Luxury Lingerie Gains Popularity Among Chinese Women
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- 来源：CN Lingerie Hub
In recent years, luxury lingerie has quietly become a must-have in the boudoirs of modern Chinese women. No longer just about function, lingerie is now a bold statement of self-expression, confidence, and empowerment. From Shanghai to Shenzhen, women are investing more in high-end brands like La Perla, Victoria’s Secret, and homegrown favorites such as NEIWAI (内外) and Ubras. But what’s driving this shift? Let’s dive into the silky world of luxury lingerie in China.
The Rise of Self-Care and Female Empowerment
Gone are the days when underwear was purely practical. Today’s Chinese woman sees lingerie as part of her self-care ritual. With rising disposable incomes and greater gender equality, women are prioritizing comfort, quality, and aesthetics. According to a 2023 report by McKinsey, the Chinese intimate apparel market is projected to hit $18 billion by 2025, with premium segments growing at nearly 15% annually.
Why Luxury? It’s All About Experience
Luxury lingerie isn’t just fabric—it’s craftsmanship. Brands are using Italian lace, organic cotton, and ergonomic designs that blend elegance with everyday wearability. Take NEIWAI, for example: their 'Soft Curve' bra line sold over 2 million units in 2022 alone, thanks to its seamless design and body-positive messaging.
Key Players in China’s Luxury Lingerie Market
Here’s a snapshot of top brands shaping the scene:
| Brand | Origin | Price Range (RMB) | Unique Selling Point |
|---|---|---|---|
| NEIWAI (内外) | China | 200–600 | Body positivity, minimalist design |
| Ubras | China | 150–500 | No-wire comfort, viral marketing |
| La Perla | Italy | 1,500–5,000 | Luxury craftsmanship, celebrity appeal |
| Victoria’s Secret | USA | 300–1,200 | Global brand recognition |
As the table shows, Chinese brands dominate the mid-to-high range, offering affordability without sacrificing style—perfect for the urban professional.
Social Media & The New Marketing Game
WeChat, Xiaohongshu (Little Red Book), and Douyin (TikTok) have become digital runways. Influencers share unboxing videos, fit reviews, and even ‘lingerie as outerwear’ styling tips. Ubras skyrocketed to fame after a single KOL (Key Opinion Leader) post reached 10 million views in 48 hours. Authenticity sells—women want real bodies, real stories.
The Future is Inclusive & Sustainable
Today’s luxury isn’t just expensive—it’s thoughtful. Brands are expanding size ranges, embracing diverse skin tones in campaigns, and using eco-friendly materials. NEIWAI launched a recycled lace collection in 2023, reducing water usage by 40%. Sustainability isn’t a trend; it’s becoming a standard.
Final Thoughts
Luxury lingerie in China is more than a fashion trend—it’s a cultural shift. Women are no longer buying what pleases others; they’re choosing what makes them feel powerful, beautiful, and free. Whether it’s a ¥299 Ubras set or a ¥4,000 La Perla masterpiece, each piece tells a story of independence.
So next time you refresh your wardrobe, remember: true luxury isn’t just worn—it’s felt.