Lingerie Rental Services Emerge in Chinese Urban Areas

In recent years, a fresh and daring trend has been quietly sweeping through China’s fashion-forward urban centers—lingerie rental services. Yes, you read that right. Forget buying expensive designer sets; now, city dwellers in Beijing, Shanghai, and Shenzhen can rent luxury lingerie for special occasions, photoshoots, or even social media content creation—all at a fraction of retail cost.

This niche yet rapidly growing market taps into China’s booming sharing economy and evolving consumer mindset. Young professionals, especially women aged 25–35, are increasingly prioritizing experiences over ownership. Why spend ¥800 on a lace bodysuit you’ll wear once when you can rent it for ¥120?

Platforms like LaceLoop and SilkShare have emerged as pioneers, offering curated collections from both international brands (like Agent Provocateur and La Perla) and rising Chinese designers. Memberships range from basic pay-per-rental to unlimited monthly plans, with delivery and cleaning included.

Why Is This Trend Taking Off?

Three key factors fuel this phenomenon:

• Rising disposable income among urban women
• Increased focus on self-expression and body positivity
• The influencer culture pushing demand for unique photo content

A 2023 survey by iResearch found that over 68% of female respondents in Tier-1 cities expressed interest in renting intimate apparel for events or content. Meanwhile, the average spending on lingerie in China reached ¥47 billion last year—a 12% YoY increase.

How Does It Work? A Quick Breakdown

Here’s a snapshot of how top platforms stack up:

Most services use UV-sanitized, multi-step laundering processes certified by third-party labs, easing hygiene concerns. Plus, discreet packaging ensures privacy—a top priority for users.

Challenges & The Road Ahead

Despite its appeal, the model isn’t without hurdles. Cultural taboos around shared undergarments linger, especially among older demographics. And while younger users embrace the idea, trust in sanitation and fit accuracy remains a barrier.

Still, investors are betting big. In early 2024, LaceLoop secured ¥30 million in Series A funding, citing a 300% user growth in just six months. With livestream rentals and AI-powered size recommendations on the horizon, the future looks silky smooth.

As China’s consumers continue to redefine ownership, intimacy, and style, lingerie rental isn’t just a service—it’s a cultural shift wrapped in lace.