Lingerie as Expression in Chinese Cultural Transformation

In the past decade, lingerie in China has shifted from a closeted secret to a bold statement of self-expression. As someone who’s been tracking fashion trends across Asia for over 12 years — from Shanghai runways to Guangzhou e-commerce hubs — I’ve watched this transformation unfold in real time. What was once purely functional is now deeply personal. Lingerie isn’t just about what you wear under your clothes; it’s about how you see yourself.

Take comfort, for example. A 2023 McKinsey Consumer Report found that 68% of urban Chinese women aged 18–35 prioritize comfort over traditional shaping features when buying bras. That’s a massive shift from 2015, when only 41% said the same. Why? Because younger generations are rejecting rigid beauty standards and embracing body positivity. Brands like NEIWAI (内外) and Ubras have capitalized on this, pushing campaigns with slogans like “Comfort is the New Sexy” and featuring unretouched models of all sizes.

Let’s break down some key data:

This table shows more than sales — it reflects a cultural pivot. Lingerie is no longer just intimate apparel; it’s identity wear. And social media is fueling the fire. On Xiaohongshu (Little Red Book), hashtags like #MyLingerieStory have over 40 million views, with users sharing photos, reviews, and personal journeys around body confidence.

But here’s where it gets interesting: Western brands often miss the mark. Victoria’s Secret entered China with their classic ‘angel’ aesthetic but struggled to connect. Why? Because they treated Chinese consumers like global clones, not cultural individuals. In contrast, Ubras launched a 2022 campaign titled “I Wear What I Want,” which went viral by centering real women — office workers, mothers, artists — talking about freedom, not fantasy.

The message is clear: Chinese women aren’t looking for unattainable glamour. They want authenticity. They want choice. And they’re voting with their wallets. By 2025, Statista projects the Chinese lingerie market will hit RMB 180 billion, with 70% driven by digitally native, values-led brands.

So if you're entering this space — whether as a brand, designer, or conscious consumer — remember: today’s lingerie is less about lace and more about liberation. It's not just fabric; it's a form of quiet rebellion, stitched into everyday life.