Gen Z Influence on Modern Chinese Lingerie Aesthetics

If you think lingerie is just about lace and silk, think again—especially when Gen Z is calling the shots. In China, the lingerie game has totally transformed, and it’s not your mom’s Victoria’s Secret anymore. Today’s young consumers are rewriting the rules, blending self-expression, body positivity, and digital culture into a bold new aesthetic.

Forget overly sexy or rigidly structured designs. Gen Z in China wants comfort, inclusivity, and style that feels authentic. According to a 2023 report by iiMedia Research, over 68% of female consumers aged 18–26 prioritize comfort over traditional 'sexy' appeal when buying lingerie. That’s a massive shift from just five years ago.

Brands are responding fast. Neiwai (内外), one of China’s leading intimate apparel brands, saw a 40% increase in sales after launching its 'No Body is Nobody' campaign—a direct nod to body diversity and mental well-being. Similarly, Miss Me and Ubras have gained traction by promoting wire-free bras and gender-neutral packaging.

What’s driving this change? Social media. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) are hotspots for real talk about body image. Influencers post unfiltered try-ons, celebrate stretch marks, and challenge beauty norms. This digital openness has made Chinese lingerie aesthetics more personal and less performative.

Let’s break down how key design elements have evolved:

Key Shifts in Gen Z-Driven Lingerie Design

This isn’t just fashion—it’s identity. For many Gen Z buyers, choosing lingerie is an act of self-care and empowerment. A 2024 survey by Alibaba’s Tmall found that 57% of young buyers consider their underwear a reflection of personal values, not just physical fit.

Another big trend? Sustainability. Eco-conscious materials and ethical production are non-negotiables for nearly half of Gen Z shoppers. Brands using recycled fabrics or transparent supply chains are seeing higher engagement rates—up to 3.2x more clicks on product pages, per Tmall data.

And let’s not overlook the rise of unisex or gender-neutral lingerie. While still niche, labels like SULU and Even Vintage are gaining cult followings by offering styles that transcend gender binaries. Their success signals a broader cultural shift: intimacy wear is becoming less about attraction and more about autonomy.

In short, Gen Z isn’t just influencing modern Chinese lingerie—they’re redefining it. From material choices to marketing messages, every element now revolves around authenticity, comfort, and individuality. If you're a brand trying to stay relevant, take note: today’s consumers don’t want to be sold to. They want to be seen.