As the intimate apparel industry accelerates toward diversification, functionality, and aesthetic appeal, AIMER · CHUANG has swiftly become a focal point for new-generation consumers with its clear brand positioning and pioneering product philosophy.

From winning the Young Label Awards at CURVE SHANGHAI 2024 to debuting on the runway at INTERFILIÈRE PARIS 2025, AIMER · CHUANG has demonstrated a uniquely expressive voice as a rising “Eastern force.”

We recently sat down with Ms. Xingxing Guan, Head of Retail Operations at AIMER · CHUANG, for an in-depth look at this cutting-edge product line born from the robust foundation of the Aimer Group. We explored how the brand continues to “break boundaries” in product innovation, design language, and sustainable strategies.

A “Life Stylist” for the Modern Woman

AIMER · CHUANG targets independent, confident urban women who value expressing their personal style. These consumers have grown up in multicultural environments, seeking both comfort and practicality, while also emphasizing design aesthetics and emotional resonance.

The brand advocates a “from the inside out” wardrobe concept, offering complete LOOK solutions tailored to various life scenarios — commuting, home, leisure, and ceremonial moments — enabling women to seamlessly switch between roles and fully embody the idea that “you are what you wear.”

Infusing Ready-to-Wear Language into Lingerie

From Fabric Cup Innovation to Structural Design

Rooted in the Aimer Group’s profound technical expertise, AIMER · CHUANG strikes a balance between tradition and innovation in both product and technology.

At its core is the brand’s groundbreaking “fabric cup technology,” which departs from the traditional reliance on thick molded cups. Developed based on ergonomic principles, this system features lightweight, breathable fabric cups that address discomfort and unnatural shaping, offering an original support solution.

Furthermore, by integrating the silhouettes, textures, and structural vocabulary of ready-to-wear garments into lingerie design, the brand redefines support structures and blurs the line between innerwear and outerwear. The result is not just comfort, but a fluid expression of personal style.

Reimagining Eastern Aesthetics: Beyond Symbolic Elements

At the 2025 INTERFILIÈRE PARIS show, AIMER · CHUANG didn’t present stereotypical “Eastern motifs.” Instead, it drew inspiration from Suzhou culture, structurally reconstructing Eastern aesthetics.

Through nuanced details like texture, proportion, and intentional blank space, the brand conveys Eastern spirit while incorporating Western tailoring techniques to create a contemporary “New Eastern” design language.

“We aim to express a technologically inspired East — not a clichéd cultural label,” the brand shared. This fusion of design and culture enhances product distinctiveness and reflects a new generation’s confidence in Eastern identity.

Sustainability = Design Responsibility + User Experience

Rather than adopting sustainability as a mere slogan, AIMER · CHUANG integrates environmental consciousness into everyday wear.

u Low-carbon patented molded cups: Balance support with carbon footprint.

u AIGE® seaweed fiber: Naturally antibacterial, moisture-absorbing, and biodegradable.

u TENCEL™ Modal: Achieves net-zero emissions from raw material to fiber through closed-loop processing.

u Unified material and structure system: Shared base fabrics and components across multiple collections improve material efficiency.

Together, these reflect CHUANG’s view that “sustainability is not a sacrifice — it's a new kind of experience.” It benefits both the planet and the wearer.

Creativity × Functionality: Not a Blend, But a Union

On one of the most critical topics in intimate apparel — the balance between creativity and functionality — AIMER · CHUANG asserts: “There should be no boundaries between the two.”

With “body aesthetics” at its core, the brand transforms support structures, functional fabrics, and breathability technologies into a “visual language.” This creates a sense of design in appearance and comfort in wear.

This approach challenges the stereotype that beautiful equals uncomfortable and meets younger consumers’ dual desire for individuality and practicality.

Resonating with a Young Community

AIMER · CHUANG continues to strengthen its online-offline integration strategy, building emotional connections with younger consumers via WeChat mini-programs, Xiaohongshu, and Douyin. The brand emphasizes community resonance and personalized style, communicating its product philosophy and lifestyle through scenario-based, content-driven, and emotionally resonant experiences.

Closing: Blurring the Boundaries Between “Inner” and “Outer” Wear

AIMER · CHUANG is more than just a designer product line — it’s like a “life stylist” that helps a new generation of women construct self-expression through clothing. Anchored by functionality and rooted in Eastern design philosophy, the brand tells a Chinese style story on a global stage.

AIMER · CHUANG has undoubtedly marked its place on the map of future intimate fashion.

To stay informed on the latest trends and insights from global intimate fashion brands — from fit and function to user experience, environmental impact, and future vision — don’t miss the multidimensional perspective offered by INTERFILIÈRE SHANGHAI.

INTERFILIÈRE SHANGHAI 2025 pre-registration is now open!

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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.

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