Luxury Segment Trends in China's Lingerie Industry

If you're keeping an eye on China's fashion market, here’s a hot take: the luxury lingerie scene is booming — and it’s not just about looking good anymore. It’s about feeling powerful, confident, and unapologetically feminine. As a lifestyle blogger who’s been tracking intimate apparel trends for over five years, I’ve seen how Chinese consumers have shifted from fast-fashion basics to high-end, design-driven pieces. Let me break down what’s really driving this change — with real data, not just vibes.

First, let’s talk numbers. According to Euromonitor, China’s luxury lingerie market grew by 18% annually from 2020 to 2023, outpacing the overall apparel sector. By 2025, it’s projected to hit $1.6 billion. Why? Because today’s Chinese women — especially those in Tier 1 cities like Shanghai and Shenzhen — are willing to invest in quality. They’re not just buying bras; they’re buying craftsmanship, brand storytelling, and self-expression.

Brands like La Perla and Victoria’s Secret高端线 are adapting fast. But local players such as NEIWAI (内外) and Ubras are actually leading the charge. How? By blending Western luxury aesthetics with Eastern comfort principles. Take NEIWAI: in 2023, they reported ¥800 million in annual sales, with over 60% coming from their premium cotton and silk collections priced between ¥400–¥900.

Here’s a quick snapshot of top performers in 2023:

What stands out? Local brands dominate in growth and customer reach. They’ve nailed the balance between affordability and premium feel. International labels still hold prestige, but they’re struggling to connect emotionally. That’s where storytelling wins — NEIWAI’s ‘No Body is Wrong’ campaign resonated deeply, pushing them beyond just a brand into a cultural movement.

Another trend? Sustainability meets luxury. Over 67% of surveyed urban Chinese women say they’d pay more for eco-friendly materials. Silk, organic cotton, and recycled lace are no longer niche — they’re expectations. Ubras launched a carbon-neutral line in 2023 that sold out in 72 hours.

So, where’s the opportunity? For shoppers, now’s the time to explore luxury lingerie that values both ethics and elegance. For brands, hyper-localization and digital intimacy (think livestream try-ons and AI fit guides) are key. And for investors? Watch the rise of DTC (direct-to-consumer) models in this space — they’re scaling fast.

In short: China isn’t just adopting luxury lingerie — it’s redefining it. And if you’re not paying attention, you’re missing the quiet revolution under your shirt.