On June 13, INTERFILIÈRE visited Gujin’s annual order fair held at the Liulin Building in Shanghai and interviewed Ms. Zhang Ying, Chief Designer of the Gujin brand.

A Distinctive Order Fair

On June 10, 2025, Gujin's 2025 annual order fair grandly opened with the theme "New Chapter of Simplicity." A major highlight of the event was the debut of the new product line, “Intimate Confession,” which immediately drew widespread industry attention and injected fresh vitality into the summer lingerie market.

The atmosphere at the fair was vibrant and lively, attracting a large number of participants. The professional presentation sessions covered everything from brand history and craftsmanship heritage to market insights, providing attendees with in-depth and forward-looking guidance for their orders.

A notable achievement: Gujin, one of China's renowned intimate fashion brands, had its 90-year-old bra-making craftsmanship recently added to the 12th Batch of Representative Items on the Intangible Cultural Heritage List of Huangpu District, Shanghai. This traditional craft, refined through three generations of innovation and centered on technologies such as all-cotton fabrics and pressure-free support, continues to meet consumers’ dual demands for comfort and functionality.

At the order fair, INTERFILIÈRE had the privilege of interviewing Ms. Zhang Ying, Chief Designer of Gujin, for an in-depth discussion about the brand's latest upgrades and key highlights of the event.

Among the new product series presented at this order fair, what are the key design or technical breakthroughs for Gujin this year?

Zhang Ying:
In 2024, Gujin made a significant breakthrough in product visual presentation, shifting away from our traditional image focused solely on craftsmanship and pattern-making, and fully embracing youthful design.

Historically, our products were often perceived as catering to mature women. However, this year, after deeply analyzing fashion trends and market feedback, we identified a growing demand from younger consumers. As a result, we overhauled our overall style for a comprehensive upgrade.

While maintaining the brand’s core "3+3 classic patterns," we optimized design details to make the products lighter and more fashionable. For instance, we adopted softer lace designs and used heat-bonding techniques, greatly simplifying the production process—reducing one full-cup bra’s steps from 60–70 to 30–40, and lowering the weight to just 45 grams. This allows women with fuller busts to enjoy a lighter and more breathable wearing experience.

This transformation not only enhances the product’s fashion forecasting but also demonstrates Gujin’s precise responsiveness to consumer needs and our continuous pursuit of craftsmanship and comfort.

In recent years, competition in the lingerie market has intensified. How do you balance the legacy of a “classic brand” with the need for “youthful transformation”?

Zhang Ying:
Functionality and aesthetics are not mutually exclusive, just as heritage and youthfulness don’t have to be opposing ends of a spectrum.

Our ribbed series, for example, is popular among women in their 20s due to its stylish appeal, but it’s also highly appreciated by women over 40 for its excellent shaping and abdominal support.

Internal try-on feedback and market data confirm that this series successfully meets the needs of a wide age range.

Based on these insights, we’re strategically planning product lines and marketing initiatives to bring fashion-forward yet functional designs to a broader consumer base. Our goal is for more people to experience Gujin’s core value of being "both beautiful and comfortable."

Over the next 1–2 years, which sub-sectors of the lingerie market do you see as having the most potential for growth?

Zhang Ying:
After extensive market research and product development, we believe two major trends will shape the future of the lingerie industry:

1. The “silver economy” holds tremendous potential.
Given China’s aging population, we are particularly focused on the unique needs of older women. Considering physiological changes such as spinal curvature and abdominal enlargement, we are developing age-adaptive products with features like easy wear/removal and targeted support.

2. The “young mature woman” segment presents a clear market gap.
Many consumers have shared that traditional comfort-focused bras fail to provide adequate support and shaping post-pregnancy or as they age. To address this, we’re advancing our “young mature” line, which maintains youthful design aesthetics while enhancing comfort and functionality to meet the evolving needs of mature women.

It’s important to note that our aesthetically pleasing products represent more than just visual innovation—they reflect a deep understanding of the evolving needs of modern mature women. Their definitions of comfort and standards of beauty are being redefined, and this is the core inspiration for our product innovations.

This product line has now entered market testing, and we look forward to providing women of all ages with more tailored lingerie solutions.

Opening a New Era with "New Chapter of Simplicity"

With “New Chapter of Simplicity,” Gujin is ushering in a new era. This order fair clearly demonstrates that, grounded in the deep heritage of intangible craftsmanship, and through process innovations like “halved production steps and reduced weight” and product strategies such as “all-age adaptability and precision targeting,” this century-old brand is showing renewed vitality and contemporary relevance.

From strategic positioning in the silver economy to proactive moves into the young mature market, Gujin is redefining the concept of “comfort aesthetics” through design language attuned to the times.

As part of its exploration into new retail, Gujin has launched the video channel “Gujin Official New Retail” and recorded on-site well-wishes from INTERFILIÈRE Project Director Ms. Pu Lihua.

Looking ahead, from October 13–14, the curve show, CURVE & INTERFILIÈRE SHANGHAI 2025, will return to the Shanghai Exhibition Center. We look forward to exploring the future of the lingerie industry together with more innovation-driven brands like Gujin.

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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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