Fashion has always been a mirror of society, reflecting not just the aesthetics of the times, but the attitudes and emotions that define them. And nowhere is this truer than on Xiaohongshu, where China’s Gen Z is boldly rewriting the rules of style, one hashtag at a time.

The Fashion Frontier: Where Gen Z Meets Xiaohongshu

Xiaohongshu, China’s Instagram-meets-Pinterest platform, has become a mecca for Gen Z trendsetters. With over 300 million monthly active users, 50% of whom are Gen Z, the platform is a real-time pulse check on what’s hot (and what’s not) in fashion​. But unlike fashion trends that sweep across entire continents, Gen Z’s style on Xiaohongshu is hyper-localised, deeply personal, and endlessly diverse. Here’s how brands can decode these trends and navigate the fashion landscape of China’s most trend-conscious generation.

Trend Watch: From Blokette Core to Quiet Luxury

Gen Z fashion on Xiaohongshu isn’t just about aesthetics—it’s a form of self-expression that defies traditional labels. Consider the rise of Blokette Core, a trend blending hyper-femininity with the edgy, soccer-centric “blokecore” of British lad culture. Think silky bows paired with oversized jerseys and frilly skirts mixed with track pants. This quirky mix has been growing in popularity, even though it has only garnered 41,600 views so far on Xiaohongshu. Yet, fashion-forward users are increasingly experimenting with this hybrid style​.

Meanwhile, the minimalist Clean Fit aesthetic continues to dominate the platform, with over 1.26 billion reads on Xiaohongshu​. Also known as “quiet luxury,” this trend focuses on simplicity and anti-logo designs. It’s a direct counter to the loud, outdoor gear-heavy “gorpcore” trend that previously held sway. Gen Z consumers are increasingly gravitating towards clean lines, high-quality fabrics, and designs that exude effortless sophistication.

Mint Mambo and the Healing Power of Fashion

If you thought colour trends were purely cosmetic, think again. For Gen Z, colour is a statement of mood, mindset, and even social commentary. Enter Mint Mambo—the colour trend of 2024 that has swept Xiaohongshu with over 257 million views​. Inspired by nature and a desire to escape the pressures of modern life, Mint Mambo is more than just a colour—it’s a call for calm in a chaotic world. Its soft, pastel tones are showing up in everything from athleisure wear to upscale fashion, offering brands a chance to align themselves with Gen Z’s quest for mental and emotional well-being.

Girlcore vs. Grandpacore: The Generational Style War

At first glance, the hyper-feminine Girlcore aesthetic might seem worlds apart from the eccentric, vintage-inspired Grandpacore look. But both trends share a common thread: they challenge traditional gender norms while offering a fresh take on nostalgia. Girlcore, with its bows, lace dresses, and pastel colours, is a celebration of femininity that feels whimsical yet powerful. Though its hashtag may only have 2.4 million views, related aesthetics like “bowties” have garnered nearly 1 billion views​.

On the flip side, Grandpacore taps into a retro, grandpa-inspired vibe, with oversized jackets, knitted vests, and loafers stealing the spotlight. This trend has amassed 14 million views on Xiaohongshu, capturing the imaginations of Gen Zers who are embracing sustainability and timeless style​. Whether brands cater to the ultra-feminine Girlcore or the relaxed, vintage-inspired Grandpacore, they need to understand that these trends are less about clothing and more about cultivating a personal identity.

Why These Trends Matter for Brands

So, why should brands care about these niche fashion movements on Xiaohongshu? For one, Gen Z in China is an increasingly powerful consumer base, and their tastes are rapidly influencing mainstream fashion. In a market where traditional advertising falls flat, brands that authentically tap into these subcultures will find success. Moreover, these trends are not just about aesthetics—they represent deeper values of sustainability, individuality, and mental well-being.

Consider Ivy League Style, which has amassed 11.8 million views on Xiaohongshu​. It’s a preppy, all-American look that may seem familiar to Western brands, but it has taken on a unique twist in China, where it is seen as aspirational and refined. Brands that understand these cultural nuances can tailor their marketing strategies to resonate more deeply with this audience.

Embrace the Movement, Not Just the Trend

For brands entering the Chinese market, it’s not enough to simply follow the latest trends. They must engage with the underlying values and attitudes that drive Gen Z’s fashion choices on Xiaohongshu. Whether it’s the bold confidence of Blokette Core or the understated elegance of Clean Fit, brands need to align themselves with the authentic narratives that resonate with this generation.

Looking to stay ahead of the curve and capture the attention of Gen Z on Xiaohongshu? At Digital Crew, we specialise in crafting strategies that help brands navigate this dynamic landscape. Discover our Xiaohongshu marketing services here.