Coach, Isabel Marant: Is Safaricore Fall 2026’s biggest Xiaohongshu trend?

The leopard patterned, garish aesthetic of “mob wife” from this time last year is getting a bohemian upgrade in China for Fall 2025. Welcome to the new animal print season: “Safaricore.” Spearheaded by the success of luxury houses that are championing brown hues and utility-bohemia (Coach, Chloe, and Miu Miu), “Safaricore” is emerging as the most prolific fashion trend of fall 2025 on Xiaohongshu (also known as RedNote), with more than 45.1 million views under the hashtag at the time of writing. Styled upon safari looks, the trend encompasses beige and brown color palettes, loose shirting, suede boots, animal prints, and fur accents. From wildness to city chic He Yihu, Chinese fashion marketing consultant explains, “It is all about earthy colors, animal prints, functional safari/military tailoring, and creating a stylish mix of wildness and modern city chic.” He acknowledges this isn’t a new concept. “The visual representation we see today as ‘safaricore’ has appeared many times in the past decades, especially the 1990s and 2000s, with different names like ‘nomadism’ (游牧风) or ‘wild leopard style’ (性感猎豹风). Except the resurgence in media discussion has brought this kind of style back to people’s wardrobe,” He says. This return dovetails with broader macro-trends. “Quiet luxury,” which emphasizes neutral palettes and premium textures, notably primed consumers to embrace brown shades. For example, the Pantone Color Institute named Mocha Mousse (Pantone 17-1230) its color of the year for 2025, underscoring the market’s appetite for neutrals. Labels such as Miu Miu and Coach have also become synonymous with these hues over the past few seasons, setting the stage for “Safaricore’s” rise. Market momentum and brand beneficiaries Global and local players showcase the impact of the trend. On the luxury side, Chloé saw demand jump 33% on the Lyst Index in Q2, reflecting the maison’s bohemian and safari-ready silhouettes. Coach, meanwhile, is experiencing strong traction in Greater China, where its parent company Tapestry reported a 18% year-on-year sales surge in fiscal Q4 2025, with revenue reaching $273 million. Its partnership with hit series The Summer I Turned Pretty further aligned the label with youthful, aspirational consumers. Turning to footwear, Birkenstock reported a 24% sales bump in Asia-Pacific in fiscal Q3 2025, powered by new store openings. Its earthy sandals, known for their utility, fit seamlessly into the “Safaricore” wardrobe. Meanwhile, Isabel Marant’s wedge sneakers, which speak to the athleisure dimension of the aesthetic, recently saw a 630% surge on Lyst. Domestic brands are also jumping on board. Taobao storefronts such as RandomPiece, Keigan, and Chicjoc have leaned into safari motifs, offering accessible options to a younger demographic eager to experiment. The rapid proliferation of safari-themed collections on these platforms underscores the bottom-up energy fueling the movement. Looking ahead As fall gets underway, “Safaricore” appears well-positioned to gain traction in both the luxury and mass segments. Its versatility — equally at home in a Shanghai café as on a weekend hiking trip — makes it adaptable to Chinese consumers’ increasingly hybrid lifestyles. Outerwear, leather goods, and statement accessories are expected to see the strongest lift, offering brands across tiers a chance to tap into the aesthetic. Whether labeled as a revival or reinvention, “Safaricore’s” momentum reflects the increasing Westernization of Chinese Gen Z fashion. There is no Chinese version of the name trending — it’s the English label racking up tens of millions of reads. From the palettes, to the styling inspiration and experiential opportunities that the trend offers, both global and local brands should have this one on their radar.

Is ‘Safaricore’ fall’s biggest Xiaohongshu trend?

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Is ‘Safaricore’ fall’s biggest Xiaohongshu trend?