Overview#
Chinese lifestyle brand Neiwai continues to innovate, using professional yarn techniques on silk, its core material, to craft a home collection that challenges the delicate standards of lingerie production.
At the same time, Neiwai introduces the “In Her Place” program, a platform dedicated to empowering female creators in authentic expression.
Through this initiative, Neiwai aims to highlight the voices of women breaking through societal constraints, familial expectations, and personal barriers, forging new narratives and possibilities.
In its inaugural chapter, Neiwai collaborates with Chinese artist Ma Lingli on “Refracted Chorus,” an art installation that reimagines static portrayals of the female form using silk as a canvas. Hosted at Neiwai’s flagship store in Shanghai’s Jing’an Kerry Center, the exhibit serves as a testament to the brand’s commitment to elevating women’s perspectives.
Netizen’s reactions#
Through this project, Neiwai showcases its unwavering commitment to women-driven narratives and empowerment. Since 2019, the brand has celebrated International Women’s Day with dedicated campaigns, solidifying its rapport with local clientele. While this year’s initiative may not have garnered the same fervent response as its celebrated “No Body Is Nobody” campaign, its emphasis on women's perspectives presents a notably more balanced and nuanced approach compared to previous endeavors.
Verdict#
Neiwai’s dedication to female-focused marketing dates back to its establishment in 2012 with the founding of the Her Voice Forum, a platform enabling women of diverse backgrounds to freely express themselves. This commitment has only strengthened over the years, as evidenced by projects like the 2019 documentary series “I Am ____, Also Myself,” directed by Mai Zi and featuring prominent figures such as ballet dancer Tan Yuanyuan and actress Du Juan. Subsequent endeavors like the online program “In the Crowd” further underscore Neiwai’s dedication to portraying the multifaceted lives of contemporary women.
From the viral success of “No Body Is Nobody” to the empowering message of “My Body To Me,” Neiwai’s marketing strategy has evolved in tandem with its brand identity. The “In Her Place” program marks a new chapter, engaging female creatives to co-create tangible artworks that resonate with the brand’s ethos.
As Neiwai expands beyond lingerie into sportswear and daily wear, it faces the challenge of standing out in an increasingly crowded lifestyle market. However, its steadfast dedication to amplifying women’s voices sets it apart from competitors and helps the brand authentically connect with China’s ever-important female consumers.