“There are people who see a “goddess” as a woman with big breasts. And if she shows a lot of cleavage, they call that sexy. Personally, I think that being sexy is about an entire person’s beauty, and not just about physical attractiveness.” Daini Xu

In the last twenty years, China’s attitude towards lingerie hasn’t changed much. The best-selling pieces are still those that sculpt and contour women’s bodies into the “right” shape. Chinese women are still heavily influenced by media and antiquated values, choosing not to embrace their body as it is, but to wear shape-adjusting lingerie to look “sexier”.

Daini is determined to change this situation, she hopes to use the Internet era to cultivate a different way of thinking – from woman to woman. That’s how the Oxygen app was borne. Through this platform, she promotes and sells international lingerie brands, engages women in a discussion forum, and also organises exhibitions. Additionally, users can order products to try them on, and then upload their review as well as pictures of themselves wearing the lingerie to the app. She hopes that by creating an open environment, she can help educate and empower Chinese women: “There are so many choices in life, why should I give up on myself. If you take a look around, you will find that the world is very forgiving, everybody is different and there are many different values and opinions. I hope that by creating Oxygen, I can cultivate this kind of an open culture. People shouldn’t live with tunnel vision, but instead live life to its fullest.”

Daini attempts to break down traditional mainstream values, so that every woman can see her own beauty, grasp all the opportunities available to her and ultimately, stay true to herself.

Daini is an Unreasonable woman.