Fashion Weeks and the Rise of Chinese Lingerie Brands

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  • 来源：CN Lingerie Hub

If you thought lingerie was all about Paris or Milan, think again. The global fashion spotlight is swinging hard toward China — and not just for silk and qipaos. Chinese lingerie brands are strutting onto international runways, turning heads at Fashion Weeks from Shanghai to New York. And they’re not just showing skin; they’re making a statement.

Let’s talk numbers. In 2023, China’s intimate apparel market hit a staggering $17.8 billion, with an annual growth rate of 9.4% — outpacing most Western markets. Behind this surge? A new generation of designers blending tradition with tech, culture with comfort, and aesthetics with empowerment.

Brands like NEIWAI (内外) and Ubras aren’t just selling bras — they’re selling a philosophy. NEIWAI, founded in 2012, now has over 1.5 million active customers and expanded to the U.S. and Europe. Their minimalist designs and body-positive messaging resonate globally. Ubras, meanwhile, went viral with its ‘zero-feeling’ wireless bra, raking in over $200 million in sales during Singles’ Day 2022 alone.

But what really catapulted these brands into the Fashion Week scene? It’s authenticity. At Shanghai Fashion Week 2023, NEIWAI presented a show titled ‘Comfort is the New Sexy’, featuring models of all sizes, ages, and skin tones. No corsets, no padding — just real bodies, real stories. The show garnered over 10 million views online and sparked global conversations about inclusivity.

And let’s not forget tech. Chinese lingerie brands are leveraging AI-driven fit algorithms and sustainable fabrics like bamboo fiber and recycled lace. Ubras launched a smart bra prototype in 2023 that tracks posture and breathing — because why shouldn’t your underwear care about your health?

Chinese Lingerie at Major Fashion Weeks (2020–2023)

Year Shanghai FW New York FW Paris FW Notable Brands
2020 3 1 0 NEIWAI, Embellish
2021 5 2 1 Ubras, NEIWAI, Laurel
2022 6 3 2 Ubras, NEIWAI, IMIS
2023 8 4 3 NEIWAI, Ubras, IMIS, Grace Mei

The table shows a clear upward trend — Chinese lingerie presence isn’t a flash in the pan. It’s a movement.

So what’s next? Experts predict that by 2026, Chinese intimate wear will account for nearly 15% of global luxury lingerie sales. With bold branding, cultural confidence, and innovation in both fabric and fit, these brands are redefining what it means to feel beautiful — on their own terms.

Fashion Weeks used to be about fantasy. Now, thanks to China’s lingerie revolution, they’re about feeling free.