Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily
Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily

Ubras outsold Uniqlo at last year’s Singles’ Day and Victoria’s Secret push-ups are losing out to comfy, label-free underwear: how young Chinese brands are winning the bra wars

China’s relatively new digital bra labels, including Bananain, Ubras are Livary Mio, are raising millions in investment capital – and quickly becoming the underwear brands of choice for China’s millennials and Gen Z

Topic |   Millennial style
Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily
Chinese women are increasingly eschewing uncomfortable underwire and push up bras for more comfortable options. Photo: Jing Daily
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