Vintage Inspirations in Contemporary Chinese Underwear Trends

If you're into fashion—or even just scrolling through TikTok with a coffee in hand—you've probably noticed something: vintage-inspired lingerie is having a major moment in China. But this isn’t just about nostalgia. It’s a cultural remix, blending retro silhouettes with modern comfort and tech fabrics. As a lifestyle blogger who’s been tracking underwear trends across Shanghai to Shenzhen, I’ve seen how local brands are redefining intimacy wear by pulling cues from the 1920s qipao collars to 1990s minimalist Western styles.

Take NeiWai (内外), for example. Since launching in 2012, they’ve built a cult following by promoting body positivity and timeless design. Their 2023 ‘True Comfort’ line, which features lace-trimmed camisoles and high-waisted briefs reminiscent of 1940s Hollywood glamour, saw a 68% YOY sales jump—proving that Chinese consumers aren’t just buying underwear; they’re investing in identity and self-expression.

But it’s not just one brand leading the charge. Let’s look at some hard numbers:

Top Chinese Underwear Brands Embracing Vintage Aesthetics (2023)

What’s driving this? Simple: authenticity. In a market flooded with fast fashion knockoffs, shoppers want pieces that feel personal. Vintage styles offer emotional resonance—think soft satin, delicate embroidery, and cuts that celebrate—not conceal—the female form.

And let’s talk fit. Unlike Western lingerie giants like Victoria’s Secret, which still lean into padded push-ups and rigid underwires, Chinese brands are prioritizing adaptive sizing and breathable materials. A 2023 survey by iiMedia Research found that 74% of women aged 18–35 prefer wireless, seamless designs for daily wear—yet still want a touch of elegance.

That’s where the vintage-modern blend shines. A silk babydoll with adjustable straps? Yes. High-rise cotton briefs with Art Deco lace? Double yes. These pieces bridge sensuality and practicality.

So, if you're exploring Chinese underwear trends, don’t just look at price or fabric—look at the story behind the stitch. Whether it’s a nod to Republican-era Shanghai or a wink at 90s grunge lingerie, today’s designs are more than clothing. They’re quiet acts of empowerment.

In short: the past isn’t repeating—it’s evolving. And your drawer might just need a little retro revolution.