Luxury Lingerie Brands Emerging in China Market

If you're into high-end fashion and keeping your finger on the pulse of what’s hot in China, you’ve probably noticed a quiet revolution happening in one of the most intimate corners of the wardrobe: luxury lingerie. Once dominated by global giants like Victoria’s Secret, the Chinese market is now seeing a surge of premium players—both international and homegrown—stepping up with sophistication, inclusivity, and smart digital strategies.

As a lifestyle blogger who’s tracked fashion trends across Asia for over a decade, I’ve seen how shifting consumer values are reshaping this space. Today’s Chinese shoppers aren’t just buying bras and panties—they’re investing in self-expression, comfort, and brand storytelling. And that’s exactly why luxury lingerie brands are thriving here like never before.

Let’s break down who’s leading the charge and why they’re winning hearts (and wallets).

The Rise of Premium Intimates in China

China’s lingerie market is projected to hit $28 billion by 2026, with the luxury segment growing at nearly 15% CAGR—faster than mass-market lines. What’s driving this? Simple: rising disposable income, bolder attitudes toward body positivity, and social media influence.

Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) have turned lingerie styling into a form of personal branding. Think silk camisoles paired with blazers, or lace sets featured in ‘get ready with me’ videos. It’s no longer private—it’s performance.

Top Luxury Lingerie Brands Making Waves

Here’s a snapshot of key players capturing attention in China:

Notice something? While legacy names like La Perla rely on prestige, newer entrants like NEIWAI are rewriting the rules. This Shanghai-born brand ditched the word “lingerie” altogether, rebranding as a “bodywear lifestyle” label. Genius move. By focusing on emotional wellness and size inclusivity (offering up to 8 cup sizes), NEIWAI built a cult following—and raked in over ¥800 million in revenue in 2023.

What’s Working? Data-Driven Personalization

Luxury isn’t just about price tags anymore. It’s about experience. Brands winning in China use AI-powered fit guides, WeChat mini-programs for VIP styling sessions, and limited-edition collaborations with local artists.

For example, Fleur du Mal partnered with Chinese illustrator Momo Wang for a capsule collection that sold out in 72 hours. Meanwhile, Apéry touts carbon-neutral packaging and organic silk—a hit among eco-conscious Gen Z buyers.

The Bottom Line

The message is clear: Chinese consumers want lingerie that feels luxurious, looks Instagram-worthy, and aligns with their values. Whether it’s Italian elegance, French sustainability, or homegrown authenticity, the winners are those who listen—and adapt.

So if you're exploring elevated intimates, don’t just follow the global hype. Look at what’s resonating in China. The future of luxury lingerie brands might just be designed here.