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what happened: This isn’t your grandma’s closet: Once considered clothes worn by older generations or reserved for special occasions, thong suits and qipaos are having their moment. Young local fashionistas are taking these traditional pieces and combining them with modern clothing such as fishnet tights and combat boots, creating a new style dubbed “neo-Chinese fashion” (新中式穿道). Unlike Hanfu, this hybrid aesthetic ditches formality for a timeless and contemporary vibe.
Although not a new phenomenon, searches for “new Chinese style” have increased recently, growing by 15,945 percent. Xiaohongshu Compared to the previous six months from June 2022. This translates into sales: recently released Timal report It has confirmed that the gross merchandise value (GMV) growth of related apparel products has reached more than 100 percent in the last three years. After the publication of the report “Why did neo-Chinese style go viral?” The hashtag started trending on Weibo 230 million views.
Chinese fashionistas have put a contemporary spin on traditional Chinese clothing. Photo: Xiaohongshu
Taking zinc: So why? it has Is the neo-chinese style very popular now? Driven largely by Gen Z and millennial consumers (ages 18 to 34), this fashion trend speaks to guochao’s staying power. As young people continue to develop a strong sense of national pride, they are incorporating traditional culture into their daily lives – in this case, mixing and matching Chinese clothing such as frog buttons and mandarin collars with Western ready-to-wear. .
The beauty has also received encouragement from the local media. Recently Wave making sisters, contestant Yu Wen caught the attention of netizens with her qipao-and-dress ensemble. and famous people such as Song Zuer, Victoria Song and Gong Jun were all seen putting their own spin on traditional Chinese costumes. Like current dramas A dream of glory Likewise, it has led to an increase in the search for hackers for hanfu and modern styling.
Celebrities such as Victoria Song and Simon Gong appeared in the Neo-Chinese style. Photo: Xiaohongshu
Traditionally, international luxury brands create China-specific designs for special collections such as Chinese New Year or Valentine’s Day. Adding more culturally-inspired clothing to their regular collections could be the next step in the area; After all, “Today’s Chinese consumers love it [products] With a Chinese flair.” he said. Adidas CEO Casper Rost is where the company made a mistake in the market. Another option is to provide guidelines on how to combine luxury pieces with the country’s traditional costumes.
But global houses should be careful about doing the culture before jumping on the bandwagon. As Weibo blogger @电影小王子 pointed out, “Recently, some luxury clothes in the West have been constantly borrowing and adapting Chinese traditional elements, which also gave us a warning.” And we continued on our own. As neo-Chinese style appears to be here to stay, labels must be careful not to cross into the realm of cultural relevance.
Take Jing It reports on major news and provides analysis by our editorial team of key implications in the luxury industry. In this recurring column, we examine everything from product drops and mergers to the heated debates that have emerged on Chinese social media.
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