Gender Fluidity Inspires New Lingerie in China

In recent years, China's fashion scene has witnessed a quiet revolution—one stitched not just in silk and lace, but in shifting identities. As conversations around gender fluidity grow louder, lingerie, once rigidly categorized as 'for men' or 'for women,' is being reimagined. No longer just about seduction or tradition, underwear is becoming a canvas for self-expression, especially among Gen Z and young millennials in cities like Shanghai, Beijing, and Shenzhen.

Brands both local and global are catching on. According to a 2023 report by McKinsey China Consumer Insights, 68% of urban Chinese consumers aged 18–30 believe clothing should not be limited by gender. This mindset shift is fueling demand for unisex and gender-neutral lingerie—soft, breathable designs that prioritize comfort, aesthetics, and personal identity over binary norms.

The Rise of Gender-Neutral Lingerie Brands

Homegrown labels like NEIWAI (内外) and Ubras have led the charge. NEIWAI, which means 'inner self,' built its brand on minimalism and inclusivity. In 2022, they launched their "No Body is Nobody" campaign, celebrating diverse body types and gender expressions. Sales jumped by 42% year-on-year, with over 35% of customers identifying as non-binary or gender-questioning in post-purchase surveys.

International players aren’t far behind. Savage X Fenty opened its first pop-up in Chengdu last year, featuring mannequins of all genders wearing the same lace bralettes and sheer robes. Their social media buzz spiked by 200% in China within three months.

Why Now? Culture, Commerce, and Confidence

Several factors explain this boom. First, digital platforms like Xiaohongshu (Little Red Book) and Weibo have amplified LGBTQ+ voices. Hashtags like #MyBodyMyRules and #LingerieForAll have racked up billions of views. Second, younger consumers are more willing to spend on items that reflect their values. A 2024 survey by Statista Greater China found that 57% would pay a premium for ethically made, inclusive apparel.

And let’s talk design: gone are the days when lingerie meant tight corsets or frilly pink sets. Today’s bestsellers feature organic cotton, adjustable straps, and neutral tones—styles that blur the line between underwear and loungewear.

Market Trends at a Glance

*Based on social engagement, online reviews, and youth-focused ad campaigns (2023–2024).

The Road Ahead: Challenges and Hopes

Despite progress, challenges remain. Full legal recognition of gender diversity is still limited in China, and conservative attitudes linger outside major cities. Yet, every lace-trimmed bodysuit sold by a gender-fluid model is a small act of defiance—and a stitch toward change.

As one NEIWAI customer put it: “I don’t wear lingerie to impress others. I wear it to feel like me.”