Round Table China Comfort first! Rethinking the bra
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Aug 20, 2025 The podcast dives into the evolution of women's undergarments, spotlighting a shift towards comfort over traditional aesthetics. Wire-free and easy-fit designs are celebrated as symbols of self-expression. Discussion highlights the changing perceptions of attractiveness and self-image influenced by feminism. It also unpacks the lingerie industry's transformation in response to consumer demand for inclusion and sustainability. The concept of 'no size bras' emerges, simplifying shopping and reshaping the retail experience.
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Comfort Over Shaping
- Chinese women are shifting from bras that shape for others to wire-free, comfort-first designs that celebrate natural bodies.
- Yu Shan links this to a cultural move away from older marketing that emphasized lift and sexiness.
Comfort Reflects Broader Fashion Trends
- The comfort trend mirrors a wider clothing shift where consumers value functionality alongside style and inclusivity.
- Steve notes the market growth is driven by premium comfort, inclusivity, and sustainability expectations.
Personal Journey Away From Victoria's Secret
- He Yang recounts her past belief that push-up bras and Victoria's Secret imagery gave her confidence.
- She now rejects that ideal and feels confident embracing her natural body without shaping undergarments.