Young Chinese Couples Redefining Intimate Fashion
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- 来源：CN Lingerie Hub
In the bustling streets of Shanghai and the trendy cafés of Chengdu, a quiet revolution is unfolding—one stitched in silk, lace, and bold self-expression. Young Chinese couples are ditching outdated taboos and embracing intimate fashion as a form of romantic connection and personal empowerment.
Gone are the days when underwear was purely functional. Today’s generation sees lingerie and coupleswear as an extension of identity. According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥185 billion (~$25.6 billion), with over 60% of purchases made by consumers under 30. What’s more telling? Nearly 40% of these buyers shop for matching sets—couples loungewear, co-branded sleepwear, or coordinated bra-and-brief combos that whisper, ‘We’re in this together.’
Brands like NEIWAI (内外) and Ubras are leading the charge. NEIWAI’s 2023 campaign, 'No Body is Nobody', celebrated body positivity and emotional intimacy, resonating deeply with urban millennials and Gen Z. Their Couple Series, featuring neutral tones and gender-fluid designs, saw a 78% sales jump year-on-year.
But it’s not just about aesthetics—it’s about shifting values. In a culture once defined by restraint, young couples now view intimate fashion as a tool for communication. A 2022 survey by Zhihu found that 67% of respondents believed wearing matching sleepwear strengthened emotional bonds. As one 28-year-old Shenzhen designer put it: ‘Putting on a set my partner picked makes me feel seen—even before we say goodnight.’
Why This Trend Is Here to Stay
Three key drivers fuel this movement:
- Digital Influence: Douyin and Xiaohongshu influencers showcase ‘get-ready-with-me’ routines that include couple dressing rituals.
- Gender Fluidity: Unisex cuts and minimalist styles break traditional gender norms.
- Emotional Wellness: Brands now market intimacy as self-care, not just seduction.
Top Intimate Fashion Brands Loved by Chinese Couples
| Brand | Origin | Key Feature | Price Range (RMB) | Couple Collection? |
|---|---|---|---|---|
| NEIWAI (内外) | Shanghai | Body-positive messaging, sustainable fabrics | 200–600 | Yes |
| Ubras | Zhengzhou | No-wire innovation, seamless design | 150–500 | Yes |
| Maniform | Guangzhou | Men’s intimate wear focus, modern cuts | 100–400 | Limited |
| Curél (Kao) | Japan/China | Sensitive skin-friendly, dermatologist-tested | 300–700 | No |
As one Beijing-based couple shared during a NEIWAI pop-up event: ‘We don’t just match for photos—we match because it feels like a private language only we understand.’
This isn’t just fashion. It’s intimacy reimagined—one soft touch, one coordinated set at a time.