JD Fashion, Xiaohongshu, and Vogue released the “2024 Autumn/Winter Fashion Trends White Paper” on September 6, revealing consumers’ new fashion expectations. Key trends include “wilderness Maillard,” “urban light outdoor,” “new retro revival,” and “Eastern quiet luxury.” JD also announced a 1 billion RMB ($140.4 million) investment to expand its fashion offerings. The white paper notes a market recovery and highlights the new generation’s focus on the “heart-value ratio” and personal alignment in fashion choices.