China's Rising Design Led Intimate Brand Movement Embracing Slow Fashion Values
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- 来源：CN Lingerie Hub
If you’ve been scrolling through indie fashion circles lately, you might’ve noticed a quiet revolution brewing — one stitched with intention, ethics, and seriously sleek aesthetics. Welcome to the rise of China’s design-led intimate apparel brands, where slow fashion isn’t just a buzzword; it’s the blueprint.
Gone are the days when ‘made in China’ meant mass production and questionable labor practices. Today, homegrown labels like NEIWAI (内外), Ubras, and Curélia are redefining what lingerie means in the Chinese market — comfort-first, body-inclusive, and deeply sustainable. And they’re doing it without copying Western trends.
So what’s fueling this shift? Let’s break it down with real data.
The Data Behind the Shift
A 2023 report by McKinsey highlighted that 68% of urban Chinese women aged 25–40 now prioritize comfort over sex appeal when buying bras — a complete reversal from a decade ago. Meanwhile, the domestic intimate wear market hit ¥175 billion (~$24.3B USD) in 2023, growing at 9.2% annually, with independent and DTC (direct-to-consumer) brands capturing nearly 30% of that share.
| Brand | Founded | Core Value | Price Range (CNY) | Sustainability Practice |
|---|---|---|---|---|
| NEIWAI | 2012 | Genderless Comfort | 199–499 | Oeko-Tex certified fabrics, plastic-free packaging |
| Ubras | 2016 | No-Wire Innovation | 99–399 | Recycled nylon, carbon footprint labeling |
| Curélia | 2020 | Luxury Minimalism | 599–1,299 | Deadstock fabric use, local production |
What stands out? These brands aren’t chasing fast fashion cycles. NEIWAI, for example, releases only 2–3 core collections per year and focuses on timeless silhouettes. Ubras made headlines with its ‘zero-feeling’ bra, selling over 15 million units in 2022 alone — all while publishing annual sustainability reports.
Why This Matters for Global Slow Fashion
China’s new-gen lingerie brands are proving that ethical production and profitability can coexist — without relying on Western validation. They speak directly to local values: modesty, practicality, and long-term wearability. No lace overload. No unrealistic shaping. Just well-made pieces designed for real lives.
And consumers are voting with their wallets. In 2023, NEIWAI reported a 40% year-on-year increase in repeat customers, while Ubras became the #1 best-selling intimate brand on Tmall during Singles’ Day — outselling Victoria’s Secret by 3x in unit volume.
This isn’t just about underwear. It’s a cultural reset. As more Chinese designers embrace slow fashion values, they’re setting a new global standard — one where quality, ethics, and authenticity wear the crown.