Body Positivity in Chinese Lingerie Culture Today

If you’ve been scrolling through Chinese social media lately, you might’ve noticed something refreshing: more curves, more confidence, and way less retouching. The body positivity movement is finally making serious waves in China’s lingerie scene — and it’s about time.

Gone are the days when 'perfect' meant ultra-thin models in stiff, constricting bras. Today, brands like NEIWAI (内外) and Ubras are leading a quiet revolution by celebrating real bodies, diverse sizes, and emotional comfort over outdated beauty standards.

Let’s break it down with some real data.

The Shift: From Thin Ideals to Inclusive Sizing

A 2023 McKinsey report on China’s apparel market revealed that 68% of women aged 18–35 now prioritize comfort and self-expression over traditional sex appeal when buying lingerie. That’s a 22-point jump from just four years ago.

Here’s how top lingerie brands in China compare in their approach to inclusivity:

Notice a pattern? Homegrown brands are pushing boundaries while global players lag behind. Ubras even launched a campaign featuring women with mastectomy scars — a bold move in a culture where imperfections are often airbrushed away.

Why This Matters for You

If you're shopping for lingerie in China — whether online or in-store — your choices now carry more meaning. Supporting brands that embrace body positivity isn’t just trendy; it’s shifting cultural norms. And let’s be real: wearing something that feels good shouldn’t depend on hitting a certain dress size.

Take NEIWAI’s viral 2022 campaign: they replaced professional models with everyday customers. Sales jumped 41% year-on-year, proving that authenticity sells.

How to Spot Truly Inclusive Brands

• Check size charts: Do they go beyond 85C? If not, red flag.
• Read the ads: Are real textures, rolls, or stretch marks visible?
• Look at language: Phrases like 'for every body' or 'no apologies' signal alignment with the body positivity movement.

Also, keep an eye on e-commerce platforms like Xiaohongshu (Little Red Book). User-generated content there often highlights fit reviews across body types — way more reliable than glossy brand photos.

The Road Ahead

Still, challenges remain. Plus-size options (90F and above) are rare, and rural access to inclusive brands is limited. But momentum is building. With Gen Z driving demand for ethical, body-affirming fashion, we’re likely to see even broader changes by 2026.

Bottom line? The Chinese lingerie industry isn’t just selling bras — it’s redefining beauty. And that’s a trend worth rooting for.