# Liberating Lingerie Brands Pillowbook Aims to Empower Women While Embracing Openness By Jana Pijak | Published 2016-06-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/pillowbook References: [love-pillowbook](http://www.love-pillowbook.com/about/) & [instagram](https://www.instagram.com/love_pillowbook/) Lingerie brand Pillowbook is hoping to empower women with its liberating views on female sensuality. Founded by intimate apparel designer Irene Lu, the company is inspired by [ancient Chinese art works](https://www.trendhunter.com/trends/toy-stories) that acted as adventurous love guides for newlyweds. These vintage pillow books centered around seduction and pleasure and are the main inspiration behind the [lingerie brand's](https://www.trendhunter.com/trends/syrn) name. "Creating an alternative design aesthetic with a healthy dose of eroticism to inspire our lovers to seduce, pleasure and empower," is the brand's main mantra and is one that aims to encourage open conversations about sex among women in China -- where modesty on the topic still remains expected by most. Crafted in Beijing, each of Pillowbook's undergarments is [handmade by artisan](https://www.trendhunter.com/trends/hendon-heritage) Mrs.Yin XiaoFeng and her assistant Emily Chow, staying true to values that include ethical employee treatment, strict quality control and brand transparency. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 94% | Activity: 96% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What's Driving This Trend - **Empowering Lingerie:** Opportunity to disrupt the lingerie industry by focusing on empowering women through design and messaging. - **Ancient Art Influence:** Opportunity to innovate by incorporating inspiration from ancient art forms to create unique and culturally significant lingerie designs. - **Open Conversations About Sex:** Opportunity to disrupt societal norms and stigma around discussing sex openly by promoting open conversations among women. ### Who This Affects Most - **Lingerie:** Disruptive innovation opportunity in the lingerie industry by embracing new design aesthetics and empowering messaging. - **Ethical Fashion:** Disruptive innovation opportunity in the ethical fashion industry by focusing on handmade garments and transparent supply chains. - **Sexual Wellness:** Disruptive innovation opportunity in the sexual wellness industry by promoting open conversations about sex and empowering women. ## Related on Trend Hunter - [Mother-Daughter Founded Intimates Brands](https://www.trendhunter.com/trends/cureus-label.md) - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Delicate Bridal Lingerie Lines](https://www.trendhunter.com/trends/bridal-lingerie-line.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Empowering Menstrual Care Solutions](https://www.trendhunter.com/trends/menstrual-care-solutions.md) - [Ultra-Light Intimates Silhouettes](https://www.trendhunter.com/trends/feather-lace.md) - [Vibrant Lingerie Collections](https://www.trendhunter.com/trends/lorette-springsummer-collection.md) - [Luxe Comfort-Forward Loungewear](https://www.trendhunter.com/trends/bloomers-intimates.md) - [Love Letter Lingerie Collections](https://www.trendhunter.com/trends/anoeses-love-letter.md)