On the Rise of Unisex and Genderless Trends in China
UNISEX
TREND
The latest trend – “Unisex” has allured a lot of young people, with almost 30k posts on the social platform Xiaohongshu with the topic “Genderless Outfits”, and with the topic also emerging as quite viral on Weibo.
无性别潮流——这个最新趋势已经虏获了一众年轻人。“无性别穿搭”在小红书上已经有将近三万的笔记，不仅如此，这个话题在微博上也热度不断。
Today, unisex points to a certain shared and equal attitude towards life, which is most clearly reflected in clothing. Simply put, it means that men and women can wear the same clothes. There is no obvious gender distinction in color, style, or material, with no gender, men can wear necklaces and skirts, and girls can wear overalls. As there is no fixed gender distinction, it is all based on preferences.
时至今日，它指向某种共享、平等的生活态度，在衣着上的体现最为明显，简单来说就是男女同穿，颜色、款式、材质上没有明显的性别区分。无性别中，男士可以戴项链、穿裙子，女生可以穿工装，没有固化的性别之分，全凭自己喜好。
UNISEX
Xiaohongshu
小红书
With the increase of public focus on feminism and gender equality, the gender concepts represented by "Generation Z" have also begun to break away from the traditional context of binary models, which has gradually emerged in the field of consumption. At the beginning of 2021, Xiaohongshu released "Keywords of Lifestyle Trends in 2021", and "Genderless Dressing" was selected. According to the report "9 Trends of Generation Z Fashion Trend Consumption" released by JD.com (Chinese e-commerce platform), since 2021, the transaction volume of online shopping for men's and women's clothing for generation Z has increased by 4.3 times year-on-year, and the transaction volume of oversized fitted clothing has increased by 1.5 times year-on-year.
随着人们更关注女性主义、性别平权话题，以“ Z世代”为代表的年轻性别观念也开始脱离二元对立的传统语境，并逐渐显露在消费领域。2021年年初，小红书发布《2021生活方式趋势关键词》，“无性别穿搭”入选其中。而根据京东发布的《Z世代时尚潮流消费9大趋势》报告，2021年以来，Z世代网购男女同款服饰成交额同比增长4.3倍，Oversized服饰成交额同比增长1.5倍。
The concept of unisex has gradually become the mainstream culture of young people, and it has also been favored by capital. According to the estimating, since 2021, six "genderless clothing" brands led by BOSIE and BEASTER have successively received billions of dollars in investment.
无性别概念逐渐成为年轻人的主流文化同时也受到了资本青睐，据不完全统计，2021年以来，以BOSIE、BEASTER为主导的6家“无性别服饰”品牌相继获得亿元级别的投资。
The popularity of the genderless concept is inseparable from Generation Z. The pursuit of equality, self-care, and the practice of freedom have gradually made this style the mainstream of fashion. From the perspective of brand marketing, the higher the brand's acceptance of gender representation, the higher the public's acceptance of the brand. Styles in fashion and beauty are also rapidly evolving, and gender neutrality is no longer a “politically correct” slogan, but an actual concept that falls at the product level and meets consumer needs.
无性别概念的流行与Z世代密不可分。追求平权、关注自我、对自由的践行让这一风格逐渐成为时尚主流。从品牌营销的角度而言，品牌对性别表现的接纳度越高，大众对品牌的接纳度也会更高。时尚界及美妆界的风格也在迅速演变，无性别也绝不再是一个“政治正确”的口号，而是落在产品层面、满足消费者需求的实际概念。
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