Recently, fashion shows are in full swing, attracting people from all over the world and aroused wide public concern. There have never been more eyes on China’s fashion market than there are right now.
In the early 1990s, global luxury brands were inaccessible to a large portion of the Chinese population. While today, Chinese consumers can be thanked for nearly half of all luxury retail sales globally. China is also currently the second largest apparel market in the world, valued at more than US$177 billion in annual sales.
A sizable portion of these purchases of luxury goods happen by affluent consumers. And more and more younger and middle-class Chinese consumers are also putting their higher disposable income towards luxury fashion. What’s more, Chinese social media sites Xiaohongshu and Douyin are where most trends are born, spread, and evolve, and have also become incubators for the development of digital fashion in the country.
So, what can Western fashion and apparel brands do to appeal to this crucial market in China? Let’s look at the top fashion trends in China for 2023.
1.Younger Chinese generations are embracing body positivity
In modern China, many women believe that to be beautiful is to be thin. A 2019 IPSOS survey on global beauty standards found that out of 27 countries, China came out on top in believing that body weight and shape are the most important attributes in making a woman beautiful.The rise of social media and the omnipresence of photo-editing tools on apps has further polarized the desire to be skinny.
In recent years, however, body positivity and inclusivity have gained traction in China. On Douyin and Xiaohongshu, there has been an increasing demand for diversifying the size of womenswear. While body positivity remains an uphill battle in China, there is an increased acceptance of various body types. Some Chinese brands have started to incorporate more realistic features in their virtual models, such as imperfect skin and wider hips. Plus-size models like Ruoxin Xu are starting to grace magazine covers like Vogue China and various advertisement campaigns.
What’s more, thanks to the rise of social platforms Douyin and Xiaohonghu, netizens are increasingly taking part in shaping the world of fashion.
2. Fashion trends in China for 2023-Goblin-Mode Fashion
A buzzword that has taken China by storm in 2022, ‘let it rot (摆烂)’ is an even more cynical version of ‘lying flat (躺平).’ The mentality was brought on by a particularly stressful year marked by slow economic growth, youth unemployment, and continuous lockdowns.
Chinese youth gave up on hustling and inevitably turned to ‘goblin mode’ instead. Refusing to maintain one’s appearance might become a hot (and political) trend in 2023. We may observe the rise of natural or ‘no-makeup makeup looks,’ comfortable clothing, and anything that makes people feel good — forget trends or conforming to traditional beauty standards!
3.Gorpcore’s Continuous Rise
Waterproof fabric, hiking shoes, and functional wear are some staples for on-the-go lifestyles. Hence gorpcore’s fast popularity in China in 2022. This momentum is likely to keep going. With China’s sudden lifting of its stringent pandemic prevention measures, many youngsters have one thing only on their 2023 bucket list: traveling, or any outdoor activity that will allow them to leave their apartment.
4.‘Guochao’ rising
Guochao means “national wave” and Bloomberg reports it’s a trend that young Chinese consumers. Particularly the 270 million strong Gen Z cohort, are rapidly adopting. Guochao (国潮), entered a new chapter in 2022, and blossomed into xin zhongshi (新中式) or neo-Chinese style. As with guochao, neo-Chinese style combines traditional Chinese fashion and modern elements.
The evolution of guochao is bound to continue. And we are bound to see more Chinese brands emerging, experimenting, and taking inspiration from China’s rich history and traditions in fabrics and garments.
Above are the 4 top fashion trends in China for 2023. We believe international fashion brands are ready for entering into China market. And before entering China market, you must do know the market and marketing strategies. Deep Digital China is a professional and leading Chinese digital marketing agency, focus on helping international companies enter into China market. Any questions about China marketing, just contact us for further info.