Plus Size Lingerie Gains Momentum in Chinese Fashion Scene

If you’ve been scrolling through Chinese fashion trends lately, you’ve probably noticed something shifting — and no, it’s not just another viral TikTok challenge. Plus size lingerie is officially stepping into the spotlight, and it’s redefining beauty standards across the Middle Kingdom.

Gone are the days when curvier women had to settle for ill-fitting, frumpy undergarments. Today, brands — both local and global — are waking up to a booming market that’s as profitable as it is powerful. In fact, China’s plus size apparel market is projected to hit $12.5 billion by 2026, with intimate wear making up nearly 30% of that growth (Statista, 2023).

So what’s fueling this surge? Let’s break it down.

The Rise of Body Positivity in China

While body positivity started in the West, it’s found a unique voice in China — one that blends self-expression with rising female economic power. Platforms like Xiaohongshu (Little Red Book) and Douyin are flooded with influencers proudly showcasing plus size lingerie looks, from lace bodysuits to bold red bras. These posts aren’t just aesthetic — they’re political. And consumers are listening.

A 2023 survey by Mintel revealed that 68% of Chinese women aged 25–40 now prioritize comfort and confidence over traditional ‘slimming’ designs. That’s a seismic shift in a culture once dominated by ultra-thin ideals.

Who’s Leading the Charge?

International giants like Savage X Fenty have entered the Chinese market with localized campaigns featuring diverse models. But homegrown brands are stealing the show. Take Ubras, a Hangzhou-based label that ditched underwire bras back in 2016 and hasn’t looked back. By 2022, Ubras reported over ¥1.5 billion in annual sales, with their plus size lines growing 40% YoY.

Another standout? NEIWAI (内外). Their ‘Real Bodies’ campaign featured unretouched photos of women sizes M to XXL — a bold move that went viral and boosted customer trust.

What Buyers Really Want

We crunched the data from 500+ customer reviews across Tmall and JD.com to see what matters most:

As you can see, comfort is king — but style and representation matter more than ever. That’s why brands ignoring curvy lingerie needs aren’t just missing sales; they’re losing relevance.

Shopping Tips: How to Find the Perfect Fit

• Know your measurements: Chinese sizing runs small. Always check brand-specific charts.
• Look for adaptive features: Silicone edges, convertible straps, and multi-hook closures make a huge difference.
• Read real reviews: Filter for keywords like ‘big bust’ or ‘wide band’ on e-commerce sites.

The bottom line? The plus size lingerie movement in China isn’t a trend — it’s a transformation. Whether you're shopping for yourself or building a brand, now’s the time to embrace it.