10 New Trends in the Fashion in China in 2024

The New Trends in the Fashion Sector in China (2)-min

Trends in China in the fashion industry , article provided by experts based in China (no BS , 100% accurate) for CEO Managers in the fashion – luxury industry.

10 key fashion trends in China, including the two new trends you mentioned:

  1. Sustainability and Conscious Consumption:
    • Chinese consumers are prioritizing eco-friendly and ethical fashion choices.
    • Brands are adopting sustainable practices and circular fashion models.
    • Gen Z consumers are increasingly supporting ethical and eco-friendly brands.
  2. Fashion-Tech Fusion:
    • Integration of technology into fashion products and experiences.
    • Smart fabrics, wearables, and virtual try-on features enhance consumer engagement.
    • Personalization and customization options are becoming more prevalent.
  3. Genderless Fashion:
    • Rising demand for inclusive and gender-neutral clothing options.
    • Brands promote non-conformist designs and inclusive shopping experiences.
    • Increased interest in genderless fashion among young consumers.
  4. Chinese Heritage and Cultural Influences (Guochao):
    • Incorporation of traditional Chinese elements in modern fashion designs.
    • Pan-Chinese and Neo-Chinese styles are popular Guochao trends.
    • Brands connect with cultural roots while appealing to international audiences.
  5. Rise of Chinese Independent Designers:
    • Growing support for local talent and independent fashion labels.
    • Chinese designers offer unique perspectives and cater to individuality.
    • Emphasis on inclusivity and diverse designs.
  6. E-commerce and Social Shopping:
    • Dominance of e-commerce platforms like Tmall and JD.com.
    • Livestreaming shopping and social e-commerce are driving growth.
    • Integration of social media and e-commerce for seamless shopping experiences.
  7. Luxury Consumption and Affluent Millennials:
    • Chinese millennials and Gen Z consumers are driving the luxury goods market.
    • Shift towards experiential luxury and sustainable luxury brands.
    • Authenticity, sustainability, and transparency are crucial for luxury brands.
  8. Health and Wellness in Fashion (new trend):
    • Increasing focus on fashion promoting health and well-being.
    • Demand for activewear, athleisure, and sustainable materials.
    • Brands align with the trend by offering comfortable and health-conscious clothing options.
  9. Little Red Book (Xiaohongshu) – Lifestyle Influence on Fashion:
    • Little Red Book has evolved from a shopping platform into a lifestyle and fashion influencer hub.
    • Users share reviews, lifestyle tips, and fashion recommendations, shaping fashion trends.
    • Influencers and KOLs (Key Opinion Leaders) on the platform impact purchasing decisions.
    • Brands collaborate with Xiaohongshu influencers for targeted marketing and product promotion.
    • Xiaohongshu is a key platform for discovering and adopting new fashion trends and beauty products.
  10. Douyin (TikTok) – Video Influence on Chinese Fashion:
    • Douyin has become a powerful platform for fashion content with short video formats.
    • Trendsetters and fashion enthusiasts use Douyin to showcase unique styles and outfits.
    • Viral fashion challenges and trends spread rapidly, influencing what people wear.
    • Douyin also features behind-the-scenes glimpses of fashion shows and designer collections.
    • Brands leverage Douyin’s reach by partnering with fashion-focused content creators for campaigns.

These trends reflect the evolving fashion landscape in China, where consumers are increasingly mindful of sustainability, technology, inclusivity, cultural heritage, and their well-being when making fashion choices.


China’s fashion market has experienced exponential growth in recent years even for 2024, making it essential for industry players to stay informed about the latest fashion trends.

By being well-versed in local trends such as cultural confidence, genderless clothing styles, and street style aesthetics that are gaining popularity among many Chinese shoppers, you can make informed decisions regarding product offerings, marketing strategies, and collaborations with influencers.

In this blog post, we will explore the top Chinese fashion trends shaping the future of the fashion market in China. 

  • Sustainability and conscious consumption are key fashion trends in China, with consumers demanding eco-friendly and ethically sourced products. Brands that adopt circular fashion models can take advantage of this trend for 2024
  • The integration of technology into fashion is becoming increasingly popular in China, with smart fabrics, wearables, and interactive elements driving modern experiences. Brands that utilize these innovations can set themselves apart from competitors while ensuring a personalized customer experience.
  • Staying informed about the latest Chinese fashion trends and consumer preferences is crucial for success in this rapidly evolving market. 

The Rapid Evolution of the Fashion Market In China

Fashion market in China

Trend 1: Sustainability And Conscious Consumption

Consumers in China are increasingly focused on sustainability and ethical consumption, with eco-friendly practices and circular fashion models driving the market, it start in 2022 and continue in 2024. .

The textile, apparel, and fashion (TAF) industries have historically contributed significantly to global environmental pollution throughout their supply chains. To address this issue at its core and cater to a growing audience that demands ethical products, many leading Chinese brands are transitioning towards more eco-friendly practices.

This shift toward sustainability not only helps build brand credibility but also puts the company ahead in one of the top trends shaping the future of China’s fashion market as highlighted in a recent Roland Berger report.


One example illustrating this trend is that 55% of Chinese consumers have chosen products from sustainable fashion brands due to better quality. This demonstrates a strong appetite amongst them for high-quality eco-friendly products that contribute positively towards environmental conservation.

Moreover, Chinese Gen-Z consumers showcase a keen interest in supporting ethical practices while shopping— they are more aware than ever of their social and environmental responsibilities.

Brands should tap into this opportunity by offering sustainably produced items that cater not only to these values but also reflect the unique design preferences of today’s forward-thinking fashion enthusiasts.

The adoption of circular fashion models and recycling initiatives plays a significant role in shaping the future of China’s fashion market.

With fast fashion leading to higher energy and water consumption levels, chemical pollution, soil degradation, and increased carbon emissions, more sustainable practices are needed.

Circular business models can help close material loops and reduce material waste in the industry. For example, some Chinese apparel manufacturers have implemented closed-loop systems for textile production that enable used textiles to be collected from consumers or recycled back into new products.


Trend 2: Fashion-Tech Fusion

Fashion and technology are on the cusp of a thrilling collaboration, with innovations such as smart fabrics, wearables, and interactive features driving modern fashion experiences.

Fashion-Tech Fusion involves integrating technology into fashion products and experiences. While there has been hesitancy within the industry to adopt these technological advancements due to its traditional Chinese culture, McKinsey analysis has shown that AI can be embedded into fashion companies for optimal results.

This operational potential creates exciting opportunities for brands to personalize and customize their products while enhancing consumer engagement through immersive experiences.

Smart fabrics are revolutionizing the textile industry by embedding electronic devices into textiles, allowing wearers to monitor activity levels or change clothing colors with a touch of a button. The appearance of smart fabrics is one of the most significant technological trends changing women’s clothing in China today.

By offering customized products and services, businesses can build stronger relationships with their customers while also boosting revenue through increased sales. Some companies have implemented virtual try-on features on their websites, allowing shoppers to see how clothes would look on them before making a purchase.

This trend highlights the growing importance of customer experience in the fashion industry as more consumers seek out personalized and interactive interactions with brands online.

Trend 3: Genderless Fashion

One of the most significant trends that is reshaping the fashion market in China is genderless fashion. With demand for inclusive clothing options sweeping through the country, gender-neutral fashion is revolutionizing the Chinese fashion industry.

An increasing number of consumers are calling for equality, leading to brands increasingly promoting gender-neutral styles.

Both domestic and international brands use non-conformist designs that blur gender boundaries. Inclusive and gender-neutral clothing lines are predicted to become more and more popular among young people in China as demand grows for inclusive shopping experiences.

Searches for terms including “genderless” and “gender neutral” rose by 33 percent in the first half of 2021 on the fashion app Lyst, signaling a rising interest from consumers.

As a result, brands are entering a category that changes the way labels and sizing work in the fashion market in China. With social progressiveness at its core, there couldn’t be a better time for businesses to launch their gender-inclusive campaigns targeting the younger generation looking forward to experimenting with their personal style preferences.

Major players in the Chinese fashion industry have already begun embracing this trend by creating inclusive collections and collaborations. For example, streetwear brand Li-Ning launched a line of gender-neutral sportswear featuring oversized silhouettes and bold prints that appeal to both men and women.


Trend 4: Chinese Heritage And Cultural Influences In The Guochao Trend

Incorporating traditional Chinese elements in fashion designs has become a significant trend in the Guochao style that’s shaping China’s fashion market. This trend features modernized forms of traditional Chinese design aesthetics and is popular amongst both local and international audiences.

The Pan-Chinese style, which incorporates distinct features from different regions of China, is currently the most sought-after Guochao fashion trend.

The new Chinese style in branding represents brands introducing products “originally made in China, based on modern fashion, featuring traditional” elements. This approach has helped numerous brands establish themselves internationally while maintaining ties to their cultural roots at home.

A contemporary example would be Shanghai Tang – a luxury brand that focuses on promoting Chinese heritage through its high-end products like silk scarves, and dresses with intricate details such as Mandarin collars and knot buttons – entirely handmade using authentic techniques by skilled craftsmen across China.

Another is the Neo-Chinese style, which incorporates both Western and contemporary Chinese fashion.

Brands like Li-Ning have embraced this fusion fashion aesthetic by creating sportswear collections inspired by Chinese elements such as calligraphy and martial arts motifs while also incorporating modern design features.

By adopting these innovative approaches, brands can appeal to consumers who appreciate both their cultural heritage and contemporary designs.


Trend 5: Rise Of Chinese Independent Designers

This trend highlights the rise of local talent and independent fashion labels. Chinese shoppers are becoming increasingly willing to purchase clothes made by Chinese designers, thanks to their creative flair and unique design perspectives.

This trend highlights an exciting shift in consumer preferences towards individuality and local authenticity. Brands that utilize this trend can tap into a growing demand for locally sourced products and connect with consumers who are eager to support homegrown talent.

Chinese shoppers are now more willing to purchase clothing made by local designers due to their exceptional talent, especially emerging independent designers. These designers bring fresh ideas and a new approach to fashion, which resonates with young Chinese people who prioritize self-expression over conformity.

Additionally, this trend aligns with the growing demand for inclusivity and diversity in fashion as it celebrates different cultures and promotes inclusive designs that cater to various body types, skin colors, and gender identities.


Trend 6: E-commerce And Social Shopping

E-commerce in China like Old Tmall and JD.com are not that popular now. new app like VIP, Douyin and RED dominate the Chinese market, with seamless online payments and user-generated content leading the way.

These public marketplaces offer brands opportunities to tap into massive consumer bases, but they also face intense competition from other sellers. Low prices are driving growth in this space with fashion companies leveraging livestreaming shopping and social e-commerce platforms for wider reach and engagement.

E-commerce giants Alibaba and JD.com are having hard times in 2024. The forefront of this competition with a focus on luxury e-commerce experiences that deliver unique and personalized products and services to customers’ doorsteps .

RED is the lifestyle app that dominate trends

jd and tmall

It’s crucial to keep up with the rapid evolution of the fashion market in China. One significant trend shaping this future is the integration of Chinese social media (WeChat, Weibo, Xiaohongshu) and e-commerce for seamless shopping experiences.

Social commerce, user-generated content, and live-streaming are trends that are changing the way consumers shop online and interact with brands.

In China, platforms like Taobao Live and Douyin Live have made live-streaming e-commerce a powerful tool for businesses to connect with their target audience. With interactive video streaming by KOLS combined with click-to-buy functionality, these platforms offer engaging retail experiences that drive sales.

Brands can leverage this trend by creating compelling content that resonates with Chinese consumers’ interests and values while showcasing their products in an entertaining way.

Trend 7: Luxury Consumption And Affluent Millennials

Chinese millennials and Gen Z consumers are driving the luxury goods market in China. With their growing purchasing power and changing consumption habits, luxury brands must adapt to stay relevant.

By 2025, Chinese millennials are estimated to represent 40% of the personal luxury goods market, while Gen Z is set to become a significant force in the future with 16% of the total population.

Some young Chinese consumers are shifting their spending habits from traditional luxury brands to premium, fast-fashion, niche, and sports brands.

They are increasingly prioritizing experiences over material possessions, leading to a rise in experiential luxury purchases. Examples of experiential luxury include personalized vacations or unique dining experiences, while sustainable luxury brands prioritize eco-friendly materials and transparent sourcing.

It is essential for fashion brands operating in China to showcase their authenticity through genuine efforts toward sustainability and transparency.


Trend 8: Health And Wellness In Fashion

There has been a growing focus on fitness, wellness, and athleisure wear in China. This trend has transformed the fashion industry as consumers prioritize their health and look for fashionable yet functional clothing options.

Brands are now incorporating features such as moisture-wicking fabrics, anti-microbial properties, and even aromatherapy elements into their clothing lines. The fusion of technology with fashion has also yielded intelligent clothing that monitors the wearer’s vitals or assists with posture correction.

The growth potential for this segment cannot be ignored as it reflects a societal shift towards well-being consciousness amongst consumers who increasingly want healthier lifestyles integrated across all aspects of their lives including what they wear.

In fact, according to JP Morgan & Chase report on China’s consumer habits indicate predicted sales growth in 2023 by 54% in sports goods alone which shows an increasing focus on personal wellness among Chinese consumers.

By incorporating these elements into their design process, they can create products that cater to a more health-conscious consumer base while also offering lifestyle benefits beyond mere aesthetics.

Little Red Book (Xiaohongshu) the lifestyle APP

Main Lifestyle App in China: Little Red Book, or Xiaohongshu, has emerged as the go-to lifestyle app in China, encompassing much more than just fashion.

With its user-friendly interface and a vast community of users sharing insights on fashion, beauty, travel, and health, it has become an essential platform for millions of Chinese consumers.

Fashion lovers in China and influencers use Xiaohongshu to explore the latest trends, discover new products, and gain inspiration for their style choices. The app’s integration of user-generated content and e-commerce makes it a powerful tool for both fashion discovery and shopping, allowing users to seamlessly transition from browsing trends to making purchases.

Due to its unique blend of social media, user-generated content, and e-commerce, RED provides a platform for users to share fashion tips, product reviews, and style inspirations. This has led to a more diverse and democratized fashion scene in China, where trends are increasingly driven by grassroots influencers and everyday consumers rather than just top designers or celebrities.

One key impact of Xiaohongshu is its role in promoting both international and local Chinese brands. Users often post about their fashion finds from both global luxury brands and emerging local designers, giving rise to a blend of global and local trends. The platform also encourages a culture of “real reviews” and authentic sharing, which has made it a trusted source for fashion advice among young Chinese consumers.

Furthermore, RED algorithm tends to promote content that resonates with the younger generation’s values and aesthetics, which often includes a focus on personal expression and sustainable fashion. This has contributed to a shift in consumer behavior, with more emphasis on individual style and conscious consumption.

Douyin (TikTok) – Influencing Fashion Trends in China:

Douyin, the Chinese version of TikTok, has revolutionized how fashion trends spread in China. Its short-form video format has created a dynamic space for trendsetters to showcase their unique fashion sense. Users share fashion hacks, outfit transformations, and style tips, making it a platform where trends gain traction quickly. Viral fashion challenges and hashtag campaigns on Douyin lead to the rapid adoption of new styles and clothing items among young Chinese consumers.

You have to know that Douyin provides a glimpse into the world of fashion shows and designer collections, making high fashion more accessible and relatable. Brands have recognized the platform’s potential for e-commerce integration, creating shoppable content to cater to Douyin’s massive user base.

Douyin’s (the Chinese version of TikTok) influence on society in fashion, the platform has revolutionized the way fashion trends are created and spread. Douyin’s short-video format and powerful algorithm have made it an ideal platform for showcasing fashion content, from outfit inspirations to makeup tutorials.

One Greatt aspect of Douyin’s influence is the rapid speed at which fashion trends can emerge and spread on the platform. Trends on Douyin can go viral overnight, leading to immediate spikes in demand for certain fashion items or styles. This has led to a more dynamic and fast-paced fashion landscape, where trends are constantly evolving.

Anyone can be a fashion infuencer on Douyin

Douyin has lowered the barrier for entry into the fashion conversation, allowing anyone with a smartphone to become a fashion influencer. This democratization of fashion content creation has led to greater diversity in fashion trends and has given a voice to underrepresented groups and styles.

Additionally, Douyin’s interactive features, like challenges and hashtags, encourage user participation and community building around fashion. This has not only amplified the impact of trends but also fostered a more engaging and communal fashion culture among users.

Do you need help to develop your fashion brand in China?

We can help you.

It’s clear that the fashion industry in China is an area of great potential and growth. However, with this comes the need to stay ahead of constantly evolving preferences and trends.

Luxury fashion case studies China - GMA

Our specialized agency offers valuable assistance to businesses looking to enter the Chinese fashion market.

Fashion brands often choose to work with Gentlemen Marketing Agency (GMA) in China for several reasons:

  1. Expertise in the Chinese Market: GMA has a deep understanding of the Chinese market, including consumer preferences, trends, and cultural nuances. This expertise is crucial for fashion brands that aim to penetrate or expand their presence in China, as it helps in tailoring marketing strategies to resonate with the local audience.
  2. Cost Efficiency: Working with GMA can be cost-effective for fashion brands. They offer tailored solutions that maximize return on investment. By leveraging their knowledge and resources, brands can achieve their marketing goals without overspending, which is especially important for companies mindful of budget constraints.
  3. Creativity in Campaigns: GMA is known for its creative approach to marketing. In the fashion industry, where style and aesthetics are paramount, having a marketing agency that can craft unique, visually appealing, and engaging campaigns is a significant advantage. This creativity helps fashion brands stand out in the highly competitive Chinese market.
  4. E-commerce Specialization: The Chinese market is heavily oriented towards e-commerce, and GMA specializes in this domain. They understand the intricacies of e-commerce platforms in China, such as Tmall, JD.com, and WeChat. Their expertise in e-commerce strategies, including online store setup, digital sales tactics, and consumer engagement, is invaluable for fashion brands looking to thrive in the digital marketplace.
  5. Large Network and Connections: GMA has established a wide network within the Chinese market, including connections with influencers, media platforms, and other key industry players. This network enables fashion brands to gain more visibility and access opportunities that they might not achieve independently. Collaborating with influential figures and platforms can significantly amplify a brand’s reach and impact

We understand the significance of staying informed about the top trends shaping the industry and can provide comprehensive support in all aspects of your venture. From sustainability and conscious consumption to gender inclusivity, cultural influences, independent designers, and the dominance of e-commerce platforms, we have the expertise to guide you through the intricacies of the Chinese fashion landscape.

RED- Xiaohongshu and Douyin have both had profound impacts on the fashion landscape in China, shaping trends through user-generated content and creating a more

contact GMA

By embracing sustainability practices and adopting circular fashion models, you can appeal to the growing demographic of consumers who prioritize eco-friendly choices. We can help you navigate this aspect of the market, ensuring that your business aligns with the values of sustainability-conscious consumers. Furthermore, we recognize the importance of gender inclusivity in fashion and can assist you in creating inclusive clothing lines that break traditional norms. This will help broaden your customer base and appeal to individuals seeking unisex styles.

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Cultural confidence is another crucial factor in the Chinese fashion market. Our agency can help you navigate the Guochao trend, which celebrates Chinese heritage while fusing it with Western aesthetics. By incorporating cultural influences into your designs, you can attract consumers who value a unique and diverse fashion experience.

Additionally, we understand the power and reach of e-commerce platforms like Tmall and JD.com. We can guide you in utilizing these platforms effectively to create engaging social shopping experiences that resonate with Chinese consumers.

Our agency is well-equipped to assist you in exploring the vast opportunities available in China’s fashion market. With our expertise and support, you can navigate the trends, cultural influences, sustainability considerations, and e-commerce landscape to establish a successful presence in this dynamic industry. To embark on this exciting journey, simply reach out to us, and we will help you unlock your potential in the Chinese fashion market.


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