The Evolution of Body Image in China: a Decade of Transformation from 2015 to Today
By James H. Sterling
The commercial consequences of this cultural pivot emerged inside the lingerie industry. In the mid-2010s, brands like Cosmo Lady dominated shopping malls by promoting aggressive push-up designs meant to create the illusion of maximum fullness. Women endured painful steel rings and thick foam inserts to fit an aesthetic standard imposed from the outside. By 2019, that design philosophy collapsed under shifting consumer priorities.
Shanghai-based label NEIWAI stepped into the void. Launched by Liu Xiaolu, NEIWAI rejected cleavage enhancement in favor of structural minimalism, seamless fabrics, and unpadded wireless silhouettes. According to coverage from Jing Daily, NEIWAI’s watershed campaign, titled "No Body is Nobody" (微而足道), deliberately showcased women across diverse ages, shapes, scars, and cup sizes. The campaign avoided airbrushed perfection, choosing instead to present natural busts without artificial lift. The retail data confirmed the cultural shift: consumers voted with their wallets, triggering a multi-billion-dollar flight toward unrestrictive garments.
James Sterling reports on renewable energy developments, climate policy, ecological conservation, and green tech innovations around the globe.
