Luxury Lingerie Gains Popularity in Chinese Cities

In the bustling streets of Shanghai, Beijing, and Shenzhen, a quiet revolution is unfolding—one lace stitch at a time. Luxury lingerie, once seen as a Western indulgence, is now flying off shelves across China’s top-tier cities. No longer just about function, today’s Chinese women are treating lingerie as an expression of self-confidence, empowerment, and personal style.

According to a 2023 report by McKinsey, the Chinese intimate apparel market is projected to hit $15 billion by 2025, with luxury segments growing at a compound annual growth rate (CAGR) of 12%. What’s driving this shift? It’s not just rising incomes—it’s changing attitudes.

Young urban professionals, especially those born after 1990, are redefining what intimacy means. For them, luxury lingerie isn’t about impressing a partner; it’s about feeling powerful in their own skin. Brands like La Perla, Victoria’s Secret, and homegrown favorites such as NEIWAI (Undercover) are capitalizing on this mindset shift.

Take NEIWAI, for example. Founded in 2014, the brand ditched push-up bras and embraced comfort with minimalist designs and premium fabrics. By 2022, it had raised over $180 million in funding and opened flagship stores in major malls from Chengdu to Hangzhou. Their secret? Listening to real women.

Why Luxury Lingerie is Selling Out

• Self-expression: Women are buying bold colors and intricate lace not for others, but for themselves.
• Comfort meets luxury: High-end brands now prioritize breathable materials and ergonomic design.
• Social media influence: Platforms like Xiaohongshu (Little Red Book) are flooded with #LingerieOOTD posts, normalizing the idea of luxury underwear as everyday wear.

And let’s talk pricing—yes, luxury comes at a cost. A single bra from La Perla can run upwards of ¥1,500 ($210), but consumers aren’t flinching. In fact, a recent survey by Alibaba’s Tmall found that 68% of female shoppers aged 25–35 are willing to pay more for high-quality, long-lasting lingerie.

Market Breakdown: Top Luxury Lingerie Brands in China (2023)

The data speaks volumes: local brands are holding their own against international giants by blending cultural insight with premium quality.

Retail strategies are evolving too. Instead of hiding lingerie in back corners, luxury brands are opening standalone boutiques with spa-like interiors and private fitting rooms. In Taikoo Li Beijing, NEIWAI’s store feels more like a wellness lounge than a clothing shop—complete with mood lighting and mindfulness workshops.

As one 30-year-old finance executive put it: “I spend 40 hours a week in a blazer. The least I can do is feel gorgeous underneath.” That sentiment is echoed across WeChat groups and Douyin videos alike.

The future? Expect even more innovation—think smart bras with posture sensors or sustainable silk from eco-conscious farms. One thing’s certain: luxury lingerie in China isn’t a trend. It’s a movement.