A guest article by Mizuki from SPLASH, a Japanese e-commerce boutique. Lingerie in Japan is more than just underwear. It is a quiet luxury — a way of adorning oneself not for others, but for one’s own sense of beauty, confidence, and inner strength. Rooted in this philosophy, SPLASH curates premium lingerie with a concept of “affordable luxury”, featuring both emerging Japanese designers and select European pieces. This article explores how Japanese aesthetics, anime culture, and traditional craftsmanship have shaped a uniquely ‘quiet yet bold’ lingerie philosophy.
Transformation and Empowerment: The Influence of Anime Culture
In Japan, the idea that “clothing transforms the self” is deeply ingrained — particularly through anime and video game heroines such as Cutie Honey and Sailor Moon, who gain strength through costume changes that emphasise femininity and power.
This concept extends to real-life lingerie in Japan. Like a secret costume only the wearer knows about, lingerie becomes a tool for emotional empowerment — grounding, energising, and aligning the inner self.
Hidden Elegance: The Aesthetic of “What’s Not Seen”
Or, Why Do We Want to Be Beautiful, Even When No One Is Looking?
Japanese culture has long valued the beauty of what is hidden. In traditional kimono dressing, inner layers such as juban (undergarments) are chosen with as much care as the outer robe. During the Edo period, it was fashionable to wear plain outerwear with flamboyantly embroidered linings — a concept known as iki, or stylish understatement.
This aesthetic of layering, softness, and discretion lives on in Japanese lingerie design, where even the tactile experience — the way fabric glides over skin without noise — is part of the beauty. It’s an emotional experience, not just a visual one.
Redefining Sexy: From ‘Boosted’ to ‘Natural’
In the 1990s and early 2000s, Japanese lingerie favoured push-up bras and shapewear that helped women emulate an idealised figure. But today, Japanese beauty standards are quietly shifting.
Now, comfort, natural silhouettes, and emotional authenticity are prioritised. Designers are moving toward soft, minimal designs that celebrate the body as it is — an evolution that reflects broader global conversations about body positivity and self-acceptance. SPLASH launched in 2007 and while classic underwire bras used to be popular, non-wired bras have now become more popular.
Touch, Detail, and Craftsmanship: The Japanese Approach
As with other countries, neutral colours are popular in Japan, particularly for practical everyday underwear. However, since lingerie often reflects personal aesthetics, there is also a strong preference for vibrant and colourful styles beyond just neutral tones.
What really defines Japanese lingerie today is a meticulous attention to detail and a reverence for the tactile. Designs emphasise seamless comfort, elegant cuts that follow the body, and fabrics chosen for how they feel — not just how they look.
Many designers have trained in Paris, Milan, or London, absorbing European traditions before reinterpreting them through a uniquely Japanese lens. From hand-stitched Leavers lace to ultra-precise pattern-making for diverse body types, Japanese lingerie represents an artisanal fusion of East and West. SPLASH seeks out these slow-crafted brands — where beauty resides not just in appearance, but in the time, care, and touch behind each piece.
5 Japanese Lingerie Brands to Know
Here are five standout brands redefining what lingerie can be:
Maimia by Mai Kaminari
Elegant, dressy, and unapologetically sensual. Known for rich colours, intricate lace, and sculptural cuts that highlight feminine curves. Winner of INTERFILIÈRE Shanghai’s Young Label Award and a 2022 exhibitor at the Salon International de la Lingerie.
N bijoux by Nana Hiraishi
Combines luxurious Japanese silk with traditional wabi-sabi aesthetics (a unique Japanese aesthetic that finds beauty in imperfection, impermanence, and simplicity). Ethically produced entirely in Japan. Think of it as lingerie as fine craftsmanship — sensual yet serene.
Lilose by Michimi
Named after the lily and the rose, symbolising strength and grace. Fuses apparel and lingerie with natural materials and understated elegance. For those who embrace unadorned beauty.
Kiff by Akari Morita
Meaning “crossed skins” in English. Intimate, delicate materials meet emotive design — meant to stir feelings and invite closeness. Designed with the philosophy that lingerie is an essential part of fashion, with modern looks such as strapping and harnesses that are easy to mix and match, making them perfect for everyday wear. One of SPLASH’s most emotionally-resonant selections.
Alquarte by Midori Suzuki
Where function meets fashion. Blurs the line between art and underwear with pieces meant to be worn like ‘everyday couture’. Ideal for those seeking wearable beauty.
The Future: Introducing Japan’s “Hidden Beauty” to the World
Lingerie in Japan is blooming into something truly distinct. Just as the country absorbed and adapted Western culture after opening to the world only 165 years ago, it continues to reinterpret global traditions into something uniquely its own.
SPLASH stands at the intersection of East and West, connecting Japanese craftsmanship, cultural depth, and modern values with a global audience. Perhaps, in time, these quiet philosophies will echo back to the lingerie capitals of Europe — not with fanfare, but with elegant grace.
So, what do you think about Japan’s approach to lingerie design?
1 comment
This article beautifully captures the essence of Japanese lingerie. It’s not just about what’s visible—it’s about the quiet confidence and elegance that comes from within. The influence of anime heroines and the tradition of kimono underlayers resonate deeply. As someone who believes in the power of feeling good beneath it all, I appreciate how Japanese lingerie celebrates both comfort and sensuality. Brands like Maimia and N Bijoux are redefining what it means to be bold in subtlety.