Body Positivity and Lingerie in Chinese Youth

If you’ve scrolled through Xiaohongshu or Douyin lately, you’ve probably seen it: young Chinese women proudly wearing lace bras, bold cuts, and unapologetic confidence. The conversation around body positivity and lingerie is no longer whispered—it’s booming. As a lifestyle blogger who’s been tracking fashion and self-expression trends in China for over five years, I’ve watched this shift unfold in real time. And let me tell you—this isn’t just about underwear. It’s a cultural reset.

Gone are the days when lingerie was purely functional or hidden away. For China’s Gen Z and young millennials, lingerie has become a form of self-love, rebellion, and personal branding. According to a 2023 report by iiMedia Research, the Chinese intimate apparel market hit ¥148.6 billion (~$20.7B), with 68% of buyers under 30. That’s not just demand—it’s a movement.

What’s driving this? Social media, yes—but deeper than that, it’s a growing rejection of rigid beauty standards. In cities like Shanghai and Chengdu, body-positive influencers are normalizing stretch marks, different breast sizes, and diverse body shapes in their lingerie photos. Platforms like Taobao now feature brands such as NEIWAI (内外) and Ubras, which center comfort and inclusivity. NEIWAI’s 2022 campaign “No Body is a Bad Body” went viral, racking up over 50 million views.

Let’s break down how this trend is shaping choices—and where you should focus if you’re exploring lingerie with confidence.

Why Lingerie = Empowerment in Today’s China

For many young women, putting on a beautiful bra isn’t about pleasing a partner. It’s about feeling powerful in their own skin. A 2023 survey of 1,200 urban Chinese women aged 18–35 found that:

Notice anything? Self-approval now outweighs external validation. This mindset shift is at the heart of the body positivity movement gaining traction across Chinese youth culture.

Top Lingerie Brands Leading the Change

Not all brands are created equal. Here’s a quick comparison of key players tapping into this wave:

As you can see, homegrown brands are winning trust by aligning with local values—authenticity over airbrushing.

How to Start Your Own Lingerie Journey

Feeling inspired? Start small. Try a soft, seamless bralette from Ubras or NEIWAI in a color that makes you smile. Take a photo—not to post, but to reframe how you see yourself. Follow body-positive creators like @LilaZhang on Xiaohongshu, who shares unretouched try-on videos.

Remember: this isn’t about perfection. It’s about permission—to take up space, to feel good, and to wear what makes you feel alive.