Genderless Lingerie Concept Tests Well in Urban China

If you’ve been scrolling through fashion feeds or hanging out in progressive urban circles lately, you’ve probably caught whispers of a quiet revolution: genderless lingerie is not just a niche trend—it’s gaining serious traction in cities like Shanghai, Beijing, and Shenzhen. As someone who’s been tracking intimate apparel innovation for over a decade, I can tell you this isn’t just about blurring lines. It’s about building something entirely new.

Recent market research from Mintel shows that 68% of Chinese millennials and Gen Z consumers in first-tier cities support gender-neutral clothing options, with intimacy wear being one of the fastest-growing categories. Why? Because today’s shoppers aren’t looking for frilly pink bras or plain black boxers—they’re asking, “Why should underwear define me?”

Brands are listening. Startups like NeIWai THINKLAB and international players such as TOMBOYX have launched unisex cuts using soft, breathable organic cotton and minimalist designs. But it’s not just aesthetics—fabric tech matters. Take moisture-wicking bamboo blends, for example. They’re not only eco-friendly but also ideal for sensitive skin, regardless of gender.

Let’s break down how this shift is playing out in real numbers:

What’s clear from this data? Awareness is high, but conversion still hinges on comfort, fit inclusivity, and social acceptance. That’s where education comes in. I recently sat in on a focus group in Jing’an, Shanghai, where participants praised genderless lingerie for its versatility—but stressed the need for better size guides and inclusive marketing.

Another hurdle? Retail placement. Most stores still separate by gender, making it awkward for people to explore freely. Forward-thinking brands are bypassing traditional retail altogether, going direct-to-consumer via e-commerce platforms like Xiaohongshu (Little Red Book) and WeChat Mini Programs. Sales data from 2023 shows a 140% YoY increase in DTC sales of neutral intimates in urban China.

So what should you do if you're curious? Start small. Try a seamless modal tank or a low-rise boxer brief cut designed for all bodies. The goal isn’t to erase identity—it’s to expand choice. And if you’re ready to explore the best options out there, check out our curated list of top unisex underwear brands changing the game in 2024.

The bottom line? This movement isn’t fading. With rising demand for self-expression and sustainability, genderless lingerie is poised to become a mainstream staple—not a statement piece.