1、The New China Chic for Gen Z ConsumersCOTTONBRO INDEX123 4 IntroductionPlatforms,Strategies,KOLs,China Chic BrandsNew China Chic TrendsLOUMUTAKUKey Points of Gen ZersKey TakeawaysGrowing up as an only child in a particular era,and being spoiled by two generations,Chinese Gen Zers have developed uniq

2、ue characteristics.They are confident and optimistic with no concern for money.As digital natives,Gen Zers are more open-minded,diverse and inclusive.Self-defining,self-expressive and experience-oriented,they are free to shape their own preferences.As Chinas national strength and economy continue to

3、 grow,it is logical that citizens view China as the number one country in the world.Their unshakable cultural confidence makes them willing to promote innovative developments of fine traditional Chinese culture and take up the important task of cultural revival.In recent years,the younger generation

4、 has slowly been moving away from being attached to brands,to expressing themselves through diverse clothing choices.They are proving that diversity,affordability and individuality are becoming the new“China Chic”trend.IntroductionNew China ChicFrom the perspective of fashion,what is the China Chic

5、trend?It is not a stereotypical Chinese style,but it is the unification and reproduction of multiple symbols and traditional codes.Numerous designers and brands try to explore a multicultural fusion and break the worlds stereotypes of Chinese aesthetics with a contemporary perspective.If western mai

6、nstream fashion wants to persistently penetrate the Chinese market,it also needs to observe and adapt to the China Chic trend which grew from format adaptation to creative interpretation.In order to get a comprehensive understanding of Gen Zers interests,behavioral patterns and preferences,the repor

7、t will first provide insights about platforms that outline successful marketing strategies,Gen Z influencers and China Chic brands.Then we delve into the China Chic trend to understand how Gen Z redefines the trend that showcases their own culture.JINJINGLELABELHOODYU PRIZE創意大獎R-SPACE 實驗室&REDLabelho

8、od is a fashion incubator for young Asian designers.It is a label,service,channel provider,and also a self-styled cultural community that connects creative designers with Gen Zers.Sponsored by Yu Holdings Venture Capital Agency,The YU PRIZE Creative Award explores and cultivates the most promising a

9、nd trailblazing creative power of Chinas new generation.Red and XINTIANDI join forces with well-known Chinese designers to launch virtual fashion at Red R-SPACE,allowing Gen Zers to experience digital fashion.Platforms Connecting Gen ZAlexander Wang&Liang XiaoqingZara&Susan FangMoncler&Pop MartAlexa

10、nder Wang implemented a strategic China Chic”campaign by inviting the most popular Taobao“Auntie”model which has a huge traffic flow and attention from the young generation.Teaming up with Chinese designers is a smart move to delight Chinese domestic customers.Zaras collaboration with Susan Fang for

11、 the Chinese New Year capsule collection was a strategic success.Embracing the growing number of Kidults Gen Zers,Moncler as the first luxury brand collaborating with Pop Mart launched SPACE MOLLY MONCLER collectible toys which was a successful move to create a frenzy in China.Strategies Attracting

12、Gen Z墊底辣孩柳葉熙渡邊真美Douyin KOL diandilahai pays homage to luxury houses by creating videos like“How to become an international model”.He dresses up with his own wardrobe to emulate looks from high fashion campaigns,and has quickly gained 7.26 million followers.Liuyexi the virtual influencer is a represe

13、ntative of Chinese ancient beauty,whose looks and style meet the aesthetic standards of Gen Zers.The perfect combination of high-tech and ancient elements caused her to gain 8.9 million followers.Xuruoxin became popular for her art school graduation work Touch My Belly.She broke the aesthetic requir

14、ement of slimness for beauty and brought body positivity to the younger generation,encouraging Gen Zers to be brave and accept themselves as they are.KOLs Influencing Gen ZLI NINGPEACE BIRDHLA海瀾之家Chinese sports brand that incorporates Chinese characters 中國制造(Made in China)into clothing design to sho

15、w the world that it is the original brand showcasing China Chic.In 2021,Peace Bird received the Model of China Chic award.The brand teamed up with several outstanding Chinese designers to show the strength of Chinese national brands to the local market.Once known as Chinas No.1 mens fashion brand,Ha

16、ilan House is adapting and riding the wave of China Chic trend to attract the attention of Chinese Gen Zers.Mainstream China Chic Brands FABRIC_QORNMUKZINMARRKNULLFABRIC_QORN demonstrates Chinese cultural confidence.The brands values are functionality and artistry;it showcases the wide spectrum of c

17、reativity in Chinese fashion design.MUKZIN redefines the“China Chic”trend and reinterprets traditional culture through modern design,providing Gen Zers both fashion-forward and culture-oriented design.MARRKNULL,as a pioneer brand exploring the unique Chinese country culture,integrates the past and p

18、resent of Chinese cultural context by unearthing flashes of Chinese cultural clues,and reflecting on the normality of contemporary life to inspire Gen Z.Edgy China Chic BrandsNew China Chic TrendsJINJINGLEChina Chic:Retro TrendTUYUEXANDER ZHOUPRONOUNCE2MUKZIN碧海潮生LE FAMEQIAN XIAO QIUEthnic MinorityIn

19、fluenceANGEL CHENGUCCISARA WONG2DRIES VAN NOTEN 022397 BLUFFLE FAMEMARNIQipao Elements4.2.3.5.1.1.VIVIENNE TAM 2.MILD RATE3.MUKZIN4.扇妒自制5.REFUSE CLUB Chinese traditional Qipao(cheongsam)has distinctive Chinese characteristics and symbols of the times.It is a fusion of the Manchu robe of the Qing Dyn

20、asty period with Western-style tailoring.It is featured with a slim cut,mandarin collar,right placket,frog closure and slit hem.The Qipao is well suited to the physical characteristics of the Asian body type.Gen Zers wear Qipao as one of the manifestations of the China Chic trend,however,the so-call

21、ed Qipao they wear is not limited to the specific fabrics or volumes.They simply choose one or two Qipao elements,such as the right placket and the decorative frog button,and combine them with the latest trends,or redefine the Qipao through a rebellious styling.Hanfu Elements4.2.3.5.1.1.QIAN XIAO QI

22、U2.本相織物3.UMA WANG4.PEACE BIRD5.CUUDICLABChinas Gen Zers pay homage to traditional Chinese culture by wearing Chinese costumes Hanfu.They wear Hanfu as their daily outfit which gives an illusion of time travel to the streets of China.The Chinese government has also designated March 3rd on the lunar c

23、alendar as the Chinese Costume Festival in order to encourage the revival of traditional Chinese culture.Thanks to the courageous and inspiring Gen Zers,Chinese costumes have become part of the China Chic trend.Hanfu is divided into two parts:a top with wide sleeves and a floor length skirt.The main

24、 features consist of the cross collar,right placket,cummerbund,and the use of cord fastening instead of buttons.Many brands use the features of Hanfu as inspiration for their clothing designs.Painted Print4.2.3.5.1.1.SUPERR2.BAD TASTE 壞西部品味3.ZAGAGA4.RECLUSE5.NON ALLERGIC Chinese painting is a form o

25、f traditional Chinese cultural and artistic expression,using a brush dipped in water and colored ink on silk or paper to depict figures,landscapes,flowers and birds.In terms of content and artistic creation,Chinese painting reflects the ancient peoples knowledge of nature,society and more generally

26、the wisdom and refinement of traditional China.Gen Zers like to wear Chinese paintings as prints to express their attitudes.Through unconventional styling,the edgy trend of Chinese painting print is initiated by young trendsetters.Chinese Calligraphy4.2.3.5.1.1.BAN XIAO XUE2.MUKZIN3.ZARA4.JUNYA WATA

27、NABE5.FUZZYKONCalligraphy is another important part of traditional Chinese culture.The light and heavy movements of the brush allow for variations in thickness of each Chinese character.Even if people know nothing about calligraphy,they are attracted by the shape and structure of each character,and

28、each work of calligraphy is like a small abstract painting that expresses the aesthetic of Chinese art.In recent years,more and more brands are using Chinese calligraphy as a print to attract the most cutting-edge trendsetters.Calligraphy works are often poems that express different states of mind w

29、ith profound meanings,which is exactly what Gen Zers are looking for as a different way of self-expression.White and Blue 4.2.3.5.1.1.PRONOUNCE2.JOEONE3.CLOT4.8ON85.LOUMUTAKUThe combination of white and blue color prints will always remind people of porcelain,which is emblematic of traditional Chine

30、se culture.The combination of blue and white is sometimes seen in the form of paper cut prints,also emblematic of traditional Chinese culture.This combination of colors and the element of paper cut are often used by streetwear brands as part of the China Chic trend.Red2.3.5.1.1.SAMUEL GUIYANG2.DEEP

31、MOSS3.CALVIN LUO4.FENG YI TIAN5.SELF PORTRAITRed is the perfect color in the minds of Chinese people.It is a symbol of joyful energy,success and good luck.Especially in festivals,red can be seen everywhere,as in the New Years collection,almost all brands will have red clothing available.Our data ind

32、icates a slight decrease in visibility on the Chinese market by Spring 23 compared to this year,for both genders.However,when combined with a big magnitude,the red trend is a Safe Bet,reflecting its timeless appeal in Chinese culture.4.3.4.2.3.4.5.1.步步笙蓮2.OUDE WANG3.QIAN XIAO QIU4.STAFFONLY5.JOEONER

33、edWomen-9%In Spring 23 vs.last yearSafe BetMen-2%In Spring 23 vs.last year Safe Bet4.2.3.5.1.1.SHIITAKE2.NST NEW START3.SHORT SENTENCE4.HEA5.M ESSENTIAL Pink is a favorite color for middle-aged Chinese women.This gentle,sweet color makes them younger and look more energetic.Gen Zers also like to wea

34、r pink to make their mothers happy.This is why the pleasing mum trend is initiated by Gen Zers.Chinese niche brands are also increasingly using pink to dress up boys.Our data forecasts pink to remain stable on the Chinese market by Spring 23 compared to this year which makes it a safe bet to include

35、 in an upcoming Spring Summer collection.Pink3.4.2.3.4.1.SHORT SENTENCE2.XANDER ZHOU3.PRIVATE POLICY4.CALVIN LUO5.MOMONARYPinkWomen+4%In Spring 23 vs.last yearSafe BetMen-2%In Spring 23 vs.last yearSafe Bet5.Blazers4.2.3.5.1.1.CUUDI CLAB2.UOOYAA3.ANNO MUNDI4.PRONOUNCE5.RIVMIND For the China chic tre

36、nd the suit is called Zhong shan suit,named after Sun Yat-sen.It was once made an official uniform by the government in 1929.The basic features of the Zhongshan suit are button down collar,five buttons on the front,and two buttoned flaps pockets on each side.The brand UOOYAA was inspired by flap poc

37、kets,designed the suit with exaggerated repetition of pockets.PRONOUNCE recreated the standard shangshan suit in pink,which is taken as a permanent exhibit of the British V&A museum.The brand ANNO MUNDI makes cropped suits with right placket Qipao elements,styled with pleated skirts to reflect the p

38、opular JK style in China.Our data confirms that the blazer will remain stable on the Chinese market.4.2.3.5.3.4.2.3.4.5.1.FOR POEM2.UOOYAA3.SHUSHU TONG4.PRONOUNCE5.SAMUEL GUYANGBlazersWomen 1%In Spring 23 vs.last yearSafe BetMen 1%In Spring 23 vs.last yearSafe Bet2.4.FloralThe print used by JUNYA WA

39、TANABE and SUPREME will not be new to those familiar with Chinese culture.Chinese peony flower print was once the bed sheet of every Chinese household.It is seen as one of the tackiest prints in China and yet today it has become one of the most edgy trends among Gen Zers.Our data shows a slight pred

40、icted increase in visibility of floral print for men on the Chinese market,while for women it is predicted to slightly decrease.Nonetheless,the print is deemed a safe bet for a Spring 23 for both genders on the Chinese market.2.3.5.1.1.JUNYA WATANABE2.UOOYAA3.MUKZIN4.SUPREME5.MING MA4.3.4.2.3.4.5.1.

41、SEE SAW 西所2.SHUTING QIU 3.ZARA4.SAMUEL GUI YANG5.SUPERRFloralWomen-6%In Spring 23 vs.last yearSafe BetMen+4%In Spring 23 vs.last yearSafe Bet5.Knitwear4.2.3.5.1.1.PH52.YUEQI QI3.NAN KNIT4.RUI5.MARRK NULLPH5 is a standout brand in China;it is an advanced contemporary womens knitwear label founded by

42、Wei Lin,The label challenges the conventional vision of knitwear by marrying whimsical designs with architectural dimensions of knitting techniques.It shows Chinas great strength in fabrication and innovation in the realm of knitting.The brand Nan Knits is also conceiving futuristic fashion through

43、knitting techniques,imagining bold styles in the context of Asian culture.Since knitwear is classic,it is logical that the material is considered a safe bet for a Spring 23 collection for both genders,according to our data.3.4.2.3.4.5.1.PH52.SWEET CHILING3.NAN KNITS4.SARA WONG5.SIMPLE PROJECT CHAHUK

44、nitwearWomen+4%In Spring 23 vs.last year Safe BetMen 1%In Spring 23 vs.last yearSafe Bet5.Quilted4.2.3.5.1.1.CHEN PENG2.FENGYI TAN3.KENSUN4.LOUIS SHENTAO CHEN5.PRONOUNCEWhen it comes to quilted,we have to mention the Chinese designer Chen Peng.He is one of Chinas most promising designers and has mad

45、e a lot of achievements this year,not only being the designer for the opening ceremony of the Winter Olympics in China,but also being nominated for the LVMH Prize.His unisex quilted down jackets are fashion masterpieces that deserve all of the recent attention.Quilted materials are slated to remain

46、flat on the market by Spring 23 compared to 2022 for both genders in China.2.3.4.2.3.1.CHEN PENG STUDIO2.FENG YI TIAN3.FENG CHEN WANG4.SUSAN FANG5.沒邊BOUNDLESSQuiltedWomen 1%In Spring 23 vs.last yearSteadyMen-2%In Spring 23 vs.last year Steady4.5.Mini Dresses4.3.5.1.1.SHUSHU TONG2.MING MA3.DI DU4.PRI

47、VATE POLICY5.SUSAN FANG Cute dresses are an essential piece in any Chinese womans wardrobe.Feminine elements like bows,ruffles,and lace are perfect for Asian womens mindset and body shapes.Shushu Tong totally nailed rebellious romanticism and cute embellishments;the brands designs have successfully

48、won over the Gen Z audience.The silhouette is considered a safe bet for the Spring 23 season in China despite a slight predicted decrease in visibility on social media.2.3.4.2.3.4.5.1.SHUSHU TONG2.MING MA X PEACE BIRD3.MARCHEN4.OF AKIVA5.AWAYLEE&TEENIE WEENIEMini DressesWomen-6%In Spring 23 vs.last

49、yearSafe Bet4.1.Chinas 14th Five-Year Plan established a new development pattern in which domestic and foreign markets boost each other,with the domestic market as the mainstay.It signifies that China is placing more emphasis on local brands and the development of Chinese cultural industries.2.Due t

50、o the cultural confidence,Gen Zers are willing to promote innovative development of fine traditional Chinese culture.Hence they are not only limited to the pursuit of international brands,but also like to choose diverse and affordable domestic brands.3.The China Chic trend refers to promoting Chines

51、e local brands and Chinese designers,as well as design that embodies unification and reproduction of multiple symbols and traditional codes.Chinese designers cleverly modify traditional clothing including the Qipao,Hanfu,Tang suit,and Zhongshan suit,by incorporating elements of Chinese minority cult

52、ure,Chinese painting,calligraphy,and folk art into their clothing designs.4.International brands should take into account the development direction proposed by the Chinese government and the preferences of Gen Zers,adopt branding strategies suited to Chinas local context,and consider collaborating with local designers to win over the Chinese market.KeyTakeawaysSeaOSCILLWMWM STUDIOActually,we didnt tell you everythingFor the full report,please get in touch at:You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletter