed company. The brand's assortment has included full-coverage and wire-free bras, underwire bras, minimizer and smoothing styles, everyday panties, camisoles, shapewear, robes, pajamas, and other sleep or lounge products. Its best-known positioning is functional everyday intimate apparel, with products designed for consumers seeking dependable support and comfort across a broad range of sizes. Distribution and assortment have varied by retailer and market, and the brand's retail presence has included major U.S. department stores, mass merchants, and online sellers. Vanity Fair remains an active brand within Fruit of the Loom's intimate-apparel business. Public information about the brand is more limited than information available for its parent companies, and the brand does not publish a separate stock listing or comprehensive standalone financial reporting. Its current identity is therefore best understood as a consumer-facing lingerie label within a larger privately managed operating portfolio, rather than as a separately incorporated public apparel company.
History
Vanity Fair emerged from the American textile and underwear-manufacturing industry in the early twentieth century. The brand's documented origins are commonly associated with Vanity Fair Mills, established in 1919. Its early development took place during a period when U.S. textile companies were moving from general fabric production toward branded ready-to-wear undergarments and other consumer products. During the first half of the twentieth century, Vanity Fair developed a reputation in women's underwear and lingerie. The business benefited from changes in materials, manufacturing, and retail distribution, including the growing use of synthetic fibers and the expansion of department stores and national retail chains. Its products were positioned for regular use rather than as highly specialized or luxury garments. Bras, panties, slips, and other foundational clothing became the core of the brand's identity. The brand later became part of VF Corporation, a diversified American apparel group whose portfolio included jeans, outdoor clothing, workwear, intimate apparel, and other consumer brands. Within VF, Vanity Fair operated alongside other lingerie labels and contributed to the company's intimate-apparel segment. The broader VF ownership period gave the brand access to the resources of a large apparel company, including sourcing, merchandising, distribution, and retail relationships. In 2007, VF Corporation sold its intimate-apparel business to Fruit of the Loom. The divestiture included Vanity Fair and other intimate-apparel brands and was part of VF's effort to focus its portfolio on businesses more closely aligned with its principal strategic categories. After the transaction, Vanity Fair became part of Fruit of the Loom's branded-apparel operations. Fruit of the Loom is controlled by Berkshire Hathaway, which acquired Fruit of the Loom in 2002. Under Fruit of the Loom, Vanity Fair continued as a women's intimate-apparel label. Its assortment developed around bras, panties, shapewear, sleepwear, and related comfort products. The brand has been particularly associated with full-coverage and supportive bra designs, everyday panties, wire-free options, smoothing garments, and products offered in a broad selection of sizes. Its retail model has generally relied on third-party retailers and e-commerce rather than a large independently operated store network. Vanity Fair's contemporary positioning is functional and accessible. It competes in a segment where consumers often prioritize comfort, fit, support, durability, coverage, and price over runway fashion or luxury branding. The brand's products have appeared through department stores, mass merchants, specialty retailers, and online channels, with the precise assortment varying by retailer and season. Because Vanity Fair is a brand within Fruit of the Loom rather than a separately listed corporation, standalone financial data, executive information, and detailed corporate disclosures are limited. The brand remains active, but its business should be analyzed as part of Fruit of the Loom's intimate-apparel portfolio and, indirectly, Berkshire Hathaway's consumer-products holdings.
- 2007
Vanity Fair transferred to Fruit of the Loom
[2]VF Corporation sold its intimate-apparel business, including Vanity Fair, to Fruit of the Loom.
- 2002
Fruit of the Loom joins Berkshire Hathaway
[3]Berkshire Hathaway acquired Fruit of the Loom, establishing the ownership structure under which Vanity Fair would later operate.
- 1960
Introduction of bold patterns and colors in intimates
[6]In the 1960s, Vanity Fair introduced bold patterns and colors in intimates. During the 1950s-1960s, famed fashion photographers Richard Avedon, Mark Shaw and Melvin Sokolsky shot iconic fashion photos for its national advertising campaigns.
- 1953
First to introduce Leopard Print in intimate apparel
[6]In 1953, Vanity Fair was first to introduce Leopard Print in intimate apparel.
- 1950
First to introduce Crystal Pleating
[6]In the 1950s, Vanity Fair was first to introduce Crystal Pleating.
- 1942
First to use live showroom models
[6]In 1942, Vanity Fair was first to use live showroom models.
- 1930
Pioneered intimate apparel advertising
[6]In the 1930s, Vanity Fair pioneered intimate apparel advertising.
- 1920
First to introduce Silkenese
[6]In the 1920s, Vanity Fair was first to introduce Silkenese.
- 1919
Vanity Fair Mills established
[1]Vanity Fair's origins are associated with the establishment of Vanity Fair Mills in the United States and the development of a branded underwear-manufacturing business. The brand was born out of the vision of founder John Barbey, who believed lingerie should be both fashionable and functional.
Products and positioning
Accessible, comfort-focused everyday intimate apparel with an emphasis on support, fit, coverage, and practical wearability; fashionable, quality lingerie that is both fashionable and functional.
Intimate apparel
Bras
Bras are the brand's central product category. The assortment has included full-coverage, wire-free, underwire, minimizer, smoothing, and other everyday support designs. Product features commonly focus on comfort, fit, coverage, adjustable construction, and suitability for extended daily wear.
Intimate apparel
Panties
Vanity Fair panties are designed as complementary everyday underwear, with styles varying by rise, leg line, coverage, fabric, and construction. The category has included briefs and other practical silhouettes intended to provide comfort, smoothing, and dependable wear across different outfits.
Foundation garments
Shapewear
The brand's shapewear range extends its foundation-garment offering beyond conventional underwear. These products are intended to smooth or support the torso, waist, hips, or lower body beneath clothing, with the level of compression and coverage varying by style.
Sleepwear
Sleepwear and robes
Vanity Fair has also offered pajamas, robes, and related sleep or lounge garments. These products broaden the brand from intimate basics into at-home apparel while retaining its emphasis on comfort, easy wear, and practical styling.
Beauty Back® Underwire Smoothing Bra
Illumination® String Bikini
Beauty Back® Full Figure Underwire Minimizer
Perfectly Yours® Lace Nouveau Full Brief
Flattering Lace® Hi-Cut
Perfectly Yours® Tailored Cotton Full Brief
Intimate apparel
Camisoles
Intimate apparel
Slips
Brand decisions
2007
Divestiture of the intimate-apparel businessM&ABackground
VF Corporation reviewed its portfolio and elected to sell its intimate-apparel operations, which included the Vanity Fair brand, to Fruit of the Loom.
Action taken
Fruit of the Loom acquired the intimate-apparel business and incorporated Vanity Fair into its branded-apparel operations.
Aftermath
Vanity Fair ceased to be a VF Corporation brand and continued under Fruit of the Loom, which is owned by Berkshire Hathaway.
Recent events
Reported
Vanity Fair Lingerie and Cosmopolitan announce launch event collaboration[7]
Vanity Fair Lingerie announced that it would team with Cosmopolitan to host an intimate launch event in New York City on November 5, 2026.
Reported
Vanity Fair Lingerie announces Flawlessly Smooth Underwire Bra[7]
Vanity Fair Lingerie announced the launch of its new Flawlessly Smooth Underwire Bra, designed to provide all-over smoothing, supportive shaping and all-day comfort.
Sources7 sources
- 1Vanity Fair (lingerie)en.wikipedia.org
- 2Berkshire Hathaway 2007 Chairman's Letterberkshirehathaway.com
- 3Berkshire Hathaway 2002 Annual Reportberkshirehathaway.com
- 4Fruit of the Loom corporate informationfotlinc.com
- 5Vanity Fair Lingerie | Women's Underwear, Bras, and Shapewear for Comfort and Confidencevanityfairlingerie.com
- 6Our Brand | Vanity Fair® Lingerie Official Sitevanityfairlingerie.com
- 7Vanity Fair Lingerie与Cosmopolitan宣布合作举办新品发布活动prnewswire.com
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