Research: Modern Chinese Fashion Trend
(Project 2: Sequences and Time)
A recent McKinsey report has confirmed that Chinese consumers enthusiasm for domestic brands did not wane. What has changed translates to ‘’national trend’’, entered a new chapter in 2022, and blossomed into xin zhongshi (Modern Chinese style) or neo-Chinese style. AS with guochao, neo-Chinese style combines traditional Chinese fashion and modern elements, but does in a bolder and ‘’edgier’’ way, borrowing from niche aesthetics, such as cyberpunk, goth, and the hyper-popular Y2K style. It is fueled by Chinese consumers increasing interest in domestic brands that celebrate Chinese traditions, customs, and culture.
Neo-Chinese fashion, meanwhile, often features Chinese elements in subtler ways and pairs them with other modern aesthetics, such as dyed hair and bold makeup.
Following the publication of a white paper titled ‘’2022 Taobao and Tmall Apparel Industry Trends Report’’ on August 26, the hashtag ‘’Why has neo-Chinese style gone viral?’’ has been trending on the microblogging platform Weibo and garnered more than 230 million views.
Influenced by the rise of Douyin and Xiaohongshu, China’s answers to TiktTok and Instagram, neo-Chinese style has dramatically evolved over the past few years. Niche Gen Z communities in China thrive on these platforms, sharing everything from their OOTD (outfit of the day) to makeup tutorials and masterful cosplay getups.
A search on Xiaohongshu reveals the hashtag ‘’Neo-Chinese style’’ has been viewed approximately 130 millions times, while Neo-Chinese Style Outfits’’ has been viewed more than 72 million times.
Some of these brands gravitate towards neutral colours and sophisticated vibes when interpreting neo-Chinese style; other borrow elements from trending aesthetics like Y2K and cyberpunk.
The success of neo-Chinese style stems from the ongoing national trend craze, but it can also be attributed to crossover creativity. With their daring and experimental fashion sense, Chinese youth feel seen by brands that combine elements of their culture with the digital world and niche aesthetics.
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