In recent years, with the continuous development of feminism in China and the increasing diversity of aesthetics, we are collectively saying "no" to body anxiety, stereotypes, and distorted beauty standards.

But let's rewind ten years – to an era when "cleavage" was still a highly touted concept – and a brand quietly decided to be the first to speak up for women with small breasts.

Founded in 2015, FREELASS is one of the earliest brands in China to focus on designing lingerie for women with small breasts. Initially, we wanted to give a voice to women with smaller busts and break the market's stereotypical aesthetic that "a fuller bust is a better figure." We believe that small breasts can be sexy too, and confidence itself is a form of charm.

Over the past decade, we have continuously listened to our users and refined our products, moving from a stage of "proving sexiness" to a more relaxed and self-consistent stage of "accepting all choices." In the summer of 2025, we launched our new concept, "Pad or Not," advocating for the freedom of dressing with or without padding, returning to women's true selves, and respecting all body states.

FREELASS has always been committed to "the freedom of dressing for women with small breasts."

We firmly believe that:

Every body deserves respect

Every choice should be accepted and understood

Sexiness is not a standard, but an attitude

Self-consistency is more important than pleasing

We make lingerie, but what we want to convey goes far beyond lingerie.

Q1: As the first intimate apparel brand focusing on the "small breast" market, what kind of "small breast universe" does FREELASS hope to build?

FREELASS: Our "small breast universe" is not about labeling small breasts, but about creating more choices for this body type that is inherently unremarkable yet has long been viewed differently. In this universe, small breasts are not a problem to be solved, but a harmonious part of your body. We hope to provide not just products, but emotional support, a mindset of "no need to pander, no need to explain."

Women with small breasts can be sexy, androgynous, cool, or relaxed. They can choose different ways to dress, with or without padding. The core of this universe is freedom and equality.

Q2: While many brands are reluctant to use the word "sexy," FREELASS's slogan remains unchanged: "Small breasts are sexy too." How will you reinterpret this "sexiness" in 2025?

FREELASS: We used to say "Small breasts are sexy too," as a form of protest: we didn't accept that sexiness was defined by breast size.

With the rise of women's voices in society, and sexiness no longer being defined by men, we want to say: being sexy is possible, and not being sexy is also acceptable.

Sexiness is never an external standard, but rather an inner order, composure and confidence, the power of self-acceptance, and an inner charm.

We are still sexy, but we no longer emphasize a particular type of sexiness. Instead, we encourage every woman to find her own unique sexiness. It's no longer a goal that must be achieved; it can be a choice, or it can be set aside. This is a growth we've achieved together with our users.

Q3: In the world of French fashion, there's a classic description: "effortless chic." How does FREELASS embody this "effortless chic" through its products?

FREELASS: The essence of French "effortless chic" lies in the combination of relaxation and attention to detail. We adhere to this principle in our products:

✔ Material selection emphasizes lightweight, skin-friendly, and pressure-free materials.

✔ Design avoids strong push-up structures, allowing the body to naturally curve.

✔ Soft underwires, no restriction, and removable padding provide more freedom of movement.

✔ Details such as lace, modal, and thin straps showcase understated elegance.

Every piece of FREELASS lingerie is effortlessly comfortable and beautiful. This "wearing it for yourself" attitude is what we understand as "French relaxation."

Q4: As an early online brand that achieved significant success, instead of seeking funding or establishing physical stores, you've focused on stable distribution through e-commerce and social media platforms. What is the brand philosophy behind this?

FREELASS: Actually, many investors offered us opportunities in the early stages, and we wavered at times. However, we've always believed that a brand's long-term value isn't built on burning money, but rather on the emotional resonance with genuine users.

Our choice to slow down, refrain from seeking funding and expanding offline, isn't a rejection of expansion, but rather a greater emphasis on the brand's own growth pace. We want every expansion to be built on a foundation where users truly understand and like us.

In recent years, we've focused more on user communication and content creation, embedding our brand philosophy into users' daily lives. I think this is the key reason why we've been able to accumulate experience and maintain continuous growth.

Q5: This year marks the brand's 9th anniversary, almost 10 years now. Are there any celebratory events or goals for the next decade that you could share?

FREELASS: Yes, this year marks FREELASS's 9th anniversary. We're preparing a series of brand initiatives themed "Redefining Sexiness." We rarely hold grand celebrations, but each year we design heartwarming brand merchandise to engage with users on a deeper level. Every woman resonates with the topic of female empowerment; some express it, while others choose to remain silent, resonating with certain viewpoints.

In the next decade, we hope to extend our brand from "body-friendly" to "emotionally friendly," not just catering to women with small breasts, but offering understanding, choice, and respect for all body states not defined by mainstream standards.

This June, upon seeing FREELASS's new product promotional video, "pad or not," along with the brand statement, "Pads or not, it's all good. Sexy is fine, not sexy is fine too. A little enhancement is okay, natural is best. No need to pander, no need to explain," the editor was inspired. In Western art history, the human form is considered the "ultimate beauty"—the name CURVE originates from this.

Further afield, in France, where feminism first awakened, shop windows display not "standards," but a myriad of styles. One can be bold and assertive, or relaxed and at ease; sexiness is an option, as is naturalness. There's no need to please anyone, nor to shy away from gazes; embracing the body's natural curves is the highest form of elegance.

Beauty is never one-size-fits-all, and every woman deserves the freedom to choose what feels right for her. Curve Shanghai hopes to use itself as a stage to give the public the opportunity to see a more diverse world of intimate apparel design.

On October 13-14, 2025, we invite you to the Shanghai Exhibition Center for a design feast of intimate fashion.

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