Traditional Chinese garments, or hanfu, have exploded in popularity among the country’s young consumers in recent years and have become key attractions at the Taobao Maker Festival. Many Taobao hanfu merchants at the festival have successfully built up their brands and graduated to Tmall. Last weekend, Tmall hosted the National Style Awards, widely considered to be the hanfu industry’s fashion week. More than 200 hanfu bloggers debuted new custom designs at the event – and on Tmall – with hanfu creations ranging from artist crossovers to anime-inspired pieces and many more. Austin Li, a leading livestream host and chief discovery officer of new ‘Designed in China’ products on Tmall, charmed audiences at the awards by reciting a classic Chinese poem while wearing a hanfu designed in collaboration with a popular Chinese brand.
Embodying the craftsmanship, aesthetics, and history of the Han people, hanfu is not only a fashion statement but an emblem of identity for China’s younger and culturally self-confident generation. More than 1,200 new hanfu brands joined Tmall in 2020. Annual sales in this category also grew by nearly 500% year-over-year on Tmall, with two hanfu brands surpassing RMB100 million in sales.
Hanfu is part of a wider subculture fashion craze led by China’s youngsters. This trend also includes Japanese Lolita-style fashion and emerging boutique brands and styles that reflect Gen Z consumers’ desire for self-expression. Aside from fashion, China’s affluent young urbanites are setting trends and shaping consumption habits across all categories. To learn more about some of the biggest and most current trends among this influential demographic, please visit Alizila.
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