Rising Demand for Luxury Lingerie in China 2024 Trends

In 2024, China's luxury lingerie market isn’t just growing—it’s exploding. Forget the days when lingerie was purely functional. Today, it’s a statement, a confidence booster, and for many, a form of self-expression. And Chinese consumers? They’re leading the charge.

According to McKinsey, China’s luxury fashion sector is projected to grow by 8-10% annually through 2025, with intimate apparel emerging as one of the fastest-growing niches. By 2024, the luxury lingerie segment alone is expected to hit $1.3 billion in sales—up from $780 million in 2020. That’s serious momentum.

So what’s driving this shift? It’s a mix of rising disposable incomes, evolving gender norms, and digital empowerment. Young, urban Chinese women—especially those born after 1990—are redefining beauty standards. They’re not buying lingerie for partners; they’re buying it for themselves. As one Shanghai-based buyer put it: “It’s not about who sees it. It’s about how it makes me feel.”

International brands like La Perla, Agent Provocateur, and Fleur du Mal have ramped up their China strategies, but homegrown players are stealing the spotlight. Brands like NEIWAI (内外) and Ubras are blending minimalist aesthetics with body positivity, resonating deeply with local values. NEIWAI, for instance, reported a 60% year-on-year revenue increase in 2023, largely driven by its ‘No Body is Wrong’ campaign.

Social commerce is another game-changer. On platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok), influencers share unfiltered try-ons and styling tips, turning luxury lingerie into relatable content. Live-streaming sales on Tmall have also surged—during the 2023 Singles’ Day festival, Ubras raked in over ¥500 million ($70M) in just 24 hours.

Key Market Players & Performance (2023)

But it’s not all smooth sailing. Western brands often misread cultural nuances—like the preference for subtlety over overt sexiness. Meanwhile, Chinese consumers increasingly value sustainability and ethical production. A 2023 survey found that 68% of luxury lingerie buyers consider eco-friendly materials a deciding factor.

The future? Hyper-personalization and tech integration. Expect AI-driven fit recommendations, AR virtual try-ons, and limited-edition NFT-linked collections. As China’s middle class expands and self-care becomes a lifestyle, luxury lingerie won’t just be worn—it’ll be celebrated.

In short: if you’re not watching China’s luxury lingerie wave, you’re missing the next big thing.