Framing freedom: The rise of divorce photo shoots

What happened For many young Chinese, divorce is more than just a legal process — it represents a ceremonious farewell to the social construct of traditional marriages. As social norms evolve, a service known as “divorce photography” is gaining popularity in China and becoming a thriving business. By paying approximately 1,800 RMB ($280), clients can have a professional photographer document their divorce, capturing "key moments" such as signing the papers and taking off rings. Unlike wedding photos, these shots include not only smiles but also moments of silence, tears, and even looks of relief. On Xiaohongshu, divorce photographers are using creative techniques to draw in customers. In addition to basic photography, some are offering “value-added services” like serenading clients with breakup songs or offering emotional support, such as sharing a drinking together. It’s worth noting that all terms clearly state, “Photographers will not mediate if there are disputes or conflicts during the shoot”— a blunt disclaimer that resonates with young people as “genuine and straightforward.” The Jing Take Based on an interview with a divorce photographer shared by Xiaohongshu blogger @Riki赵国瑞, the majority of clients are women aged 25 to 35. The main reason for divorce is often their partner’s unfaithfulness. Many clients state that “the goal of the shoot is not to dwell on pain but to reinvent oneself.” According to the Ministry of Civil Affairs, in 2024, divorce registrations rose by 28,000, up 1.1% from the previous year, while marriage registrations plunged 20.5%, hitting a historic 40-year low. As divorce rates continue to increase, the growth of divorce photography services is helping break the traditional stigma surrounding divorce in China. Judging by the divorce photography experiences shared by several Xiaohongshu users, many men voice their disapproval of the practice, while many women show support. This reflects an increasing societal acceptance of divorce, which is slowly being redefined as a positive lifestyle choice. Historically, luxury brands have centered their marketing efforts on themes of love and marriage. The emergence of divorce rituals suggests that young Chinese no longer equate happiness solely with marriage and parenthood. Divorce, too, can signify renewal and hope. This evolving emotional landscape offers brands new avenues to address consumer needs. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Framing freedom: The rise of divorce photo shoots

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Published March 03, 2025

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Framing freedom: The rise of divorce photo shoots