- Gordon Dumoulin
The lasting love for Hanfu... and not just by ladies
𝘛𝘩𝘦 𝘭𝘢𝘴𝘵𝘪𝘯𝘨 𝘭𝘰𝘷𝘦 𝘧𝘰𝘳 𝘏𝘢𝘯𝘧𝘶…
𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘢 𝘴𝘺𝘮𝘣𝘰𝘭 𝘰𝘧 𝘳𝘪𝘴𝘪𝘯𝘨 𝘱𝘢𝘵𝘳𝘪𝘰𝘵𝘪𝘴𝘮 𝘣𝘶𝘵 𝘢 𝘴𝘦𝘯𝘴𝘦 𝘰𝘧 𝘢𝘨𝘦𝘯𝘤𝘺 𝘣𝘺 𝘊𝘩𝘪𝘯𝘢’𝘴 𝘺𝘰𝘶𝘯𝘨 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘰𝘯, 𝘦𝘹𝘱𝘳𝘦𝘴𝘴𝘪𝘯𝘨 𝘣𝘦𝘢𝘶𝘵𝘺 𝘵𝘩𝘳𝘰𝘶𝘨𝘩 𝘰𝘸𝘯 𝘤𝘶𝘭𝘵𝘶𝘳𝘢𝘭 𝘩𝘦𝘳𝘪𝘵𝘢𝘨𝘦,
𝘰𝘶𝘵𝘴𝘪𝘥𝘦 𝘤𝘰𝘯𝘴𝘰𝘭𝘪𝘥𝘢𝘵𝘦𝘥 𝘞𝘦𝘴𝘵𝘦𝘳𝘯 𝘣𝘦𝘢𝘶𝘵𝘺 𝘴𝘵𝘢𝘯𝘥𝘢𝘳𝘥𝘴.
Video source 快手 (Kwai) ID: chouguaia
汉服 𝗛𝗮𝗻𝗳𝘂, 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗛𝗮𝗻 𝗖𝗵𝗶𝗻𝗲𝘀𝗲 𝗰𝗹𝗼𝘁𝗵𝗲𝘀, has grown in recent years from a niche Gen-Z interest to a generation’s tool of cultural expression. Its revival of subculture, community, and tradition signals a general paradigm shift in taste and consciousness for young consumers. With the mainland’s Hanfu market expected to reach $1.85 billion (12.54 billion RMB) in 2022 and to continue to swell to an impressive $2.82 billion (19.11 billion RMB) by 2025, the clothing style has perhaps now passed enough temporal (and financial) milestones to graduate from ephemeral trend to lasting subculture.
When the Hanfu craze first burst into sight in 2018, most international news stories viewed the trend as a KOL-propelled hype and a symbol of rising nationalism. But there is much more to it… Hanfu’s enduring appeal has broader implications than just proof of a growing pride. It is a symbol that China’s young generation is ready for an own sense of agency and identity of beauty. Not willing anymore to blindly follow Western-centric beauty standards but definitions of own beauty and style, inspired by cultural heritage.
While people might think it is about (politically fueled) patriotism, the heart of of Gen Z’s attraction to Hanfu is about identity and their resistance to the Western-lead global beauty and style homogenization. A challenge and inspiration for domestic and international fashion and beauty brands in China’s market. 𝗔𝗻𝗱 𝗯𝘆 𝘁𝗵𝗲 𝘄𝗮𝘆, 𝘁𝗵𝗲 𝗛𝗮𝗻𝗳𝘂 𝗿𝗲𝘃𝗶𝘃𝗮𝗹 𝗱𝗼𝗲𝘀 𝗱𝗲𝗳𝗶𝗻𝗶𝘁𝗲𝗹𝘆 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗶𝗻𝘀𝗽𝗶𝗿𝗲 𝗹𝗮𝗱𝗶𝗲𝘀…
#hanfu #chinesefashion #chinesehistory
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