Luxury Comfort and Identity in Chinese Lingerie Trends
- 时间：
- 浏览：13
- 来源：CN Lingerie Hub
If you're into fashion—or even just pay attention to what people are wearing these days—you've probably noticed a shift in the lingerie game across China. It’s no longer just about function or modesty; today’s Chinese consumers want luxury comfort, personal expression, and a touch of identity in their intimate wear. As a lifestyle blogger who’s been tracking Asian fashion trends for over five years, I’ve seen this evolution firsthand.
Let’s break it down: In 2020, only 12% of urban Chinese women prioritized 'design' when buying lingerie. Fast forward to 2023, and that number jumped to 38%, according to a McKinsey report. Why? Because brands like NEIWAI (内外) and Ubras are redefining what comfort means—merging minimalist aesthetics with high-tech fabrics.
Take a look at this comparison of top lingerie brands shaping the market:
| Brand | Founded | Price Range (RMB) | Key Selling Point |
|---|---|---|---|
| NEIWAI | 2012 | 150–400 | Luxury comfort, gender-neutral styles |
| Ubras | 2016 | 99–300 | Wireless innovation, e-commerce focus |
| Aimer | 1999 | 200–600 | Traditional luxury, wide retail presence |
| Maniform | 1998 | 100–350 | Youth-centric designs, social media savvy |
What stands out? Luxury comfort isn’t about price tags anymore—it’s about how the fabric feels, how inclusive the branding is, and whether the product aligns with your self-image. NEIWAI, for example, built its entire identity around emotional wellness and body positivity, which resonates deeply with millennials and Gen Z.
Another big trend? The rise of identity-driven lingerie. Women aren’t just buying bras—they’re choosing statements. Ubras’ 2022 “No Label” campaign went viral on Weibo, challenging traditional gender norms and promoting self-definition. That campaign boosted their Q2 sales by 67% year-on-year.
But here’s the real insider tip: if you're shopping for quality lingerie in China, skip the imported Western brands for now. Sure, Victoria’s Secret has a presence, but they’ve struggled to adapt—sales dropped 21% from 2021 to 2023. Local brands understand the demand for breathable cotton-modal blends and seamless designs tailored to Asian body types.
In short, the Chinese lingerie market is no longer following global trends—it’s setting them. Whether you value sustainability, inclusivity, or just really soft fabric, there’s never been a better time to explore what’s on offer. Stay comfy, stay confident.