Fashion Forward New Directions in Chinese Intimates

If you're into lingerie that blends comfort, style, and innovation, you’ve probably noticed the Chinese intimates market heating up. I’ve been tracking this space for years, and let me tell you — China isn’t just copying Western trends anymore. They’re setting them.

Gone are the days when Chinese underwear meant basic cotton bras from mass retailers. Today, brands like NEIWAI (内外), Ubras, and Miss Second are redefining what it means to wear intimate apparel — with a focus on minimalism, sustainability, and body positivity. In fact, according to Euromonitor, the Chinese intimates market hit $12.8 billion in 2023, growing at nearly 7% annually. That’s not luck — it’s strategy.

What’s driving this shift? Three big things: tech fabrics, inclusive sizing, and direct-to-consumer (DTC) models. Let’s break it down.

The Rise of Zero-Feeling Bras

You’ve heard of “athleisure,” right? Well, meet “inti-leisure” — the trend of wearing bras that feel like nothing. Ubras pioneered the zero-feel bra, made with seamless, stretchable microfiber that moves with your body. No wires, no padding, no discomfort. In 2022, Ubras sold over 6 million units during Singles’ Day alone. That’s massive.

But it’s not just about comfort. These designs cater to real lifestyles — remote work, yoga, travel. And they’re backed by serious R&D. NEIWAI, for example, uses bamboo-based fibers that are breathable and eco-friendly. Their customer retention rate? Over 45% — proof people aren’t just buying once; they’re staying loyal.

Inclusivity That Actually Works

Western brands still struggle with size ranges beyond 36DD. Meanwhile, Chinese brands are launching bras in sizes up to E-cup as standard. Miss Second even offers a custom-fit line using AI-powered body scanning. Now that’s innovation.

Check out how these top three brands compare:

As you can see, there’s something for every preference — whether you care most about price, fit, or planet.

Why This Matters for Global Shoppers

You don’t need to live in Shanghai to benefit from these trends. Many Chinese intimates brands now ship internationally or partner with global platforms like Amazon and YesStyle. Plus, with social media reviews and YouTube try-ons, it’s easier than ever to find your perfect match.

My advice? Start with a bestseller — like Ubras’ Zero Feel Bra or NEIWAI’s Cloud Bra. Try it for a week. Wear it under everything. If you forget you’re wearing it? That’s the point.

The future of lingerie isn’t stiff cups or push-up padding. It’s freedom, fit, and fabric that makes sense. And honestly? China’s leading the way.