What happened: This is not your grandparents’ closet.It was once considered a garment worn by older generations or reserved for special occasions. Combined with contemporary clothing such as fishnet tights and combat boots, it creates a new style called ‘Shinchu Shiki Equipped’. Unlike Hanfu, this hybrid aesthetic is informal, casual and contemporary.

Although not a new phenomenon, there has been an increase in searches for “new Chinese style” recently, small red book As of June 2022, compared to the last 6 months.This led to sales: recently released Tmall Report Over the past three years, we’ve seen gross merchandise value (GMV) growth of over 100% for related apparel products. After the publication of the report, the hashtag “Why Neo-Chinese Style Is So Popular?” started trending on Weibo. 230 million views.

Chinese fashionistas put a modern twist on traditional Chinese clothing.Photo: Xiaohongshu

Jin take: why have Will neo-Chinese style become popular? Primarily driven by his Generation Z and Millennial (age 18 to his 34) consumers, this fashion trend speaks to Guochao’s staying power. Young people maintain a strong sense of national pride and incorporate traditional culture into their daily lives. In this case, it combines elements of Chinese clothing such as frog buttons and mandarin collars with Western ready-to-wear. .

The aesthetic is also getting a boost from the domestic media.in the latest season sisters making wavesContestant Yu Wenwen attracted the attention of netizens with her cheongsam and skirt ensemble. favorite Song Zu’er, Victoria Song, and Gong Jun have all been spotted putting their own interpretations on traditional Chinese costumes.period drama like bright dream Likewise, searches for Hanfu and the latest styling hacks are on the rise.

Celebrities such as Victoria Song and Simon Gong have been spotted in Neo-Chinese style.Photo: Xiaohongshu

International luxury brands usually create Chinese-specific designs for special collections such as Chinese New Year and Valentine’s Day. Adding culture-inspired clothing to our regular collection could be the next step in localization.After all, “today’s Chinese consumer is [products] “In a Chinese Atmosphere” said Adidas CEO Kasper Rorsted talked about where the company failed in the market. Providing a guide on how to blend luxury goods with the country’s traditional dress is another option.

But before global maisons jump on the bandwagon, they must be careful to credit culture. China’s traditional cultural elements are constantly borrowed and appropriated, which is a warning to us: China’s excellent traditional culture must be protected, inherited and developed. And we went on with ourselves: Neo-Chinese style seems to be taking hold here, so labels should be careful not to cross the realm of cultural appropriation.

The Gin Take We report on some of the major news and present our editorial team’s analysis of the significant impacts on the luxury industry. Our regular columns analyze everything from product drops and mergers to the heated debates that have sprung up on Chinese social media.