Smog masks have become fashionable in China

The pollution has become such an issue in China that in order to keep clean air for the Chinese People. Authorities had to take the same drastic measures but frogs, pollution are part of Daily life of urban Chinese.

2024, here are ten relevant facts regarding pollution in China:

  1. Progress in Air Quality Improvement: China has made significant strides in improving air quality, especially in major cities, thanks to stringent pollution control measures and a shift towards renewable energy sources.
  2. Reduction in Coal Dependence: There’s a continued effort to reduce reliance on coal for energy, with increased investments in cleaner energy sources like solar, wind, and hydroelectric power.
  3. Persistent Smog Issues: Despite improvements, smog and air pollution remain serious problems in industrial areas and during certain times of the year, particularly in northern regions.
  4. Water Pollution Challenges: Water pollution continues to be a critical issue, with industrial waste and urban sewage contributing to the contamination of rivers and lakes.

As to know: temporarily shut down 69 factories, give six days of special vacations to Beijing government employees, close public schools will be closed, and reduce the number of drivers by allowing them to use their cars only on alternate days. Pollution has sadly been accepted as being part of the Chinese’s daily lives.

Here is how fashion designers created a new trend out of pollution:

Fashionable smog masks

Designers have started to include oxygen masks into their new fashion designs for this season’s new collection. Before considered as outsiders of fashion, the Chinese runways are now welcoming smog masks as the newest trendy accessories.  Thanks to the Chinese designers breathing masks will match the clothing in any situation and adopt any styles.

Whether it is to match QIAODAN Yin Peng’s sports wear line, that the designer introduced to the fashion industry on the 28th of October during this year’s Mercedes-Benz China Fashion Week in Beijing.

smog 1

Or if it is to match other styles such as the urban-chic one of Masha Ma’s collections. The designer presented high-end Swarovski-studded breathing masks to match her Spring/Summer 2015 collection during the Paris Fashion Week.

SS15 MASHA MA 10/01/2014

Using digital to sell this new trend

While China accepted pollution as part of its daily life, e-commerce has also been booming and Selling fashion items online in China has become necessary. Clothing is indeed the first category of online shopping in the e-commerce field.

Fashion brands are already starting to sell these trendy pollution masks online. Indeed Masha Ma and other designers such as SANKUANZ, Qiu Hao and Xander Zhou partnered with the Chinese version of the Yoox website. The italian luxury e-commerce retailer Yoox, will therefore be selling the newest collections of couture breathing masks online, on the eco-friendly part of the website: Yooxygen.

smog yooxygen

These new styles of breathing masks will certainly be adopted really quickly by Chinese fashionistas. They indeed provide the protection and the good look that Chinese women are looking for lately. Fashionable breathing masks will therefore represent the near future of local fashion and be the next top selling item on the Chinese online fashion retailers platforms.

The Smog masks market in China

  1. Rapid Market Growth: The smog mask market in China has seen rapid growth, driven by increasing air pollution levels in urban areas.
  2. High Demand in Urban Centers: Demand for smog masks is particularly high in densely populated cities, where air quality often deteriorates due to industrial and vehicular emissions.
  3. Variety of Products: The market offers a wide range of masks, from basic disposable types to advanced masks with air filters and respirators.
  4. Innovation in Mask Technology: Advances in technology have led to the development of smog masks with features like air purification filters, adjustable fit, and smart sensors to monitor air quality.
  5. Health Awareness Drives Sales: Growing health consciousness among the Chinese population, particularly regarding respiratory diseases linked to air pollution, has significantly boosted the sale of smog masks.
  6. Fashionable Designs: Many brands have started offering masks with stylish designs and patterns, making them a fashion statement as well as a health necessity.
  7. Online Sales Surge: Online platforms have become a popular channel for purchasing smog masks, offering convenience and a wide selection of products.
  8. Importance in Outdoor Activities: Smog masks are increasingly used during outdoor activities like jogging, cycling, and commuting, especially in areas with poor air quality.
  9. Government and Corporate Bulk Purchases: In response to severe smog episodes, there have been instances of bulk purchases of masks by government entities and corporations for their employees.
  10. Growing Child Segment: A specific market segment for children’s smog masks has developed, with products designed to fit smaller faces and featuring child-friendly designs.

To go further:

Marketing a smog mask in China, in 2024

Marketing a smog mask in China, especially leveraging social media and platforms like Douyin (TikTok in China), requires a strategic approach. Here are five fashionchinaagency tips:

  1. Focus on Educational Content on Health and Pollution: Use social media to educate your audience about the health impacts of air pollution and the importance of using smog masks. Share infographics, articles, and videos that highlight how your masks provide protection, focusing on features like filtration efficiency, comfort, and durability.
  2. KOL Marketing: Partner with influencers and KOLs (Key Opinion Leaders) who have a strong following in health, lifestyle, and fashion niches. Influencers can create authentic content, such as wearing your masks in their daily life or conducting ‘unboxing’ videos, which can influence their followers’ purchasing decisions.
  3. Interactive Campaigns and Challenges: Launch interactive campaigns or challenges on social media platforms that encourage users to share their experiences using your masks. For example, a video  challenge on Douyin where users post pictures in different city locations wearing your mask. This not only increases engagement but also spreads brand awareness organically.
  4. Highlight Unique Selling Points and Design: Differentiate your masks by highlighting their unique selling points, such as advanced filtration technology, eco-friendly materials, or unique designs. Use social media to showcase these features and explain why they are beneficial. Additionally, offering a range of styles and designs can appeal to fashion-conscious consumers, turning the smog mask into a style accessory as well as a health necessity.
  5. Engaging and Creative Content on Douyin: Create engaging and creative content on Douyin to showcase your smog masks. This could include demonstrating the effectiveness of your masks in various urban settings, user testimonials, or creative videos that show your product in a fun and relatable way. Remember, Douyin content should be visually appealing and succinct.

Read more

Luxury’s New Battleground in China: Douyin

Why do you need a Social media agency marketing fashion accessories in China?

  1. Understanding of the Chinese Social Media Landscape: A social media marketing agency specializing in fashion accessories in China is adept at navigating the unique landscape of Chinese social media platforms like Weibo, Douyin, RED (Xiaohongshu), and WeChat. These platforms operate differently from Western social media, and an experienced agency knows how to effectively leverage them for brand exposure and consumer engagement.
  2. Cultural and Consumer Insight: Such an agency has a deep understanding of Chinese cultural nuances and consumer behavior.
  3. Effective KOL and Influencer Collaborations: Influencer marketing is a huge part of success in China’s digital space. A specialized agency can identify and collaborate with the right Key Opinion Leaders (KOLs) and influencers in the fashion accessory niche. These collaborations can significantly amplify brand visibility and credibility and cost money of course, it is China.
  4. Tailored Content Creation and Campaigns: Agencies dedicated to fashion accessories in China will be adept at creating content and campaigns specifically tailored to the Chinese market. This includes understanding the aesthetics, language style, and content formats that appeal to Chinese consumers, ensuring that your brand messaging is both effective and culturally aligned.
  5. ECommerce : because it is quite complicated .

Contact us to partner with us, we are not an expensive agency. 


  • samantha meng

    I can’t stand how this content is funny right now with the whole Covid-19 situation, we can see the emergence of brands from all sectors, from RTW to luxury developing masks lines. This article was in the future ahah

    • Dolores Admin

      haha good one!
      I guess of our writers have some hidden talents

  • Hello
    I am searching to buy /import mask in China, if you want to sell contact me.
    Small quantity and big quanty possible.
    WeChat or linkedin all ok.

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