​Allgrey fashion trend, or 格雷系 in Chinese, which involves the layering of items in different shades of grey, was the major fashion fad in the last months of 2023 going into 2024. Originating amidst the winter season, this trend has seen an extraordinary rise in popularity, growing MoM 29.53X on average from November to January and captivating over 300 million views in relevant topics on Red/Xiaohongshu.

In this edition of our micro trend report, we provide a thorough overview of:

• Introduction of the Allgrey Fashion Trend: assessing key characteristics and data of this China fashion trend.
• Demographics: understanding the key regions and age groups engaging with this style.
• Origin and Promotion: how it became a trend.
• Sentiment Analysis: what consumers praise about Allgrey and why it has been widely adopted by the average consumer.
• Social Marketing: the role of influencers and brands in promoting this trend.
• E-Commerce Impact: how brands are leveraging the hype on Tmall.
• Future Prospects: how is Allgrey faring as we enter spring season, and what’s next in China’s ever-evolving fashion?

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Remember the red-brown tones of Maillard style that “sizzled” Chinese fashionistas in fall of 2023? As Maillard’s popularity faded and winter’s chills sniffed in, the calm and neutral shades of grey became the new “it color” on Chinese social media such as Red and Douyin.

Using grey tones as the primary base color of an outfit, Allgrey refers to layering of items in grey shades to create a simple yet elegant ensemble.

The Allgrey China fashion trend primarily appeals to the younger audience, especially those between 18-24 years old, who form the largest demographic group, closely followed by the 25-34 age bracket.

Interestingly, despite its association with elegance, only 3% of the Allgrey enthusiasts belong to the 35-44 year age group. This could potentially be attributed to the novelty of the Allgrey style, which might not have yet resonated with the more mature demographic.

Additionally, it’s notable that audiences from Guangdong are leading this trend, surpassing those from traditionally fashion-forward provinces like Shanghai. This shift highlights Guangdong’s emerging significance in shaping contemporary fashion trends.

Allgrey was initially known by generic terms such as “grey color scheme fashion” (灰色系) and “classy grey fashion” (高级灰) before Red platform launched an official #Allgrey campaign, catapulting the Allgrey concept into the limelight.

In addition, Red invited influencers and celebrities to host themed livestreams, further popularizing the trend. This strategic social media push demonstrates the power of digital platforms in shaping fashion trends in China.

The pursuit of an affluent and refined appearance has been a long-standing and growing desire among Chinese consumers. This trend has spurred the popularity of search terms such as “sophisticated fashion” (高级感穿搭) and “Old Money style” (老钱风).

Enter the Allgrey trend, the latest embodiment of quiet luxury in China’s fashion domain. This trend captivates with its minimalist charm and understated luxury, appealing to those who favor sophistication without ostentation. Influencers and fashion enthusiasts laud its intellectual and old-money aesthetic, highlighting its slimming effect and effortless style. This monochromatic movement represents a growing preference towards simplicity and quality in fashion.

Since Allgrey is a color-centric style, it is formulaic and relatively simple to replicate for the average consumer. An “Allgrey look” can be achieved either by donning entirely grey items, or mixing grey essentials with an accent color such as blue or red.

With this layering technique, consumers yearning to look fashionable in the winter can stay warm, and the style is also versatile for commute and casual scenarios.

The ease of implementation, combined with its warmth, versatility, and inherent elegance and minimalism, serves as the cornerstone of the Allgrey style’s widespread adoption among fashion enthusiasts.

The concept of Allgrey, while not widely popular by its specific name in Western circles, has seen the color grey take center stage in the Fall/Winter 2023 fashion scene. Prestigious luxury labels like Miu Miu, Prada, Max Mara, along with designer brands such as The Garment, frequently emerge in conversations about Allgrey on Chinese social platforms.

Influencers are leveraging the prevalence of grey pieces in these runway shows to reinforce the legitimacy and influence of the Allgrey trend within the global fashion landscape.

Miu Miu stands out as one of the most frequently mentioned brands in discussions about the Allgrey trend, thanks to its compatibility with the trend and the burgeoning popularity of #MiuMiuStyle. However, not all outfits categorized under Miu style are from brand Miu Miu. Consumers are also turning to mass market alternatives from COS and Zara to achieve the look.

In the lead-up to the Chinese New Year, the Allgrey trend took a festive turn, with influencers showcasing their stylish Allgrey ensembles paired with vibrant red accessories like socks, bags, and gloves, symbolizing auspiciousness and fashion-forward thinking.

This thematic adaptation stirred considerable buzz, generating 106,300 engagements on Red and amassing views exceeding 41 million on Douyin.

Apparel brand GANNI tapped into the trend by promoting their CNY festive collection in Allgrey styling through a blend of branded content and influencer collaborations. This positioned their Chinese New Year drops as both trendy and culturally relevant.

The hashtag #KoreanVibeAllgreyBoys emerged as the leading topic within the Allgrey trend on Douyin, ,accumulating over 95 million views in total.

The popularity of Allgrey on social media has been equally relevant in e-commerce, with searches for the keyword “allgrey” experiencing a remarkable 274% increase on Tmall during January.

Recognizing this trend, brands like Nike, Mardi Mercredi, and Arket have promptly incorporated the keyword into their product listing titles to harness the search traffic.

What’s the outlook for Allgrey? What will be the next big trend in 2024?

As we transition into spring, the Allgrey fashion trend’s stronghold on China’s fashion scene is showing signs of retreat, with mentions on the social media platform Red plummeting by 66% in February. This suggests that Allgrey may have been a temporary craze, likely to be dethroned by the next emerging fashion style.

Social media platforms like Red and Douyin are at the forefront of inventing new trends, turning viral moments into commercial triumphs through savvy live streaming strategies that drive sales.

Looking ahead, 2024 is expected to bring about fresh, color-based themes, following the success of Dopamine, Maillard and Allgrey in 2023. The secret sauce for any social media-inspired fashion trend to achieve virality seems to rest on its ease of adoption and replication, with straightforward, easily emulated styles gaining traction most swiftly.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

: selina.wang@walkthechat.com

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post China’s Top Winter Fad: Allgrey Fashion Trend Captivates over 300 Million Views on Red appeared first on WalkTheChat.

Chinese New Year marketing engagements include both brand and organic content.

Luxury Sector Chinese New Year Marketing Summary Insights 

1. The presence of offline artistic installations have increased significantly compared to last year during this Chinese New Year marketing season, indicating a more substantial investment in physical presence and engagement.
2. Online interactions, especially through WeChat H5 games, have become more prevalent, with innovative red envelope (red packet) mechanisms being introduced to engage consumers.
3. Marketing efforts have become more localized, as evidenced by the use of Chinese New Year-themed short films, which resonate more deeply with the local culture and traditions.
4. There’s a noticeable reduction in collaborations with IP characters, particularly compared to those related to the Year of the Rabbit, likely due to the significant differences between Chinese and Western interpretations of dragons, which often spark discussions.
5. Some brands have opted not to use dragon imagery in their campaigns, a departure from the previous year where rabbit motifs took dominance in Chinese New Year marketing campaigns and products.
6. A deeper exploration of traditional Chinese culture beyond the obvious symbols like dragons and the color red

Offline artistic installations

The recent Chinese New Year marketing campaigns by luxury brands have showcased a significant uptick in the deployment of offline artistic installations, a testament to the brands’ heightened commitment to immersive customer experiences. This year, the venerable Louis Vuitton orchestrated an ephemeral pop-up space for its Spring/Summer 2024 Menswear collection in Shanghai and Beijing, drawing inspiration from the sun element—a central motif of Pharrell’s debut series as the brand’s Men’s Creative Director. This thematic choice reflected in the collection’s warm hues and ornamental luminosity was brought to life through these physical spaces, reinforcing the connection between the brand’s aesthetic narrative and its architectural manifestations.

Simultaneously, Louis Vuitton’s home in Chengdu’s Taikoo Li presented an even more eye-catching installation for the Year of the Dragon. Set against the backdrop of the millennial Daci Temple with its two standalone buildings and an open courtyard, the installation featured a commanding dragon that encapsulated the charm of the “Land of Abundance,” resonating with both cultural significance and contemporary relevance.

Moreover, Italian luxury brand Fendi seized the festive period as an opportunity to launch a collaboration featuring the iconic Pokémon franchise and Japanese streetwear designer Hiroshi Fujiwara’s Fragment. The Fendi x Fragment x Pokémon collection integrated beloved dragon-themed characters from Pokémon with Fendi’s highly recognizable Peekaboo and Baguette bag designs, merging them with the classic FF motif. This creative synergy was celebrated with a unique flash store in the East Square of Chengdu’s Taikoo Li, showcasing the innovative interplay between iconic brand symbols and pop culture elements.

These installations exemplify how luxury brands are increasingly investing in elaborate, tangible art pieces to elevate their in-person engagement, crafting an intertwined narrative of tradition and modernity that not only captures the imagination but also creates distinctive, memorable experiences for consumers.

Evolving digital engagement and WeChat mini-programs

This Chinese New Year marketing season, luxury brands significantly leveraged WeChat mini-programs for heightened user interaction, offering exclusive red packet covers, wallpapers, and emoticons. Unlike the direct claim methods of previous years, more brands now require entry and registration via mini-programs, capturing valuable consumer data for future marketing endeavors (e.g., targeted SMS campaigns). The engagement strategies have evolved, incorporating keyword searches, link sharing, and interactive games to unlock exclusive content, enriching the user experience. WeChat’s latest module template enabled brands to integrate ads, lucky draws, and product promotions seamlessly, maximizing engagement.

Van Cleef & Arpels introduced a Chinese New Year marketing interaction that included dragon-themed emoticon packs, the collection of lucky wallpapers (with a chance to win a hidden red packet cover upon gathering all four designs), and a new year avatar update feature (where users could upload their portrait to generate a themed avatar).

In terms of private domain marketing, after retaining user information, luxury brands like Balenciaga are sending text messages to users, increasing consumer touchpoints.

Other brands, such as Hermès, utilized the limited edition red packet covers as a tool for sales associates (SAs) to connect with clients, with SAs sending them directly to customers via private messages.

This approach not only enhanced direct engagement but also leveraged personalized communication to strengthen brand loyalty and consumer relationships.

Localized storytelling in New Year campaigns

This year, luxury brands have continued the tradition of crafting New Year campaign films, focusing on themes of “hope and expectations,” “prospects and the future,” and “identity,” particularly addressing the existential concerns of contemporary youth. Post-pandemic, these narratives extend beyond the timeless New Year themes of “homecoming” and “reunion dinners,” aiming to resonate emotionally through localized storytelling that simplifies complexity, showcasing respect and sincerity towards cultural nuances.

Bottega Veneta’s “The First Sunrise with You” captures the essence of new beginnings and the relentless pursuit of life’s journeys through the lens of traditional reunion themes, interwoven with the anticipation of dawn’s first light. This narrative not only aligns with the cultural significance of greeting the New Year but also addresses the aspirations and anxieties of modern Chinese society, showcasing a deep respect and understanding of local sentiments.

Though not a luxury fashion brand, Ganni’s campaign, inspired by the traditional “dragon boating,” is a noteworthy one. It connects with Chinese cultural heritage while highlighting themes of female empowerment and collective strength. By depicting athletes overcoming limitations through unity and determination, the campaign resonates with the contemporary Chinese values of resilience and community, reflecting the brand’s commitment to embracing and honoring Chinese traditions and the evolving identity of its people.

Declining IP collaborations and cultural interpretation challenges

In the Year of the Rabbit, fashion brand marketing frequently featured collaborations with designers and iconic cartoon characters, such as Coach x White Rabbit, Chloé x My Melody, Givenchy x Lucky Rabbit Ozwald, and Moncler x Roger Rabbit. This year, however, there’s been a noticeable decrease in such IP collaborations. Even those that have launched face scrutiny, particularly regarding their relevance to the “Chinese Dragon.”

Dior’s partnership with Japanese contemporary artist Otani Workshop produced a green monster TANILLA. Upon release, many criticized it for not representing the “Chinese Dragon,” with feedback ranging from its appearance being “ugly” and “abstract” to outright “ghastly.”

Products featuring this design, including jackets with a burnt color effect, prints that obscure the face, and dragon scarves with an unclear motif, have been particularly disparaged. Some netizens dubbed the design as a “zombie dragon,” neither festive nor auspicious, predicting it to quickly become discounted stock.

This backlash underscores the unique emotional connection Chinese people have with zodiac symbols, expecting the Chinese dragon to embody power and protection, not the characteristics of a “dinosaur” or a “European-style evil dragon.” This mismatch in cultural expectations likely contributed to the reduced number of IP collaborations this year, as brands aim to avoid controversy and more deeply respect traditional Chinese sentiments.

Creative approaches beyond literal dragon imagery

This year, in contrast to the rabbit-themed marketing saturating last year’s campaigns, several brands have strategically refrained from directly incorporating dragon imagery into their Chinese New Year products. Seeking a more creative and thematic approach to zodiac marketing for the Year of the Dragon, these brands have found innovative ways to honor the dragon theme without resorting to explicit depictions.

Bottega Veneta utilized its sophisticated weaving techniques to mimic dragon spines and scales, subtly celebrating dragon culture through craftsmanship rather than literal representation.

Givenchy, in collaboration with Juanzong Bookstore, released the 2024 Dragon Scale Scroll, drawing upon the classical Chinese bookbinding method known as dragon scale binding, named for its pages that fan out resembling dragon scales.

Loewe tapped into the Chinese appreciation for jade and its symbolic meanings. The brand commissioned jade carving masters to create three limited-edition jade pendants. Additionally, each jade-color-inspired Flamenco Mini clutch bag comes with a special pouch containing a jade piece in a matching color, symbolizing good fortune for the new year.

Cosmetics Industry Chinese New Year Marketing Ranking

Compared to 2023 Chinese New Year marketing, most international brand rankings for Chinese New Year do not show big changes. Young cosmetic brands have exhibited remarkable growth, including brands like TIMAGE, First Impression, and JUDYDOLL. The rankings for established brands such as Chanel, Dior, and Giorgio Armani show relatively stable positions with minimal changes.

There is a dynamic and rapidly growing market for brands that are relatively young in the market, which are becoming increasingly competitive and are resonating more with local consumers.

Douyin’s cosmetics sales are growing at a strong rate, with a 111% GMV growth in Jan 2024. Comparatively, Tmall’s cosmetics category has a 12% decrease during the same time, showing that it is losing traction to Douyin.

Shu Uemura plays with Nostalgia Marketing and cultural alignment

In the Chinese New Year marketing campaign by Shu Uemura, contrasting outcomes from collaborations with two distinct celebrities highlight an important strategic consideration. The brand’s engagement with Wang Yibo, a prominent figure with substantial influence among younger audiences, indeed generated significant short-term traffic. However, this approach, often characterized by hefty endorsement costs, may not ensure a sustained interest in the brand itself, as the followers are typically more celebrity-driven rather than brand-loyal.

Conversely, the partnership with Carman Lee (李若彤) tapped into a more profound cultural and nostalgic vein. She is an actress revered for her portrayal of Xiaolongnü, the ethereal ‘Dragon Girl’ from the famed ’90s TV series “The Return of the Condor Heroes”.

Her association with the character Dragon Girl deeply rooted in the cultural fabric, presented an authentic alignment with the brand’s campaign theme, resulting in higher engagement and bookmarking figures. The Little Red Book post featuring her got over 7000 engagements with a much higher comment rate and bookmark rate compared to that of Wang Yibo. This suggests a more enduring connection with consumers. Carman Lee’s influence comes at a likely lower cost, yet it appears to resonate on a more substantial level, potentially leading to a lasting affinity with the brand beyond the campaign’s run.

With a 12% annual decline in China’s cosmetics sales in 2023, the reliance on tier 1 celebrities for quick traffic surges might not be the most prudent financial commitment. Brands should consider a balanced approach that combines the widespread reach of popular figures with influencers who have a more resonant cultural or niche appeal. This dual strategy could optimize marketing budgets while fostering a deeper and more sustainable relationship with consumers, steering clear of transient trends and instead building a loyal customer base rooted in shared values and cultural relevance.

Conclusion

Luxury brands have adeptly navigated the festive Chinese New Year marketing period, unveiling a blend of innovative physical and digital marketing strategies. By emphasizing offline artistic installations, alongside the smart use of WeChat mini-programs for interactive digital engagement, brands have created immersive experiences that establish multi-touchpoints with consumers. Coupled with a shift towards localized storytelling and creative interpretations of zodiac themes, luxury brands show commitment to marrying tradition with modernity, ensuring cultural relevance and fostering deeper consumer connections without leaning on explicit or potentially culturally insensitive imagery.

In the cosmetics industry’s Chinese New Year marketing, a notable shift favoring Douyin’s digital platform. The remarkable growth of brands like TIMAGE and Douyin’s 111% sales increase underscore the changing consumer dynamics. Additionally, Shu Uemura’s nostalgia-driven campaign with Carman Lee highlights the power of culturally resonant marketing.

Overall, Chinese New Year marketing reveals a sophisticated interplay between tradition and innovation across the luxury and cosmetics industries. By integrating artistic installations and digital interactivity, embracing localized and culturally nuanced content, and strategically leveraging nostalgia and celebrity influence, brands have demonstrated a nuanced understanding of the Chinese market, setting a precedent for future marketing strategies that prioritize cultural sensitivity, creativity, and authentic connections, ensuring the continued relevance and appeal of luxury brands in a rapidly evolving consumer landscape.

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WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

Contact us at: info@walkthechat.com

The post Chinese New Year Marketing: Luxury and Cosmetic Brands Are Redefining Strategies for the Modern Chinese Consumer appeared first on WalkTheChat.

The term Yabi (亚比) refers to hardcore subculture advocates who incorporate its aesthetics into their daily lifestyle, especially in fashion. Inspired by subcultures like punk, goth, hippie, grunge, and cyberpunk. 78.6% of Yabi audience is from Gen Z.

Yabi’s rise in the fashion domain marks a transformative phase with a remarkable 436% increase from Q4 2022 to Q4 2023. It’s redefining the concept of daily wear, merging the distinctiveness of niche subcultures with the accessibility of mainstream fashion in an innovative blend that’s fresh and familiar.

Summary insights

• Yabi represents a significant cultural shift in China’s urban youth, moving from fringe to mainstream, as demonstrated by a 436% increase in its popularity from Q4 2022 to Q4 2023.
• Gen Z is the driving force behind Yabi, with 78.6% of its audience belonging to this demographic.
• The community is seeing a maturation, with a shift towards a more refined elegance within the Yabi style, suggesting an evolution in its aesthetic direction.
• The style is deeply rooted in subcultures like punk and goth, reflecting a blend of rebellion and individuality in fashion choices.
• Brands like New Rock and Balenciaga are effectively tapping into the Yabi trend, showcasing the commercial potential of aligning with subculture-driven fashion.
• Yabi’s adaptability has enabled it to bridge the gap between niche and mainstream, making it attractive for both premium and luxury brands.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool

Yabi is crafting a new narrative in China’s fashion scene via an intense, cutting-edge style, imbued with a spirit of rebellion and individuality.

Yabi’s rise in China encapsulates a transformative journey from being a contentious label to an accepted symbol of youth rebellion and lifestyle liberty. 

Initially perceived negatively, Yabi has undergone a perceptual revolution, led by the Gen Z demographic, to emerge as a beacon of individualistic fashion and self-expression. This evolution of Yabi reflects a broader societal shift towards embracing diverse identities and personal freedoms through style.

We’re not just creating clothes; we’re crafting a rebellion. It’s for the Yabiout there – the bold, the brave, the ones who don’t just step over lines but redraw them entirely. Gender-neutral isn’t a trend for us; it’s a manifesto. This brand is our shout into the void, echoing back as the voice of a new generation.

– Zikon, Founder of Yabi brand ZIKONCHEN

For young Chinese indie designer brands that emerged from the heart of this vibrant youth culture, many of them naturally resonate with the Yabi aesthetic: edgy and forward.

Diving into the heart of Yabi’s influence, we encounter ZIKONCHEN, a brand challenging norms and advocating for a bold, gender-neutral future in fashion. Through ZIKONCHEN’s lens, we see a canvas where each piece is a statement, a call to the brave and the audacious to redraw the lines of fashion and identity.

Yabi is gradually reshaping urban China’s fashion scene, with 78.6% of its audience from Gen Z, and women representing 83.2% of this group. Predominantly present in major urban centers like Guangzhou, Chengdu+Chongqing, Hangzhou, Shanghai, and Beijing, Yabi is also synonymous with an expressive rave culture that blends music with distinct fashion sensibilities.

Yabi aesthetics also invigorates niche retail, as boutique stores specializing in unique, edgy fashion finds thrive, catering to the distinct tastes of the Yabi community.

The essence of Yabi lies in its diversity, drawing from a spectrum of subcultural styles—from Y2K’s nostalgic touches to Punk’s defiance, Goth’s mystique, and the avant-garde edge of Futuristic designs. These influences interlace to form a dynamic mosaic, reflecting the eclectic nature of its adherents. More than just fashion, Yabi is a manifestation of artistic expression, capturing the bold creativity and spirit of a generation poised to redefine the boundaries of style.

Our dialogue with Kira, a Gen Z fashion influencer, reveals that the Yabi aesthetics is much more than just clothing—it’s a personal narrative, a visual language of self-exploration and expression. Each outfit is a testament to the wearer’s unique journey, a tangible illustration of their evolving identity crafted with deliberate intention and artistry.

My journey with Yabi is evolving, from loud and proud to subtle and refined.It’s not just fashion; it’s the art of personal evolution, where every accessory I choose tells the tale of who I am becoming.

– Kira, influencer

Furthermore, there might also be an internal discernible shift in its aesthetic direction among the Yabi audience. The community, once known for its bold and outspoken sartorial choices, is now also embracing a more refined elegance. This subtle yet significant change signals a maturation within the Yabi style, as its audience seeks to harmonize the vibrancy of their youth with a polished sophistication that still retains the essence of their original defiance.

Top featured brands that resonate with the Yabi style include New Rock, celebrated for its gender-neutral and cutting-edge designs; Balenciaga, which dominates the handbag realm with its standout creations; Vivienne Westwood, a name synonymous with avant-garde jewelry; Rick Owens, commanding attention from the male Yabi demographic with its bold designs; and Jean Paul Gaultier, whose artistic and iconic print designs have become a hallmark of the Yabi aesthetic. 

Each brand plays a pivotal role in the Yabi narrative, offering more than mere fashion statements; they provide distinctive pieces that echo the individualistic ethos and creative spirit.

Yabi style stands as a testament to a well-rounded and holistic approach to fashion, deeply interwoven with the culture’s core values and identity. 

The essence of Yabi is most evident in its apparel, which captures 46% of conversation within the community, serving as the backbone of this distinctive aesthetic. Beyond clothing, it extends to accessories and jewelry, which are more than mere embellishments; they are integral for personal expression, allowing wearers to inject their narrative into their look. Complementary elements such as handbags, and shoes are not afterthoughts but are carefully selected to enhance and complete the Yabi ensemble, ensuring a coherent narrative from head to toe. 

Each piece selected is a building block of a larger story, one that is told with every curated outfit that embodies the unique spirit of the Yabi aesthetic.

Balenciaga and Vivienne Westwood are at the forefront of the Yabi style, each brand infusing its unique design elements that speak directly to the Yabi community. 

Vivienne Westwood’s jewelry collection is a treasure trove of rebellion, with motifs and punk-inspired elements that resonate with those seeking to express their individuality and connection to the Yabi ethos. Balenciaga’s handbags merge utility with statement-making aesthetics, featuring bold metal hardware and leather whipstitching that harmonize with the Yabi style’s edgy and distinct look.

New Rock, the Spanish footwear brand, is making waves in the Yabi community with its signature metal designs that are as bold as they are unique.

Embracing a genderless ethos, New Rock’s boots are known for their chunky silhouettes and versatile style, offering a unisex appeal that transcends traditional fashion boundaries. Their distinctive metal details, from metallic buckles to bullet accents and blade-like embellishments, are visually striking and emblematic of the bold and adventurous spirit which fits well with Yabi style.

Conclusion

Yabi’s rise from subculture niche to mainstream reflects a bold shift in China’s fashion scene, driven by the daring Gen Z. This movement is more than just style; it’s a declaration of individuality and rebellion. As Yabi blends with luxury and premium brands, it challenges fashion norms, showing how subcultures can redefine what’s trendy. This evolution proves fashion’s dynamic nature and the significant role youth play in shaping its future, making Yabi a symbol of change and innovation in the global fashion landscape.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post The surprising way Yabi merges subculture with mainstream fashion for China’s Gen Z – bridging the gap between niche and mainstream appeared first on WalkTheChat.

Chengdu, with its population of 21 million, is rapidly emerging as a pivotal hub for global fashion brands. This city is an attractive alternative to the oversaturated markets of Shanghai and Beijing, offering fresh opportunities in the fashion industry.

This analysis delves into the burgeoning fashion trends within the dynamic Sichuan-Chongqing region. Anchored by Chengdu’s rich historical heritage and its pulsating contemporary culture, our exploration reveals a unique style narrative that sets the city apart:

• Cultural Fusion in Fashion: Chengdu’s distinct historical and cultural landscape, influenced by Ba-shu culture, thriving hip-hop scenes, and active LGBTQ communities, significantly shapes its fashion trends.
• Current Fashion Leaders: The city’s style preferences are currently dominated by iconic brands such as Balenciaga, Stussy, Rick Owens, BAPE, Supreme, and EVISU.
• Emerging Labels to Watch: Rising stars like Andersson Bell and Mugler are gaining traction, signaling a shift towards more avant-garde and innovative fashion choices.
• Untapped Market Segments: There is a significant, yet underexplored, opportunity in targeting male luxury consumers in Chengdu.
• Expert Insights: We offer exclusive insights from local buyer stores, key opinion leaders (KOLs), and industry experts, providing a comprehensive understanding of Chengdu’s fashion landscape.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Chengdu, with its iconic pandas, renowned spicy hot-pot, and the breathtaking landscape of the Western Sichuan Plateau, epitomizes the quintessential charms of China.

Chengdu’s past as the birthplace of the Ba-Shu culture (巴蜀文化) showcases its rich history of embracing different ways of life. This area, influenced by the colorful and diverse Southwestern ethnic groups and blended with the mainstream Han culture, has shaped Chengdu into a city that values diversity.

This open-minded spirit is clearly reflected in the way its people express themselves through fashion. Chengdu’s style is a vibrant mix of its multicultural legacy with a modern twist, making it an attractive and dynamic market for global luxury brands that appreciate a blend of heritage and innovation.

In Chengdu, the embrace of diversity and inclusion within the LGBTQ community is not just a social movement but a powerful force in the fashion domain.

This progressive city is pioneering the redefinition of gender norms through fashion, leading to a cultural metamorphosis that influences local and global style narratives. As such, Chengdu’s LGBTQ community is not merely participating in fashion; they are actively reshaping it, inspiring broader trends, and inviting a dialog on the role of fashion in societal transformation.

Sichuan-Chongqing area’s dynamic cultural tapestry offers fertile soil for the fashion and luxury sectors, providing endless inspiration and opportunities for brands to connect with a deeply rooted and vibrantly evolving culture.

Numerous esteemed fashion labels, including Burberry, DIESEL, Adidas, and Vetements, have aligned with the values of the LGBTQ community—embracing inclusivity, diversity, and acceptance. By launching special collections featuring rainbow motifs and messages of LGBTQ solidarity during Pride Month, these brands strategically position themselves within a progressive and socially conscious marketplace.

Chengdu’s discerning audience demonstrates a strong preference for pivotal and edgy designs.

This trend is evidenced by the notable sales growth for sheer tops in the city, outpacing other regions. Lydia, the founder of a prominent buyer store, corroborates this data, indicating a unique market inclination towards daring and transparent aesthetics in fashion.

The prominence of hip-hop culture in Chengdu and Chongqing stands as a distinctive cultural pillar, with many of China’s leading rappers, such as GAI, Bridge, and PSY from this region.

Chinese hip-hop, while drawing from Western influences, is distinguished by its unique approach, emphasizing subtle social commentaries, youth culture, personal struggles, and traditional brotherhood. This distinct local flavor has a marked influence on China’s fashion scene, inspiring styles that echo these deeper cultural themes.

Chengdu’s rappers and artists transcend their musical renown, emerging as pioneers in fashion. Their edgy and pioneering attire challenges conventional norms, mirroring the region’s innovative ethos. Often, this takes the form of an eclectic fusion of classic hip-hop attire with local fashion sensibilities, including Chinese traditional elements, forging a unique cultural signature.

Chengdu’s hip-hop scene, with its signature street style, cultivates an open-minded consumer base conducive to brand growth.

Balenciaga reigns supreme in this arena, commanding nearly a quarter (22.73%) of social mentions. Together, Stussy, Rick Owens, BAPE, Supreme, and EVISU contribute to just over 21%, reflecting their strong foothold in the market.

Sissy, representing Fig Fashion Showroom, notes that Chengdu has a strong preference for edgy designs. Brands that embody bold aesthetics and a street-fashion edge tend to outperform in Chengdu’s market compared to other cities.

Andersson Bell is a contemporary fashion brand that hails from Seoul, South Korea. Founded in the mid-2010s, the brand has quickly become known for its eclectic mix of Scandinavian minimalism and Korean urban streetwear aesthetics. Andersson Bell stands out for its gender-neutral designs, reflecting a modern take on fashion that defies traditional gender norms.

Andersson Bell is notably recognized by Chengdu consumers for its strong presence in buyer stores and as a distinguished designer brand, reflecting its impactful resonance within the local market.

Mugler, a French fashion brand renowned for its avant-garde and structural designs, is often characterized by sharp silhouettes, innovative materials, and a futuristic aesthetic. This brand also enjoys a strong demand in Chengdu, placing it as a leading market just behind Shanghai and Beijing.

Chengdu’s affinity for niche luxury brands such as Mugler showcases its refined taste and openness to avant-garde fashion.

Chengdu emerges as a pivotal market for gender-neutral fashion, with brands such as GUCCI seeing substantial Tmall traffic from the city, a leader in this category alongside Chongqing in the top five.

While traffic for established brands is well-distributed across major cities, niche labels like Yohji Yamamoto draw mainly from Beijing and Shanghai, with Chengdu as a frontrunner in the Tier 2 city segment.

Besides, Chengdu represents a significant untapped market for male luxury consumer engagement.

The niche luxury brand Berluti has seen noteworthy success in the Sichuan region, with Chengdu securing 5.32% of the search traffic on Tmall, remarkably outperforming traditional frontrunners such as Shanghai and Beijing.

Conclusion

Chengdu is a burgeoning hub for global fashion, distinct from the saturated markets of Shanghai and Beijing. Its 21 million residents are shaping a unique fashion scene, influenced by rich cultural heritage and contemporary movements like hip-hop and LGBTQ community.

With a penchant for both iconic and emerging labels, and a notable gap in the male luxury market, Chengdu presents a golden opportunity for international brands. Tapping into this diverse and dynamic market requires nuanced understanding and strategic engagement, where the insights of local experts and consumer trends can guide successful market entry and growth.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

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China’s fashion landscape has witnessed a transformative shift in recent years, as the lines distinguishing men’s and women’s wear have increasingly blurred. Genderless, or gender-neutral fashion, emerges not just as a fleeting trend but as a potent statement of individuality and cultural evolution.

Mentions of this fashion-forward movement on the influential platform Red (Xiaohongshu) have seen a surge, doubling in just half a year, and still maintaining a steady growth rate averaging 16% per month.

In our deep-dive today, we shall explore:

• Defining Nuances: Essence of Genderless Fashion in China
• Pulse of the Trend: A detailed sentiment analysis unveiling the demographics engrossed by this trend and what magnetizes them to its allure
• Trendsetters & Trailblazers: Unraveling categories at the forefront of the genderless wave
• Brands in Focus: A curated spotlight on premium, luxury labels, and emergent designer brands shaping this revolution

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

With an unwavering momentum, Genderless Fashion discussions have amplified, registering a consistent monthly growth of 16%.

This avant-garde movement is characterized by its androgynous silhouettes and a curated palette of neutral tones such as different shades of black and grey, boldly challenging and reshaping conventional gender boundaries.

Delving into the specifics, Fashion Apparel still commands the spotlight in this discourse, while handbag and footwear subtly complements the broader narrative.

Despite its ethos of shattering traditional norms, it’s intriguing to note that the pulse of the gender-neutral fashion movement beats strongest among females embracing ‘boyish’ aesthetics – they dominate over 80% of the conversation.

So, what’s the allure?

Delving deeper, our analysis reveals that a significant 12.85% of posts on genderless fashion resonate with the term “boyishness” (少年感) – a contemporary digital-age vernacular capturing a youthful, spirited energy.

This trend isn’t just about sartorial choices; it’s a nuanced narrative, challenging deeply-rooted Asian cultural prescriptions and expectations of gender representation.

In today’s fast-paced world, many are drawn to the uncomplicated allure of genderless fashion.

Beyond just breaking gender norms, this movement champions a relaxed and effortless aesthetic. Oversized, free-flowing silhouettes stand out as a hallmark, offering consumers a seamless blend of style and comfort for everyday wear.

Our study further underscores this sentiment: a notable 6.08% of genderless fashion discussions highlight “oversize” as a key theme, reflecting a growing priority of comfy and “feel-good” aesthetics in consumers’ daily choices.

In a categorical breakdown, sweatshirts stood out as the leading genderless apparel for September, capturing over 20% of the social mentions linked to Genderless Fashion. Their rise can be attributed to the dipping temperatures, positioning sweatshirts as a universally adaptable and effortless fashion staple.

Additionally, jackets and cargo pants are gaining traction, frequently highlighted in top-trending social discussions, outpacing other categories in engagement.

When pinpointing brands at the forefront of the genderless fashion movement, Uniqlo shines as the quintessential choice for the broader audience, especially this September.

The U series is distinctly promoted for its androgynous appeal, exemplified by male influencers who proudly showcase acquisitions from the women’s collection, such as versatile pieces like the trench coat.

In parallel, the renowned French designer brand, Lemaire, known for its minimalist and ageless aesthetics, often finds itself in the spotlight of social conversations. Notably, Uniqlo’s U Series is often touted as the “budget-friendly alternative” to Lemaire, further emphasizing its influence and reach.

Rising Chinese designer brand, Grotto, is pioneering in the genderless handbag arena.

Embodying ‘Born for Freedom’ in its DNA, Grotto employs materials like sheepskin to craft signature designs, mimicking the texture of rocks with uneven creases in the leather.

Despite global challenges like the pandemic, the brand’s Tmall sales have grown 56.5% YOY over the past three years. Emphasizing its commitment to gender-neutral fashion, Grotto continues to reinforce its gender-neutral positioning by expanding collections in this trend, with over 60% of the Tmall revenue coming from products labeled with “genderless” keyword. The brand expertly taps into this rising trend, continually resonating with its core audience.

Genderless handbags prioritize functionality, often showcased in a muted color palette.

These versatile bags, characterized by ample capacity and predominantly in black, cater to daily commutes or brief excursions, resonating with a broad spectrum of consumers irrespective of gender.

In the world of luxury fashion, brands are embracing the genderless movement with fervor.

GUCCI, under the helm of Alessandro Michele in the past 10 years, has been at the forefront of this revolution. Embodying a Retro Renaissance flair, the brand’s designs are replete with embellishments, creating a maximalist spectacle that epitomizes Gender Fluidity. This approach has resonated deeply with younger generations, reaffirming GUCCI’s position in the luxury segment.

GUCCI’s outerwear, encompassing jackets and sportswear collections, resonates universally, transcending gender boundaries. The brand’s timeless aesthetics and effortless elegance appeal to a broad spectrum of enthusiasts, underscoring its unparalleled appeal in the luxury fashion realm.

However, with Sabato De Sarno now steering the creative ship, GUCCI appears to be revisiting its subtle luxury DNA during its “golden age” – roughly from late 1960s through the 1980s. As we progress into 2023 and beyond, it will be intriguing to witness the evolution and adaptability of this esteemed French luxury house amidst the ever-evolving fashion landscape.

In addition to established European luxury labels, emerging premium Asian brands are making significant inroads in the gender-neutral fashion movement.

Yohji Yamamoto is celebrated for his avant-garde approach, melding Japanese tradition with modern flair.

Noted for his frequent use of black, his designs often showcase oversized, draped silhouettes and impeccable tailoring. By blending menswear and womenswear elements, Yamamoto crafts pieces that transcend gender norms, all underpinned by a distinct blend of rebellious spirit and poetic melancholy.

Chinese designer brand TOFOURTH stands out with genderless designs captivating the young, style-conscious demographic.

Embracing the motto “Nothing is Perfect,” the brand delves into the nuances of fashion, blending innovation with distinction, and simplicity with serenity. Celebrated for its avant-garde ethos, TOFOURTH is a go-to choice for contemporary fashion enthusiasts.

Disclaimer

Conclusion

Driven by younger generations’ desire for self-expression, Genderless Fashion movement challenges traditional gender norms and embraces a more inclusive, fluid perspective on style.

The appeal of genderless fashion in China lies in its amalgamation of edgy designs with an effortless allure, capturing the zeitgeist of contemporary urban youth.

Domestic and international brands have taken note, launching collections catering to this evolving sartorial sentiment. Yet, it’s not just about androgynous cuts or oversized silhouettes; it’s about redefining what fashion means in the context of identity. From wide-legged trousers to innovative fabric juxtapositions, these designs are lauded for their versatility, allowing wearers to craft a uniquely look.

In tandem with global movements championing gender fluidity and diversity, China’s genderless fashion wave symbolizes a broader societal shift. The nation’s youth are not just wearing their clothes; they’re wearing their values, beliefs, and aspirations.

In a rapidly modernizing and globalizing society, the embrace of genderless fashion signifies a step towards a more open, accepting future where style is limitless and self-expression knows no bounds.

The post China Fashion Frontier: Genderless Fashion Discussions Doubled on Social Media appeared first on WalkTheChat.

The “Maillard Style“: A culinary-inspired fashion sensation, this trend, reminiscent of the browning reaction observed in steaks, witnessed an astounding surge in August, seeing a +28,900% increase in mentions on Red/Xiaohongshu.

In this edition of our micro trend report, we delve into:

• The Core of the Maillard Style: Understanding its essence.
• Digital Footprint: Evaluating its prevalence across Chinese social platforms.
• Consumer Pulse: Analyzing sentiments and apprehensions related to the trend.
• Origin Story: Tracing back to where and how it began its meteoric rise.
• Aesthetic Exploration: A detailed color and style assessment.
• High Fashion Interplay: Its alignment with luxury and designer brands.
• Versatile Applications: How the Maillard style is mirrored in clothing, makeup, hair color, footwear, accessories, handbags, and beyond.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

“Maillard style” draws inspiration from the Maillard reaction, a sophisticated non-enzymatic browning process in culinary arts.

It captures the nuanced transformation of hues, akin to a steak transitioning from raw to cooked, creating a palette of rich and varied shades.

This style is characterized by a vast spectrum of brown tones, punctuated with strategic accents of vibrant orange-red. A palette evoking sophistication, it resonates deeply with those in the luxury and fashion sectors who appreciate the subtleties of color interplay.

Topics around “Maillard outfit,” distinguished by its layering of multifaceted brown hues and punctuated by bold orange accents, accounted for 40% of Top fashion keywords on Red during the month. This trend has captivated the sartorial sensibilities of Chinese fashion-savvy youth, marking a significant shift in the style narrative.

Furthermore, in contrast to the “Dopamine style” prevalent in the year’s first half, the “Maillard chic” offers a more complementary palette for Asians with yellow undertones. This nuanced color interplay enhances the skin’s appearance, imparting a luminous and refined texture, particularly resonating with this demographic.

The “Maillard style” is widely recognized for its adaptability and versatility, making it apt for many occasions, from work, leisure, dating, outdoor activities, and more. Its mastery in color layering and blending stands out as one of its prime attributes.

However, some critics have voiced concerns, suspecting that the trend’s popularity may have been artificially propelled for commercial objectives.

So, how did it rise to be a phenomenon?

The meteoric rise of the Maillard fashion concept from relative obscurity to widespread popularity is attributed to a strategic partnership between GQ Magazine and Douyin.

On August 6, 2023, these industry powerhouses collaborated for the “Douyin Fashion Trend Release” event. This wasn’t just any showcase; it was a Maillard-themed fashion spectacle.

By leveraging the influence and reach of prominent fashion figures and celebrities, the event witnessed a flood of short videos centered around the Maillard theme. To further the engagement, GQ Lab hosted Maillard-themed livestreams, ensuring that the style was imprinted on the minds of fashion enthusiasts everywhere.

The Maillard trend took off when more influencers and brands jumped on board with Douyin’s official Maillard fashion events. Soon, this trend wasn’t just big on Douyin.

Celebrities and fashion influencers started posting their Maillard styles on other platforms, especially Red. This made the trend even more popular across Chinese social media.

Recognizing the immense traction, numerous fashion labels swiftly unveiled their own Maillard-themed collections. In a span of merely ten days, from August 16th to August 25th, over 400 brands rallied behind the Maillard initiative. This wave of enthusiasm led to staggering sales worth 300 million RMB on Douyin alone.

Maillard is a unique shade within the brown palette, which is distinct from traditional earthy tones. While earthy colors are inspired by nature and often have green undertones, Maillard channels the hues of steak with a tilt toward reds.

Its harmony with Asian skin tones further amplifies its popularity and appeal.

Prominent global luxury and designer brands are making waves in the Maillard-style dialogue. Luxury brands such as Hermès, MaxMara, Miu Miu, and Saint Laurent, as well as designer brands like Tory Burch, The Row, MSGM, etc, have made significant inroads by curating timeless collections that embrace this aesthetic.

The Maillard style, merging “old money” and “quiet luxury” cues, encapsulates a retro and sophisticated representation of urban women. Esteemed designers like Hermès have historically gravitated toward earthy palettes to craft subtle, elegant pieces.

Today’s affluent Chinese consumers are eschewing overt, large logos that turn wearers into “walking billboards.” Instead, they’re gravitating towards a garment’s timeless and versatile appeal. The Maillard style’s alignment with the ethos of “quiet luxury” has been pivotal in its swift ascent in popularity.

The adaptable Maillard color palette has seamlessly permeated various facets of fashion, spanning clothing, hair dye, makeup, handbags, accessories, and beyond.

Either cowboy boots, sneakers, or canvas shoes, shades of brown are frequently chosen to complement Maillard-inspired ensembles.

To elevate the Maillard ensemble, incorporating golden accessories imparts a touch of refinement. Jewelry, be it necklaces, rings, earrings, or even embellishments on hats in harmonizing golden hues, enriches the outfit, adding layers of sophistication and depth.

Bags crafted from leather and suede epitomize subdued elegance.

Typically devoid of excessive adornments, Maillard-inspired bags lean heavily on the innate beauty of leather and suede. Paired with coordinating attire, they elevate the overall aesthetic, lending a rich texture to the ensemble.

Conclusion

In recent times, the Maillard style has emerged as a defining force in the fashion realm, drawing its unique inspiration from the browning reaction observed in steak.

This singular fashion narrative skyrocketed to prominence, dominating August’s social media discourse and accounting for an impressive 40% of top fashion keywords on Red. While the style is lauded for its versatility and adaptability, it hasn’t been without its detractors, some of whom view its ascent as artificially manufactured.

A key appeal of the Maillard palette is its innate harmony with Asian skin tones, casting a flattering hue. This allure has not gone unnoticed by global luxury and designer brands, who have ventured into this domain with iconic brown-shaded outfits, further fueling conversations around this trend.

The Maillard style, in essence, amalgamates hints of “old money” sophistication with the subtlety of “quiet luxury,” crafting an image of retro urban elegance. Its versatility is evident in its expansive reach across various fashion domains, from clothing, handbags, accessories, and shoeswear, to hair dye and makeup.

As it continues to define and shape fashion narratives, the Maillard style underscores a fusion of timeless design with contemporary sensibilities.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post China Fashion Trend: Maillard Style Surges with +28,900% Uptick on Social Media appeared first on WalkTheChat.

As the epicenter of the worldwide luxury market, Chinese consumer preferences and tastes are constantly evolving.

In this report, our primary focus lies on the emerging New Vintage style, which experienced a remarkable surge in mentions (+8086%) on Xiaohongshu in July compared to the prior month. This analysis delves into various aspects, including the latest geographical distribution among consumers, age-related trends, and the influencing factors shaping luxury brand offerings. This encompasses a comprehensive study of color palettes, material choices, and experiential elements that resonate with China’s affluent demographic.

New Vintage in Fashion refers to new products designed with vintage elements, such as worn-out effects or with details from the 80s, 90s, or 2000s.

Trend pursuers in Beijing and Shanghai are the major consumer groups: they contribute 34% of the total engagement related to the “New Vintage” trend on Red, surpassing the whole province of Guangdong, which ranks No.3.

Gen-Z and Millennials are no doubt the vanguard of the New Vintage fashion movement. Chinese netizens have been quick to experiment with this new style, brining New Vintage into their everyday looks.

Gen-Z and Millennials comprise 82% of the engaged audience, with a male audience taking a substantial share of 18%.

Handbags with denim and patchwork or shapes resembling retro styles are beloved by New Vintage lovers. Such styles can be found in brands such as Chanel, Miu Miu, Jellytoyboy, and more.

Another trend worth noticing is the usage of silver metallic bags and throwback denim street fashion. Such style is boosted by 109% in Tmall search volume during the first half of 2023.

By creating a contentious contrast between denim retro style and silver metallic Sci-Fi feeling, this look effortlessly became a favorite among the chic and young. Balenciaga is, without a doubt, the trend leader in this futuristic style.

Worn-out leather is also gaining traction with the fashion-forward youth. Luxury brands like Miu Miu, and rising premium brands such as Alienaire, Acne Studios, and Dirty Six all have published iconic handbag styles featuring worn-out leather.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Handbag Micro Trend: Gen-Z and Millenials Embracing New Vintage Trends in China appeared first on WalkTheChat.