Chinese Consumers Embrace Bold Styles in Intimate Apparel

In recent years, the intimate apparel market in China has undergone a dramatic transformation. No longer confined to conservative designs and neutral tones, Chinese consumers—especially Gen Z and young millennials—are boldly embracing expressive, colorful, and body-positive lingerie. This shift isn’t just about fashion—it reflects deeper cultural changes in self-expression, gender norms, and consumer confidence.

According to a 2023 report by Euromonitor International, China’s lingerie market is projected to reach $18.7 billion by 2025, growing at a CAGR of 6.4%. What’s driving this surge? It’s not just population size—it’s attitude. Women are increasingly viewing lingerie as a form of personal empowerment rather than mere undergarments.

Brands like NEIWAI (内外), Ubras, and Tongtong Dangdang have capitalized on this trend by promoting messages of comfort, inclusivity, and authenticity. NEIWAI, for instance, launched its ‘No Body is Nobody’ campaign, challenging beauty standards and celebrating diverse body types—a move that resonated deeply with urban Chinese women.

The Rise of Self-Expression in Lingerie Choices

Gone are the days when black and skin-tone bras dominated drawers. Bright reds, electric blues, and lace-trimmed sets are flying off e-commerce shelves. On platforms like Xiaohongshu (Little Red Book) and Taobao, hashtags like #MyLingerieStyle and #ConfidentInLace have amassed millions of views, showcasing real women flaunting bold choices.

A survey conducted by Alibaba’s Tmall in 2022 revealed key consumer preferences:

Note: Percentages are not mutually exclusive.

Interestingly, while comfort remains king, the demand for aesthetic appeal is rising. This duality is where modern brands thrive—merging soft fabrics like modal and organic cotton with daring cuts and vibrant patterns.

Why Bold Styles Are Here to Stay

Social media influencers and body-positive movements have played a pivotal role. On Douyin and Weibo, real-body try-on videos have replaced airbrushed ads. Authenticity sells. As one TikTok creator put it: “I want my lingerie to feel good and look fierce—why choose?”

Moreover, younger consumers see their underwear as an extension of identity. A red lace bra isn’t just fabric—it’s confidence. A sheer mesh set isn’t scandalous; it’s self-assured. This mindset shift is particularly strong in first- and second-tier cities like Shanghai, Beijing, and Hangzhou, where disposable income and exposure to global trends converge.

For international brands eyeing the Chinese market, localization is key. Victoria’s Secret struggled initially due to its Western-centric glamour model, but has since revamped its strategy—launching smaller cup sizes, featuring local models, and emphasizing comfort. Meanwhile, homegrown brands dominate by speaking directly to local values.

In conclusion, the rise of bold styles in intimate apparel among Chinese consumers is more than a trend—it’s a cultural evolution. As women claim ownership of their bodies and choices, the lingerie drawer has become a canvas of self-expression. Whether it’s a neon bralette or a minimalist bamboo set, what matters most is how it makes the wearer feel: seen, strong, and unapologetically themselves.

Explore more on how the intimate apparel revolution is unfolding across Asia—click here to dive deeper into consumer behavior trends.