Forget Gender-Neutral Fashion. Chinese Men Want Women’s Clothes

Here are some key takeaways

Influenced by male celebrities, more and more Chinese male fashionistas are integrating women’s clothes into their wardrobe due to their more fashionDesign-forward and meticulous attention to detail.

Genderless clothing is a popular lifestyle choice in young China.

To leverage this opportunity, brands must embrace non-binary approaches while also considering the growing gap between youth culture trends and China’s official stance on masculinity.

Gender-fluid is a topic of great interest to me. fashion, women wearing men’s clothes have always been more dominant than their opposite. Women have always been drawn to the oversized looks of women’s clothes. “boyfriend”Add chic to your wardrobe with jeans and shirts

But today, the growing number of Chinese male fashionistas wearing women’s clothes is reversing the narrative. Many Chinese men are now shopping for womenswear from celebrities to grassroots influencers.

Actor Wang Yibo, who was announced as Chanel’s brand ambassador this June, epitomizes the genderless chic becoming popular in China’s fashioncommunity. Referred to as a man. “incarnated Chanel (人间香奈儿),” Wang has worn the brand’s iconic womenswear in TV shows and on magazine covers to exalt a fashionA forward-looking look that defies gendered expectations. For example, he wore a pink Chanel jacket with an adorable mini purse on Street Dance of China. He also wore a tweed jacket to Tencent’s red carpet event.

Idol Wang Yibo wore a pink jacket from Chanel’s pre-fall 2020 womenswear collection on the TV show Street Dance of China. Photo by @Street Dance of China Weibo

Not only did Wang’s outfitsMen are now more likely to wear womenswear than ever before, but they have also inspired women who love Chanel’s looks.

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Wang is just one of the many male Chinese idols setting a new normal for men’s fashion. Tiffany and Armani Beauty’s spokesperson Jackson Yee wore a Chanel women’s tweed overall to wear to the Grammy’s in 2018. Actor Li Xian was the spokesperson for Ermenegildo Zigna. He wore a Chanel coat from its 2018 womenswear line to a Vogue party in 2019. Cai Xukun, Prada’s muse and ambassador since 2019, frequently wears the brand’s women’s suits to red carpet events. And on Weibo, the hashtag #MaleCelebrityInWomenwear is an active thread, with over 150 million views and 320 thousand posts.

Idol Jackson Yee attended the 60th Annual Grammy Awards in a Chanel overall from the brand’s SS2018 womenswear collection. Photo by @JacksonYee Weibo

Real-life fashionistas are also starting to catch up to this movement. Jeremy Yang (@jeremy_young), is an emerging blogger on Little Red Book. He is not shy about adding womenswear in his day to-to-to. fashion. “It is much easier to find well-design and interesting pieces in womenswear than menswear,”He said it to Jing Daily. “The cut is better, details are more well-thought-out, and there are just more choices overall.”

Far from the social stigmas that often associate men wearing womenswear with drag queens, Jeremy’s intentional purchases of women’s clothes were strictly driven by personal style. “I am drawn to brands that design for the sake of good design,”He concluded. “Since most brands still put more effort into womenswear nowadays, it is natural for me to look at womenswear for inspiration.”

Little Red Book published its report 2021 Lifestyle Keywords earlier this year. The report ranked genderless fashionIt is one of the top ten most popular themes on the platform. The data shows that the number of posts about genderless dressing showed an 182-percent increase in views year-on-year for 2020, while the number users posting about the topic grew by 83 per cent.

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Emerging domestic companies such as Bosie, a clothing label, and HASHTAG, a beauty brand, are among those who leverage sales of genderless products in China. This is a country that is rejecting gender binaries. These labels have created a sense novelty in a market that has yet see many non-binary products by removing gendered advertising.

For luxury and fashion brands outside China, understanding the large gap between the country’s official stance on gender and youth culture ideals can be tricky. Since 2018, the Chinese state media has repeatedly advocated for traditional gender role beliefs by criticizing K-Pop’s negative influence on the increasing femininization of its young men. In February this year, China’s education ministry issued a notice that called for schools to promote education that can “cultivate male students’ masculinity.”

Yet despite this official and aggressive push for conservative values, China’s younger generations kept finding new ways to keep a countermovement alive and burgeoning. Over the past three years, the country’s underground ballroom culture and LGBTQ+ community have continued to grow in tandem with tightened ideological controls in the public sphere.

Although it is still difficult to leverage womenswear opportunities due to challenges like sizing campaigns and making campaigns, brands shouldn’t overlook the chance to speak with male Chinese fashionistas through non-categorical channels fashionmessage. To connect with this community more deeply, we need more images of men in nonbinary styles and products that challenge traditional gender norms. This generation is looking for the freedom to experiment and play. Brands that are too cool to be classified as social media brands will have an edge.

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