The beret market in China grew 35% annually since 2023, driven by XHS aesthetic content and Chinese consumers’ appetite for French-style accessories. In 2026, berets sell across three segments: luxury fashion enthusiasts pairing them with heritage brands, streetwear consumers, and outdoor lifestyle consumers. The category is highly content-driven: styling posts on XHS with over 50,000 saves regularly translate into measurable Tmall sales spikes within 48 hours. Our China KOL marketing team works with headwear and accessories brands entering China, and our fashion ecommerce China team manages Tmall and Dewu store operations. For beauty brands targeting the same fashion-forward consumer, Cosmetics China Agency manages China marketing.
Berets, an evergreen symbol of grace, bewitch the hearts of fashion-savvy Chinese individuals. From its origin in France to the raising Chinese fashion market, this timeless design is now meeting its new trend in a new country.
French Sophistication: A Timeless Attraction
The beret, an archetype of French couture, is full of an aura of romantic elegance that attracts China’s style-conscious customers. This distinctive feature representing Parisian elegance is adding a sophisticated and polished touch to their daily outfits. As Chinese shoppers broaden their horizons, embracing global fashion nuances, the beret’s unique French lineage becomes increasingly irresistible. Its adaptable character empowers individuals to make their own elegant outfits regardless of the occasion.
The Allure of Face-Enhancing Flattery
Beyond the French elegance, the beret also offers a practical edge: the distinct design casts a flattering effect on the face. Chinese consumers, mindful of the cumulative impact of their accessory choices, find berets particularly charming for the visual appearance of a smaller visage. This attractive benefit has significantly boosted the beret’s popularity among Chinese fashion lovers who are looking for accessories that are not only showing their style but also enhance their appearance.
GMA has more than 10 years of experience in marketing in China. Based in Shanghai, we have been cooperating with hundreds of brands. Contact us for a first consult for your China project and win the Chinese market in the 2020s.
Olivier Verot is co-founder and CEO of GMA (Gentlemen Marketing Agency) and Fashion China Agency. He works with headwear and accessories brands entering the Chinese market, building XHS content and Tmall presence for fashion-forward categories. Based in Shanghai since 2012. Connect on LinkedIn, where I share weekly insights on China fashion and marketing.