qipao dress short China’s Twitter-esque platform. Fan following hit 6.89 million in 2021, with over 70 percent of fans being Gen Zs aged 16 to 24, and-big biz fact-overall hanfu sales had reached 10.16 billion RMB (1.597 billion USD),” according to the December 2021 iiMEdia stats. That number almost doubled from 3.56 million in 2019 to over 6 million in 2020. And in 2019 alone, the hanfu industry made over 4.52 billion RMB (645 million USD) in sales. Popular hanfu aficionada, and store owner, Zheng Qi poses as a “plump” Tang Dynasty (618-907) court lady. In the past couple of years, young Chinese have elevated the dress code from a niche hobby to a generation’s tool of cultural expression while transforming it into a passionate consumer market. Driven by a mix of KOL-propelled hype and heritage-inspired fashion knowhow, the rise of hanfu is a tale of young Chinese acknowledging their cultural heritage and taking a post-hegemonic attitude to carving out their own style path. China’s passion for hanfu has also turned this trend from just another online phenomenon into one of the hottest cultural themes nationwide. At Shanghai Fashion Week SS21 last year, hanfu shows were scheduled as a central part of events. Since 2018, the annual Xitang Hanfu Culture Week has been attracting more than 100k visitors every year and has become a hot hub for the spotting of new trends in the genre. 300 million views; yet actual fashion content is only a minor slice of that pie. Introducing dynastic carnivals, runway shows, weddings, coming of age ceremonies, the festival advocates the rule, integrity, balance, and harmony of the Han clothing culture. Shiyin, who actually was featured by American Vogue‘s March 2021 issue as the face of China’s hanfu movement, now has launched a short video series revealing Chinese luxury traditions of yore. The tag mostly covers posts about traditional cultural hobbies people practice whilst dressing up in tradition, such as martial arts or finger dances or tea pouring or… Which once again brings us to the topic of the related KOL, taking their content from cultural clothing to a full-scale revival of Chinese traditions. In July 2019, Alibaba launched its Gutao app, a social platform dedicated to hanfu shopping to meet skyrocketing consumer interest. According to Alibaba, over 20 million people got their hands on some imperial style last year on e-commerce giant Taobao. For many fervid fans, wearing hanfu is a nod to their cultural identity and symbolizes their inspiration to delve deeper into that heritage. Big biz fact: Shisanyu, a label founded in 2016, climbed to the top of the site’s best-selling brands list last year and is now worth $16 million. China’s younger generations want to wear something according to their own traditions, those outside of the consolidated Western beauty standards. Though there is a sense of national pride (in the cultural sense) involved, a resistance to being dragged across the board, a resistance to homogenization, not some type of full-fledged politically fueled patriotism, draws the Gen Z eye to hanfu. As we live in an ever-faster-trending digital era, the question beckons: how can traditional design better suit a modern lifestyle? The trend of blending traditional Chinese elements into one’s daily fashion routine is here to stay -among the younger generations. On prevalent short-video platform Bilibili, popular hanfu KOL content now includes “everyday hanfu guides” and “genderless, streetwear hanfu.” as more and more youngsters match their dynastical throwback pieces with Balenciaga sneakers and Supreme hoodies. Another advantage of hanfu is “how the embroidery, wide sleeves, and loose robes will make you look elegant, no matter what your body shape may be,” according to another devotee who wishes to remain anonymous. Travel vlogs entitled “Wearing hanfu in Rome/London/… ” where young bloggers tszuj up their global wardrobe game by adopting traditional dress as their go-to uniform when visiting Western tourist destinations, have also become a popular genre.

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