As the tastes of Chinese consumers have become ever more sophisticated, people are no longer obsessed with those big labels and logos. Glorious appearance is not everything - whether the product is of high inner quality is more essential. As for the lingerie, Chinese women are turning their eyes to brands with premier quality and luxurious yet low-profile designs.
After the internationally-renowned La Perla and Victoria's Secret, France's high-end underwear label Vannina Vesperini is another lingerie brand that has made a full landing here in China. And it doesn't come here alone; it chose to work with Wenee couture, an underwear brand originating in Taiwan that specializes in custom-made lingerie. Together they decided to pioneer a new underwear trend for Chinese women.
Designer Vannina has revolutionized lingerie standards and invented innerwear as outerwear fashion.
"Our products are very attractive, but at the same time, we also have the innocent purity that you can only find in children. Just like Marilyn Monroe, she is full of feminine charm, but deep inside she is only a little girl. This is the intersection point our products have been seeking", said designer Vannina Vesperini.
Along with the evolution of foreign brands, Chinese consumers are getting to a new level in shopping for delicate personal wear, which points to their increasingly sophisticated tastes and attitudes to foreign brands.
With more and more young people buying underwear more as a fashion accessory than just as a piece of functional apparel, the lingerie sector is growing exponentially. According to a report from China Business Network Data, domestic lingerie retailers' online sales grew over 20 percent annually in recent years, the fastest among all women's apparel online.