Luxury Lingerie Demand Rising in Urban China Markets

If you're keeping an eye on global fashion trends, here’s one that’s heating up faster than a Shanghai summer: luxury lingerie is booming in urban China. And it’s not just about looking good — it’s about feeling empowered, confident, and in control.

I’ve been tracking intimate apparel markets across Asia for over a decade, and the shift in Chinese consumer behavior since 2020 has been nothing short of revolutionary. Women in Tier-1 cities like Beijing, Shanghai, and Shenzhen aren’t just buying more lingerie — they’re investing in high-end, designer pieces from both international and local luxury brands.

So what’s driving this surge? Let’s break it down with real data.

The Numbers Don’t Lie: Urban Appetite for Luxury Lingerie

A 2023 McKinsey report revealed that China’s premium intimate apparel market grew by 18% year-on-year, significantly outpacing the overall fashion sector. Meanwhile, Boston Consulting Group found that 67% of urban Chinese women aged 25–40 are now willing to spend over ¥800 (about $110) on a single lingerie set — a sharp rise from just 38% in 2019.

Here’s a snapshot of spending habits across key cities:

Notice something? It’s not just Western labels dominating. Homegrown brands like NEIWAI and Ubras are winning hearts by blending minimalist design with body positivity — a message that deeply resonates with modern Chinese women.

Why Now? Cultural & Economic Shifts at Play

Gone are the days when lingerie was purely functional or hidden away. Today’s consumers see it as self-expression. With rising disposable incomes and greater exposure to global trends via social media (hello, Xiaohongshu and Douyin), personal wellness and self-care have become top priorities.

Another game-changer? The decline of traditional gender norms. More women are financially independent, making their own purchasing decisions — and they’re choosing quality over quantity. As one Shanghai-based buyer told me: “I’d rather own three exquisite sets than ten mass-market ones.”

This mindset is fueling demand for sustainable fabrics, inclusive sizing, and craftsmanship — all hallmarks of true luxury lingerie.

What Brands Are Getting It Right?

• NEIWAI: Their ‘True Black’ campaign challenged beauty standards and went viral. They now offer sizes up to XXL and use eco-friendly dyes.
• La Perla: Expanded e-commerce reach in China with localized payment options and VIP after-sales service.
• Ubras: Pioneered the wire-free movement and leveraged KOLs to build trust.

International players take note: localization isn’t optional. It’s essential.

Final Thoughts: A Market That’s Here to Stay

The luxury lingerie wave in urban China isn’t a flash in the pan. It’s built on deep cultural transformation, economic strength, and digital engagement. For brands — whether global or domestic — the message is clear: deliver authenticity, inclusivity, and elegance, or get left behind.