Intimate Apparel and Female Empowerment in China

Let’s talk about something that’s been quietly revolutionizing women’s lives in China — intimate apparel. No, this isn’t just about lace and fit (though those matter). It’s about how what women wear underneath is becoming a bold statement of self-expression, confidence, and yes — female empowerment.

In the past decade, China’s lingerie market has exploded. We’re talking from a $6 billion industry in 2015 to over $14 billion in 2023 (Statista). And it’s not just Western brands like Victoria’s Secret making waves. Homegrown players like NEIWAI (内外) and Ubras are leading a cultural shift — one bra at a time.

So what changed? Simple: Chinese women are redefining comfort, beauty, and ownership of their bodies. Gone are the days when bras were purely functional or designed for male gaze. Today, they’re personal. Emotional. Political, even.

The Rise of Comfort-First Lingerie

Take the rise of the soft bra or bralette. In 2022, Ubras reported a 300% year-on-year increase in sales of wire-free styles. Why? Because women are choosing comfort without sacrificing style. Platforms like Xiaohongshu (China’s Instagram-meets-Wikipedia) are flooded with posts using hashtags like #MyBodyMyRules and #NoMoreWire.

Here’s a quick look at how consumer preferences have shifted:

Notice the trend? It’s not just about selling more lingerie — it’s about selling a new mindset. Brands like NEIWAI built their entire identity around the slogan “True Beauty Comes From Within,” directly challenging old beauty norms.

Marketing That Speaks to the Soul

These brands aren’t just selling products — they’re building communities. NEIWAI’s 2021 campaign featured real women of all body types, ages, and skin tones — no retouching. The video went viral, racking up over 50 million views across platforms.

This authenticity resonates. A 2022 McKinsey report found that 68% of Chinese women aged 18–35 said they’re more likely to buy from brands that promote body positivity.

Empowerment = Smart Business

It turns out, standing for something sells. Ubras partnered with female entrepreneurs and artists for limited-edition collections. NEIWAI launched mental health webinars and partnered with NGOs supporting women’s rights.

And the numbers don’t lie: Ubras hit $200 million in GMV during Singles’ Day 2022 — all without a single supermodel runway show.

What’s Next?

The future of intimate apparel in China isn’t just inclusive — it’s intelligent. Think smart fabrics that track posture, biodegradable materials, and AI-driven fit recommendations. But more importantly, it’s a future where women aren’t dressing to impress others — but to feel powerful on their own terms.

So next time you think about lingerie, remember: it’s not just fabric. It’s freedom. It’s voice. It’s female empowerment stitched into everyday life.