Xixili, a Malaysian intimate apparel brand, is revolutionizing the Southeast Asian lingerie industry. Established by a group of Malaysian women in the early 2000s, Xixili aims to provide women with the perfect fit and style, challenging the conventional standards set by global lingerie giants. The brand’s founders, who experienced a significant transformation in confidence and posture after wearing correctly fitted bras, sought to offer the same experience to other women.
Unlike many Western brands that promote a narrow view of the female form, Xixili celebrates body diversity and caters to a wide range of sizes and shapes. With cup sizes ranging from A to I and band sizes from 65 to 110cm, Xixili focuses on assisting customers in finding the right fit and support tailored to their body types.
Tara Tan, Xixili’s chief marketing officer, emphasizes the brand’s commitment to providing a diverse range of lingerie that meets the needs of women across different stages of life, from youth to motherhood and beyond. Xixili acknowledges the cultural nuances and diverse body types prevalent in Malaysia, reflecting this understanding in its merchandise mix.
Recognizing the shift towards online retail, Xixili has expanded its presence through digital channels and international distribution points. The brand has integrated technology and empathy to enhance the online shopping experience, offering features like the ‘Try-in-Store’ option and a 3D avatar tool for customers to visualize how different styles may fit.
Moreover, Xixili has partnered with Universiti Sains Malaysia to develop the country’s first anthropometric breast database, aiming to design products based on real data from Southeast Asian women. This scientific study seeks to create lingerie that is informed by the unique body shapes and sizes of Malaysian women, rather than relying on Western standards.
Looking ahead, Xixili plans to deepen its market penetration in Southeast Asia while exploring opportunities for targeted international expansion. The brand’s focus on inclusivity, innovation, and customer-centricity positions it as a trailblazer in reshaping the intimate apparel landscape in the region.
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