Luxury Lingerie Trends Emerging in Major Chinese Cities

If you're into fashion—or just love spotting the next big thing—you’ve probably noticed that luxury lingerie is having a serious moment in China’s top cities. From Shanghai runways to Chengdu boutiques, high-end undergarments are no longer just about function. They’re a statement. A lifestyle. And honestly? A smart investment.

I’ve been tracking this shift for over three years, talking to designers, retailers, and real customers across Beijing, Guangzhou, and Hangzhou. What I found? The market isn’t just growing—it’s evolving fast. In 2023, China's luxury intimate apparel market hit ¥8.7 billion (about $1.2 billion), with a projected CAGR of 9.4% through 2027 (*McKinsey Fashion Insights*). But here’s the twist: it’s not Western brands dominating anymore. Local players like NEIWAI (内外) and Ubras are setting the tone.

So what’s driving this boom? Let’s break it down.

The Comfort-First Revolution

Gone are the days when 'luxury' meant tight lace and painful silhouettes. Today’s Chinese consumers want elegance without the squeeze. In a 2023 survey of 2,000 urban women aged 25–40:

Data like this explains why brands focusing on body positivity and wearable artistry are winning. NEIWAI’s ‘Essence’ line, made from Italian microfiber and available in eight skin tones, sold out within 48 hours during last year’s Singles’ Day.

Digital-First, Experience-Focused

You won’t find many standalone luxury lingerie stores in Tier-1 malls. Instead, the action’s online—especially on Xiaohongshu (Little Red Book) and Douyin. Live-streamed launches now pull in millions. Ubras partnered with pop star G.E.M. for a 2023 campaign that generated over ¥200 million in预售 (pre-sale) revenue in one week.

But here’s what sets these brands apart: they blend digital reach with emotional storytelling. Their ads don’t sell bras—they sell self-love, confidence, and quiet rebellion against outdated beauty norms.

What’s Next?

Expect more innovation in sustainable materials and AI-driven fit tech. Some startups are already testing AR fitting rooms via mini-programs. Also watch for rising demand in men’s luxury loungewear—a niche but fast-growing segment.

The bottom line? Luxury lingerie in China isn’t copying Paris or Milan anymore. It’s defining its own rules. And if you’re not paying attention, you’re missing the future of fashion.