Sustainability Trends in the Chinese Lingerie Market

In recent years, the Chinese lingerie market has undergone a quiet revolution—not just in style, but in substance. As eco-consciousness sweeps across urban millennials and Gen Z consumers, sustainability is no longer a buzzword; it’s a buying mandate. From Shanghai to Chengdu, shoppers are asking: Who made my bra, and what’s it made of?

Data from McKinsey (2023) reveals that 68% of Chinese consumers aged 18–35 now consider environmental impact when purchasing intimate apparel—up from just 42% in 2020. This shift isn’t fleeting. It’s fueling innovation, transparency, and a new wave of homegrown brands redefining what sustainable lingerie means in China.

The Rise of Eco-Materials

Traditional lace and synthetic fabrics like polyester dominate global lingerie, but Chinese brands are turning to greener alternatives. Modal, TENCEL™, and recycled nylon are gaining traction. For instance, NEIWAI (内外), one of China’s leading lingerie labels, now uses 92% organic cotton or TENCEL™ in its core collections.

These materials aren’t just better for the planet—they’re softer, breathable, and resonate with consumers seeking comfort without compromise.

Transparency & Ethical Sourcing

Sustainability isn’t just about fabric. It’s about fairness. Leading brands now publish supplier lists and factory conditions. NEIWAI, for example, partnered with the Fair Wear Foundation in 2022 and conducts bi-annual audits across its supply chain.

A 2023 survey by Alibaba’s Tmall found that 71% of lingerie buyers are more likely to trust a brand that shares its sourcing story. QR codes on packaging linking to video tours of factories? That’s becoming standard.

Circular Fashion Takes Shape

Fast fashion still looms large, but circular models are emerging. Ubras, another major player, launched a bra recycling program in 2023. Customers return old intimates, receiving discounts while Ubras repurposes fibers into insulation materials.

While only 12% of Chinese lingerie is currently recyclable, experts predict this will triple by 2027 as infrastructure improves.

Consumer Behavior: Green with Intention

It’s not just women driving change—men’s loungewear and gender-neutral lines are also going green. Brands like Pinecone & Cranes offer minimalist, sustainable sets marketed to all genders.

Social media fuels this trend. On Xiaohongshu (Little Red Book), #可持续内衣 (sustainable lingerie) has over 86 million views. Influencers showcase capsule wardrobes, zero-waste packaging, and ‘wash less, wear more’ care tips.

The Road Ahead

The future of Chinese lingerie is low-impact, high-integrity. With government support for carbon neutrality by 2060 and rising consumer power, sustainable practices will soon be the norm, not the niche.

As one Shenzhen-based buyer put it: “I don’t want my underwear to cost the earth—literally.”