Top Trends Shaping the Chinese Lingerie Industry in 2024

Move over, Victoria's Secret — China’s lingerie scene is having a major glow-up in 2024. No longer just about lace and push-ups, the market is getting bolder, smarter, and way more inclusive. From tech-infused fabrics to body-positive branding, the Chinese lingerie industry is rewriting the rules of comfort, style, and self-expression.

The Rise of Comfort-First Fashion

Gone are the days when bras meant pain for beauty. In 2024, comfort is king. Chinese consumers are ditching underwire nightmares for seamless, breathable designs that feel like second skin. Brands like NEIWAI (Undercover) and Clever U are leading the charge with minimalist silhouettes and ultra-soft modal blends.

According to Statista, China’s lingerie market hit $17.3 billion in 2023 and is projected to grow at a CAGR of 6.8% through 2027. A big chunk of that? Thanks to the demand for everyday wearability.

Tech Meets Intimate Apparel

Yes, your bra could soon be smart. Wearable tech is sneaking into lingerie, especially in urban hubs like Shanghai and Shenzhen. Startups are testing biosensors in bras that monitor posture, heart rate, and even stress levels. While still niche, the fusion of health tracking and intimate wear is gaining buzz.

But it’s not just about gadgets — fabric innovation is huge. Temperature-regulating fibers, moisture-wicking linings, and anti-odor nanotechnology are becoming standard in premium lines.

Inclusivity Is Not a Trend — It’s a Movement

Chinese brands are finally embracing diverse body types. Where once size ranges stopped at M, you now see extended sizing up to 4XL. Campaigns feature real women — curvy, athletic, petite, pregnant — breaking the mold of traditional beauty standards.

Social media has fueled this shift. On Xiaohongshu (China’s answer to Instagram), hashtags like #MyBodyMyRules have racked up over 800 million views. Consumers aren’t just buying bras; they’re voting with their wallets for representation.

Sustainability: Sexy in Its Own Right

Eco-consciousness is heating up. Leading brands are swapping synthetic lace for TENCEL™ and recycled ocean plastics. Packaging? Biodegradable or zero-waste. Some even offer recycling programs where you trade old bras for discounts.

A 2023 McKinsey survey found that 62% of Chinese millennials prefer sustainable fashion options — and lingerie is no exception.

Where Tradition Meets Trend

Lingerie isn’t just Western-style sets anymore. Designers are blending qipao-inspired cuts, red lucky charms, and silk embroidery into modern pieces. Red — long tied to luck and love in Chinese culture — dominates Valentine’s and Lunar New Year collections.

The message is clear: today’s Chinese lingerie buyer wants more than cleavage — she wants confidence, care, and a little cultural pride.

As we move deeper into 2024, one thing’s certain — the Chinese lingerie industry isn’t just following global trends. It’s setting them.