September 28, 2021

NEIWAI x Wolford: "Gaze Into Eternity"
A Limited Edition Collaboration

Focusing on sustainable development, the pursuit of high-quality comfort, and tearing down the barriers between Eastern & Western aesthetics to create a fashion line that supports you and the Earth.

NEIWAI and Wolford: concerned with sustainability issues in the fashion industry for a long time, both...

How NEIWAI Utilizes Referrals as a Strategic, Cost-Effective Tool

NEIWAI launched their ‘reward for referral’ campaign at the beginning of May 2021. Both customers who referred a friend and the friend being referred received a $20 Reward. There was no reward limit: customers are rewarded with store credit for every successful referral. The logic is simple – the more friends you refer, the more rewards you earn.

Chinese Lingerie Brand NEIWAI
Raises $100 Million

The brand said the funds will be used for R&D, brand building and sales channel expansion in both domestic and international markets. The Shanghai-based company, founded in 2012, started out with comfortable bralettes as their hero product, and is now expanding into lingerie, loungewear and athleisure. The brand has won praise for its feminist narratives and portrayal of diverse bodies in its marketing, still a rarity in China.

Chinese Lingerie Brand NEIWAI Raised $100M in Series D Funding

The 10-year-old brand said the money raised will be used to develop products and categories, raise brand awareness and accelerate global expansion. NEIWAI, which means “inside-outside” in Mandarin, was founded in 2012 by Xiaolu Liu and her husband Jiang Li after the couple returned home to Shanghai from the U.S. They began by creating high-quality, wireless bras that were comfortable yet stylish and ...

June 11, 2021

Father's Day: Comfort for the most
important men in our lives.

Father’s Day is fast approaching; it’s the day of the year when we celebrate the most important men in our lives – our own dads and the fathers of our children. We've seen how soft and caring they can be, but our societies and cultures often act as if men have to be rough ‘n tough to be 'manly.' (Even worse, many men believe it and ...

April 23, 2021

NEIWAI's 2021
Mother's Day Gift Guide

We have so much to thank our mothers for, and that’s what Mother’s Day is all about - it's that one day of the year when we go above and beyond for our moms to show them how thankful we are. They deserve some of the love, comfort, and support they taught us so much about, and NEIWAI is here to help you find just the right kind for your mom in this guide!

Chinese DTC Brands Going Global: Interview With Xiaolu Liu, Founder Of NEIWAI

Over the past few years, numerous Chinese DTC brands have emerged and quickly become leaders in their product categories. After achieving massive success within China, we are now seeing many of them start ...

April 12, 2021

2021 Barely Zero - Better Than Ever

Barely Zero is better than ever – but don’t worry, you should still expect the same comfort and support you’ve come to know and love (and of course, Your Size is STILL The Size). Barely Zero has been one of our most popular sets since we introduced it last fall, and we’ve been listening to your feedback - the launch of the 2021 version of Barely Zero takes much of that into account, and this newest release brings several improvements...

April 5, 2021

Our First Styling Contest Winners!

If you submitted a photo to our Styling Barely Zero contest, thank you! We loved and adored them all, and it was so hard to choose our favorites - so rather than closing it down completely, we encourage you all to keep tagging and sharing with us on Instagram! We want to see your photos and hear your stories (just like our winners' below), and if you share something that we want to repost & share elsewhere you'll get a $50 gift card!

March 12, 2021

The Women of No Body Is Nobody

NEIWAI recently launched the second part of our ongoing No Body Is Nobody campaign in which we share the perspectives of real women on their bodies, their beauty, and their struggles with society’s beauty standards.

These are their stories.

March 11, 2021

Our First Styling Contest

When we created Barely Zero, we had two goals: comfort and versatility... We wanted comfort that lasts all day & night, with support to get you through whatever life threw at you. We wanted versatility, a bra that changes over time to keep up with your body's journey; a bra that would fit nearly anyone, or the same person at two drastically different life stages. We succeeded.

Fashion brands are tapping into China's new focus on female empowerment

Ahead of International Women’s Day on March 8, China’s homegrown lingerie brand Neiwai launched a female empowerment campaign that got kudos from local media and female shoppers, via digital channels ...

March 2, 2021

No Body Is Nobody

In 2020, NEIWAI started a journey of exploration into true and diverse beauty with the first segment of our NO BODY IS NOBODY campaign. It received critical acclaim and drew the attention of publications such as Campaign, Today, and most recently Business of Fashion. Now, the campaign continues into 2021 with a new chapter that intensifies the original message...

February 8, 2021

NEIWAI's 2021
Valentine's Day Gift Guide

Love is in the air, and we have a list of gifts to help you show just how much you care! Valentine’s Day is an important day for couples everywhere, and every year is another chance to make it special for you and your significant other. There’s the traditional route of course: flowers, chocolates, a candlelit dinner. Those are great! But...

Chinese Brands Can Teach Victoria’s Secret How to Sell Lingerie Today

NEIWAI was one of the first of this new generation of Chinese brands to tap into this current, having been founded back in 2012. With a compound annual growth rate of between 70 and 100 percent over the past three years and a network of more than 100 direct-to-consumers stores in 26 Chinese cities, the brand was already doing well, but in 2020 founder Liu Xiaolu saw its profile skyrocket with the release of a short film ahead of International Women’s Day called ‘No Body Is Nobody.’

China's Top 10 Marketing Campaigns
in 2020

Pandaily evaluated 2020’s advertising campaigns in terms of their creativity, call for action, impression level, and added value. Despite the large number of creative campaigns, we narrowed the list down to our top 10, with entries from these companies: Bilibili, Ding Talk, Genki Forest, W+K Shanghai, NEIWAI, NetEase Yanxuan, Nongfu Spring, Perfect Diary, Pop Mart, and SAIC-GM-Wuling.

December 31, 2020

What's Your 2021 Resolution?

We finally made it! 2020 is coming to a close, and it was certainly a ride. Let’s close the books on this historic year by taking a moment to appreciate some of the GOOD things that happened. Maybe you spent more time with family or developed a hobby while you spent so much time at home? Did you develop your taste in ...

December 8, 2020

The NEIWAI Team's
2020 Holiday Gift Guide

Happy holidays! We polled our team and put together this list of our favorite 2020 gift picks - a "best of" list of our top suggestions in several categories from a variety of sources. It's a quick read, easy to reference, and we hope it'll be valuable to you as you finish your holiday shopping this year!

October 17, 2020

Barely Zero
History in the Making

Last month saw the launch of the much-anticipated Barely Zero Collection. In case you haven’t heard, Barely Zero is a true one-size-for-all undergarment set that uses innovative fabric blends to adapt to any body shape.

Winner of the Outstanding Shop Award for best apparel online store

With over 1.5 million customers worldwide, NEIWAI has tapped into the Western market through the success they've seen in their American online store.

Faye Wong Models For Lingerie Brand Without Showing Off Any Skin

Pop diva Faye Wong has added NEIWAI to her growing list of endorsements after the Chinese lingerie and apparel brand named her as their global spokesperson recently.

NEIWAI Founder Reimagines Female Empowerment Through Lingerie

Despite the quickly-booming market for homegrown brands in China, learning to develop and deliver brand value and identity is a common obstacle for many of them.

Are China-facing fashion and beauty campaigns ready for a makeover?

“I don’t call it a belly, I call it extra charm.” The quote lingers on screen as its speaker, Reli, confidently poses for the camera in a promotional documentary to launch lingerie brand Neiwai’s No Body is Nobody campaign.

How Lingerie Brand NEIWAI Connects with Chinese Women

“I used to hold an umbrella when I went out because I didn’t want to get tanned,” states a tanned Chinese girl nicknamed “Naiping,” sporting an afro.