Feminism and Fashion The Impact of Social Change on Nei Yi

If you’ve been paying attention to the fashion world lately, you’ve probably noticed a shift — not just in colors or cuts, but in meaning. Feminism and fashion are no longer separate conversations. They’re woven together, especially when it comes to intimate apparel like nei yi (Chinese for underwear or innerwear). And trust me, this isn’t just about pretty lace. It’s about power, identity, and social change.

Let’s get real: what we wear underneath influences how we feel on the outside. A 2023 McKinsey report found that 68% of women said comfortable, confidence-boosting innerwear positively affected their daily performance — whether at work, at home, or in public spaces. That’s huge. And as feminism pushes for bodily autonomy and self-expression, brands are responding by redefining what nei yi stands for.

Gone are the days when bras meant tight wires and rigid shapes designed for the male gaze. Today’s nei yi market is booming with gender-neutral cuts, inclusive sizing (00–30 and beyond), and fabrics that breathe — both literally and metaphorically. Take the rise of Chinese brands like NEIWAI (literally means "nei yi") — they’ve built an entire philosophy around comfort-first design and feminist values. In 2022, NEIWAI reported a 45% year-over-year growth, with 73% of customers citing ‘self-expression’ as their top reason for purchase.

But this shift didn’t happen in isolation. Let’s look at the data:

How Feminist Values Are Reshaping the Innerwear Market (China, 2020–2023)

What’s clear from the table? As feminist messaging grows, so does consumer trust and market size. Women aren’t just buying underwear — they’re investing in brands that align with their values.

This cultural pivot also reflects broader social movements in urban China. From #MeToo-inspired campus campaigns to viral social media posts celebrating body positivity, young women are demanding more than function — they want meaning. And smart brands are listening.

Still, challenges remain. Greenwashing and ‘feminism-washing’ are real. Some brands slap a ‘girl power’ slogan on a poorly made bra and call it activism. Don’t fall for it. Look for transparency: ethical sourcing, real size inclusivity, and female leadership in design teams. For example, NEIWAI publishes its factory standards and has over 70% women in creative roles — now that’s accountability.

In short, the link between feminism and fashion has never been stronger. Your nei yi choices can be quiet acts of rebellion — against discomfort, against outdated norms, and for self-ownership. So next time you shop, ask: does this brand see me? Because you’re not just buying underwear. You’re voting for the world you want.