Body Positivity and Chinese Lingerie Design Shifts

If you’ve been scrolling through Chinese fashion feeds lately, you’ve probably noticed something refreshing: more curves, more confidence, and way less ‘one-size-fits-all’ nonsense. The lingerie scene in China is undergoing a major glow-up — and it’s being led by body positivity. Forget the old days of rigid beauty standards; today’s Chinese lingerie brands are embracing diversity, comfort, and real women’s bodies like never before.

As a lifestyle blogger who’s tracked intimate apparel trends across Asia for over five years, I’ve seen this shift firsthand. And let me tell you — it’s not just marketing fluff. Real changes are happening in design, sizing, and brand messaging. In fact, a 2023 McKinsey Consumer Report found that 68% of Chinese women aged 18–35 now prioritize comfort and inclusivity over traditional ‘sexy’ aesthetics when buying lingerie. That’s huge.

Let’s break down what’s driving this movement and which brands are leading the charge.

The Data Doesn’t Lie: Demand for Inclusivity Is Rising

Here’s a snapshot of how consumer preferences have evolved in just four years:

As you can see, the growth is massive — especially in extended sizing. This isn’t accidental. It’s a direct response to vocal online communities pushing for change. Platforms like Xiaohongshu (China’s answer to Instagram + Pinterest) have become hotbeds for body-positive content, with hashtags like #我的真实身材 (My Real Body) amassing over 900 million views.

Local Brands Leading the Change

While international players like Victoria’s Secret struggled to adapt, homegrown brands such as NEIWAI (内外) and Ubras stepped in with inclusive messaging and functional designs. NEIWAI, founded in 2012, rebranded in 2020 around the slogan “No Body is Better Body” — a direct jab at outdated beauty norms. They now offer sizes up to 42G and feature unretouched photos of real customers.

Ubras went viral in 2021 with their zero-wire bras, selling over 1.2 million units in one promotional week alone. Their success? Simple: they listened to women who were tired of painful underwires and unrealistic imagery.

Why This Matters Beyond Fashion

This shift isn’t just about Chinese lingerie design; it’s part of a broader cultural awakening. Women in urban China are claiming space — literally and figuratively. A 2022 survey by TalkingData showed that 74% of female respondents felt more confident expressing their individuality through clothing than they did five years ago.

And get this — the inclusive lingerie market in China is projected to hit $4.3 billion by 2026 (Statista, 2023). That kind of growth doesn’t happen without deep cultural resonance.

So if you're exploring authentic, body-affirming options, look beyond Western labels. Check out what’s brewing in China. Whether you're into minimalist styles or bold cuts, there’s a new wave of comfort-first, confidence-driven brands waiting for you. Start with NEIWAI’s bestsellers — your shoulders (and self-esteem) will thank you.