In recent years, as feminism gains momentum in China and beauty standards become increasingly diverse, more women are collectively rejecting body anxiety, stereotypes, and distorted ideals. Yet if we rewind to ten years ago—when “cleavage” was still widely celebrated—one brand had already quietly decided to speak up for women with smaller busts.

Founded in 2015, FREELASS was among the first lingerie brands in China to focus exclusively on smaller busts. At the very beginning, the mission was simple: to give voice to women with smaller busts and to challenge the stereotype that “push-up equals beautiful.” The brand believes that small busts are equally sexy and that true confidence is the ultimate form of attraction.

Over nearly a decade, FREELASS has evolved by listening to its community. The brand has shifted from the early phase of “proving sexiness” to a more relaxed and self-assured stage: “accepting every choice.” In the summer of 2025, FREELASS launched its new concept “Pad or Not”, encouraging women to embrace freedom of choice—whether with padding or without—celebrating the natural self and respecting every body as it is.

A Universe for Small Busts

Q1: As the first lingerie brand dedicated to smaller busts, what kind of “universe” does FREELASS envision?

We are not here to label “small busts,” but to create more freedom of choice for bodies that should never have been treated as “special.” In this small bust universe, small breasts are not something to be fixed—they are a natural, harmonious part of the body.

What FREELASS provides is more than products; it is emotional support, a mindset of “no need to conform, no need to explain.” Women with smaller busts can be sensual, androgynous, cool, or relaxed. They can wear padded or non-padded lingerie. The core of this universe is freedom and equality.

Redefining Sexy in 2025

Q2: When many brands now avoid the word “sexy,” FREELASS still holds on to the slogan ‘Small Busts Are Sexy’. How do you reinterpret this today?

When we first said “Small Busts Are Sexy,” it was a protest. We refused to let cup size define what is sexy.

With women’s voices growing stronger in society, sexiness is no longer defined by men. Today, we say: being sexy is okay, but not being sexy is okay too.

Sexy is not an external standard; it is an inner order—confidence, composure, and self-acceptance. It radiates from within. We are still sexy, but we no longer emphasize one single definition of it. Instead, we encourage every woman to discover her own version of sexy. It can be a choice—or not. This evolution is something we’ve grown together with our users.

Effortless Chic, the French Way

Q3: The French phrase “effortless chic” is iconic. How does FREELASS embody this idea in its products?

At its core, French “effortless chic” is the balance between relaxation and detail. FREELASS designs follow the same philosophy:

l Lightweight, breathable, and skin-friendly fabrics

l No heavy push-up structures, allowing the body to reveal its natural curves

l Soft underwires, no constraints, and removable pads for more freedom

l Delicate touches like lace fabric for lingerie, modal, and slim straps for understated elegance

Every piece of FREELASS lingerie embodies subtle beauty and comfort—meant to be worn for oneself, not for others. This is our interpretation of French-style relaxation.

A Slow but Steady Path

Q4: Unlike many DTC lingerie brands, FREELASS did not pursue aggressive fundraising or offline expansion. Why?

We’ve had investors approach us, and we considered it. But we believe that true brand value is not built on burning money—it comes from real emotional resonance with users.

We chose to grow slower, without external financing or rushing into physical stores. This doesn’t mean we reject expansion—it means we care more about organic rhythm and user connection. Each step forward must be built on authentic understanding and appreciation from our community.

That is why we’ve invested in user interaction and storytelling across e-commerce and social media. We believe this is the foundation of our steady, sustainable growth.

Looking Ahead: From Body-Friendly to Emotion-Friendly

Q5: FREELASS is turning nine this year. Any special celebrations or future plans to share?

Yes, this year marks our 9th anniversary. We are preparing a series of conversations under the theme “Redefining Sexy.” Instead of large-scale celebrations, we prefer designing heartfelt anniversary gifts and engaging deeply with our users around themes of women’s growth.

Looking forward, our next decade will focus on evolving from “body-friendly” to “emotion-friendly.” FREELASS will not only support smaller busts but also advocate for all body types that fall outside mainstream definitions—offering understanding, options, and respect.

Pad or Not: A Higher State of Style

This June, FREELASS released its new campaign “Pad or Not”, along with the manifesto:

“With or without pads, both are fine. Sexy is okay, not sexy is okay. Adding a touch is fine, staying natural is wonderful. No need to please, no need to explain.”

In Western art history, the female curve was once celebrated as the “supreme beauty”—the very origin of the word curve. And in early feminist France, store windows never displayed a single “standard,” but rather endless diversity. Sexy or natural, sharp or relaxed—the highest form of beauty is staying true to your body’s natural curve.

Final Thoughts

FREELASS continues to redefine lingerie for smaller busts, standing at the intersection of lingerie trends 2025, women’s empowerment, and self-expression. As the brand moves into its tenth year, its mission goes beyond lingerie—it becomes part of the broader intimate apparel industry, promoting freedom, choice, and respect for every body.

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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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