Atelier Intimo is among the Chinese lingerie brands sold at Xinlelu, a multibrand lingerie store in Shanghai. Its owner, Yilei Wu, says: “The most important thing for foreign brands that come to China is to understand Chinese ideas of ‘sexiness’.”

What’s sexy in China? Women buying lingerie spurn Victoria’s Secret for homegrown brands

  • Even as US intimate wear giant grows in China, women in leading cities such as Shanghai are rejecting its branding and buying more feminine Chinese lingerie
  • Local lingerie makers understand better what the sophisticated younger Chinese customer wants – comfort and a more unisex look – a store boss says
Topic |   Fashion

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Atelier Intimo is among the Chinese lingerie brands sold at Xinlelu, a multibrand lingerie store in Shanghai. Its owner, Yilei Wu, says: “The most important thing for foreign brands that come to China is to understand Chinese ideas of ‘sexiness’.”
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