Exclusive Interview with a Chinese Lingerie Designer

If you’ve ever scrolled through lingerie online and thought, “Why does everything look the same?”—you’re not alone. As someone who’s been deep in the intimate apparel scene for over a decade, I recently sat down with Lena Zhao, a rising star in Chinese lingerie design, to uncover what’s really shaping the future of this bold, beautiful industry.

Lena started her label in Shanghai five years ago, and today, her pieces are worn from Chengdu to Copenhagen. But what sets her apart isn’t just aesthetics—it’s philosophy. “Western brands often design for fantasy,” she told me, sipping oolong in her atelier. “We design for real bodies, real lives.”

The Data Doesn’t Lie: Asian Fit vs. Western Fit

One major pain point? Fit. A 2023 survey by Intimate Apparel Asia found that over 68% of women in East Asia felt standard international bra sizes didn’t match their shape—especially in cup depth and band width.

See the difference? Most global brands still optimize for higher projection and wider bands—leaving many Asian customers with gapping or digging. Lena’s solution? Modular sizing. Her bras come in three gore heights and two cup depths per band size. It’s like custom tailoring, but scalable.

Comfort Is the New Sexy

Gone are the days when lace meant suffering. In fact, 79% of consumers in China now prioritize comfort over traditional “sexy” elements like underwire or sheer mesh (McKinsey, 2024). Lena’s bestseller, the Cloud Hug bra, uses a bamboo-silk blend with zero wires and a four-way stretch. And sales? Up 220% year-over-year.

But it’s not just about softness. “Support without squeeze—that’s the goal,” she says. Her hidden secret? A patented inner sling made from recycled elastic fibers, giving lift without pressure points.

Sustainability That Actually Scales

Let’s talk green. While many lingerie brands in China claim sustainability, few deliver. Lena’s factory runs on solar power, uses waterless dye tech, and recycles 92% of fabric scraps into lining pads. Compare that to the industry average of 38% waste recycling—and you’ve got a game-changer.

Here’s how her eco-impact stacks up:

That’s not just marketing—that’s measurable impact.

The Global Takeaway

So what can international shoppers learn? First, fit is personal. Second, comfort and style aren’t opposites. And third, true innovation happens when culture meets craftsmanship.

Lena’s brand isn’t trying to beat Victoria’s Secret at its own game. She’s rewriting the rules entirely. As she puts it: “Lingerie should make you feel like yourself—just more confident.”