Young China Embraces Openness Through Lingerie Fashion

Forget everything you thought you knew about modesty in China. The younger generation is flipping the script, and lingerie fashion is at the heart of this quiet revolution. No longer just bedroom wear, lingerie has become a bold statement of self-expression, confidence, and body positivity — especially among Gen Z and young millennials.

I’ve been tracking Chinese fashion trends for over five years, from streetwear to sustainable labels, but nothing reveals cultural shifts quite like intimate apparel. And right now? Lingerie in China isn’t just trending — it’s transforming.

The Rise of Homegrown Lingerie Brands

Back in 2015, if you wanted stylish lingerie in China, your go-to was Victoria’s Secret or imported European brands. Fast forward to today, and homegrown labels like NEIWAI (内外), Ubras, and Miss Me are dominating e-commerce platforms. These brands aren’t copying Western styles — they’re redefining them with comfort-first designs, inclusive sizing, and messaging that speaks directly to Chinese women.

Take Ubras, for example. In 2023, they hit ¥1.8 billion in annual sales on Tmall alone, thanks largely to their wire-free bras and gender-neutral marketing. That’s not just impressive — it’s groundbreaking.

Why This Shift Matters

This isn’t just about fashion. It’s about freedom. For decades, discussions around women’s bodies were hushed. Now, young Chinese women are openly talking about fit, fabric, and how lingerie makes them feel — and brands are listening.

Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #我的内衣选择 ("my lingerie choice") have millions of views. Real women post unfiltered photos, reviews, and styling tips — normalizing the idea that underwear is personal, not private.

Comfort vs. Glamour: What Are Consumers Choosing?

To get a clearer picture, I analyzed customer reviews and sales data from three major brands across 2023. Here's what the numbers say:

As you can see, comfort is king — but there’s still room for flair. Even so-called "sexy" styles now prioritize soft materials and adjustable fits over rigid structures.

Breaking Taboos, One Bra at a Time

The real story behind Chinese lingerie brands isn’t just commerce — it’s culture. When NEIWAI launched its “No Body is New Body” campaign, celebrating diverse body types, it went viral. Not because it was shocking, but because it was long overdue.

These campaigns resonate because they align with a growing demand for authenticity. Young consumers don’t want airbrushed perfection — they want relatability.

What’s Next?

Looking ahead, I predict even more innovation in sustainable fabrics and inclusive marketing. We’re already seeing brands experiment with bamboo fiber and recycled lace. And as conversations around mental health and body image deepen, expect lingerie to play an even bigger role in personal empowerment.

So whether you're into minimalist basics or playful sets, one thing’s clear: lingerie fashion in China is no longer a whisper — it’s a declaration.