Luxury Lingerie Brands Target Affluent Shoppers in China Now

If you're into high-end fashion, here’s a hot take: luxury lingerie brands aren’t just selling bras and panties—they’re selling status. And right now, China’s wealthy women are raising their hands to buy.

Forget fast fashion. In 2023, China’s luxury apparel market hit $15.8 billion—and intimate wear is one of the fastest-growing niches. Why? Because affluent Chinese shoppers see designer lingerie as both self-expression and investment. Think about it: no one sees your La Perla set… unless you want them to. That quiet confidence? That’s the new flex.

Brands like Victoria’s Secret, Fleur du Mal, and NEIWAI have noticed. But it’s not just about Western labels anymore. Homegrown players like NEIWAI (meaning 'inner beauty') are blending minimalist design with local tastes—and winning. In fact, NEIWAI reported a 60% YoY revenue jump in 2023, mostly from its premium silk collections.

Let’s break down who’s leading the charge:

See the gap? International brands charge more, but local ones move faster. NEIWAI doesn’t need runway shows—its secret weapon is social commerce. Over 70% of its sales happen via private WeChat groups and mini-stores inside Taobao. Smart? Absolutely.

Meanwhile, global players are adapting. Victoria’s Secret ditched its “angel” image in China and rebranded with real women—entrepreneurs, athletes, moms. Their 2023 campaign featured CEO Peggy Yu wearing a cashmere-trimmed bralette. Message: power isn’t sexy. Being yourself is.

So what should shoppers know? First, fit matters more than logo. A $400 La Perla set won’t feel luxurious if it pinches. Second, sustainability is rising—68% of Chinese luxury buyers under 35 care about eco-friendly materials. That’s why NEIWAI uses TENCEL™ and recycled lace.

The bottom line? The luxury lingerie game in China is shifting—from flashy to thoughtful, from imported to intelligent. Whether you’re splurging or just curious, now’s the time to explore what true comfort—and confidence—feels like.