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    Chinese drama ‘Blossoms Shanghai’ sparks interest in bespoke fashion

    ‘Blossoms Shanghai,’ a TV series by Wong Kar Wai, has spurred consumer nostalgia for ‘90s fashion, travel, and beauty trends.
    ‘Blossoms Shanghai,’ a TV series by Wong Kar Wai, has spurred consumer nostalgia for ‘90s fashion, travel, and beauty trends.
      Published   in Fashion

    What happened

    Blossoms Shanghai, directed by the celebrated Wong Kar Wai, known for his visually stunning and emotionally resonant films like In the Mood for Love, has captivated a massive audience. Content related to the drama has accumulated a staggering 4.3 billion views on China's micro-blogging platform Weibo.

    Set in 1990s Shanghai, Blossoms Shanghai traces the ascent of a young man to successful businessman, juxtaposing personal narratives against the backdrop of a booming China. The show stars Hu Ge, Xin Zhilei, Tiffany Tang, and Ma Yili.

    The Jing Take

    The series has sparked a wave of nostalgia for the Shanghai of yesteryears. Since the show's debut in December, it has impacted fashion, travel, and beauty trends both online and offline.

    Since Blossoms Shanghai's debut in December, the show has impacted fashion, travel, and beauty trends both online and offline. Image: Xiaohongshu
    Since Blossoms Shanghai's debut in December, the show has impacted fashion, travel, and beauty trends both online and offline. Image: Xiaohongshu

    The series has also catalyzed a boom in bespoke suits for men, a nod to the sartorial elegance of the 1990s as depicted in the show. A key scene shows the protagonist transforming from an unnoticed city dweller into a sophisticated gentleman through a bespoke suit.

    Tailors in China have reported demand rising.

    On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show. “Many ready-made clothes aren’t suitably elegant. Just like in Blossoms Shanghai, your suit should be customized and bespoke,” shares @Baron on Xiaohongshu.

    On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show. Image: Xiaohongshu
    On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show. Image: Xiaohongshu

    Women have been drawn to the aesthetic of the female protagonist, Lili, played by Xin Zhilei. “Her noble aura is amazing. It is so beautiful that it breaks my heart. I was attracted by Lili’s beautiful ‘90s outfits from the first episode,” wrote @Shen Xian on Xiaohongshu.

    Women have been drawn to the aesthetic of the female protagonist, Lili, played by Xin Zhilei. Image: Xiaohongshu
    Women have been drawn to the aesthetic of the female protagonist, Lili, played by Xin Zhilei. Image: Xiaohongshu

    Meanwhile, booking platform Ctrip reports that searches and bookings for Shanghai have recently increased 20 percent, though directly attributing this growth to the show is challenging. However, iconic locations featured in the series, such as the Fairmont Peace Hotel, have experienced a surge in bookings and visitor interest as well. The boom is likely to continue as travelers make plans for next month’s Chinese New Year holiday.

    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.

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