What’s behind China’s ‘ethnic nomadism’ style?

“Nomad aesthetics“ has become a global trend, gaining particular traction in the US and Japan. This style is also resonating with Chinese consumers. Driven by a desire to be closer to nature and embrace a sense of romantic freedom, the style aligns with the new mindsets and values of Chinese Gen Zers, who seek a simpler and more relaxed lifestyle. Indeed, a segment of the younger Chinese generation is increasingly unwilling to be bound by traditional mindsets. These citizens are eager to assert their individuality and explore diverse life paths, particularly those that allow them to experience a sense of wildness and relaxation. Inspired by the TV show To the Wonder (我的阿勒泰) and motivated by a strong desire to connect with their cultural roots, Chinese consumers have recently localized the nomad aesthetic. Beyond the multiple global influences, the nomad aesthetic in China blends local ethnic minority cultures with an unprocessed nature touch. It celebrates local craftsmanship and sustainability, combined with contemporary and fashion elements. Nomad-style C-drama going viral To the Wonder is China’s TV show hit of the year. It showcases the beauty of the Kazakh nomadic lifestyle. Set in China’s remote northwest, it follows Li Wenxiu’s journey back to her hometown in the grasslands of Altay after failing to establish herself in a large city. Through her eyes, the audience is immersed in stunning natural scenery and the unique aspects of ethnic minority culture. The show offers a healing escape through wise dialogue, slow lifestyles, and the beauty of a relatively untouched land. The show sets the stage for China’s trending ethnic nomadism aesthetic. Inspired by this, local perfume brand Melt Season collaborated with the TV show to create a fragrance called “Roaming Wind,” which expresses notions of nomadism, and nature. Ethnic nomadism in fashion Numerous local fashion and beauty brands are embracing the local nomadic style. They connect to the beauty of earthy landscapes, ethnic local culture, and craftsmanship, aiming to spread notions of freedom, a nomadic lifestyle, and raw nature through their creations. Earlier this year, Florasis released its “Nomadic Glam” collection honoring the nomadic lifestyle of ethnic Mongolian culture. For the launch campaign, supermodel and brand ambassador Du Juan was featured galloping across the grassland to depict the serenity and freedom of China’s vast and enchanting landscapes. Local fashion brand Xu Zhi melds style and nature through its fabrics, textures, and color tones in its “Wind Nomad” collection. The fashion brand Edition uses low-carbon methods to process natural materials, conveying the spirit of returning to nature. It chose the grasslands of Gannan, an autonomous prefecture in southern Gansu Province, as the venue for its runway show, emphasizing a connection to the natural world. Meanwhile, trendy outdoor brand Openup promotes a more “primitive” outdoor lifestyle with ethnic minority elements. Additionally, various fashion magazines have dedicated editorials to this neo-ethnic nomadic aesthetic. They feature personalities who embody this spirit, such as star Ding Zhen, or choose to shoot in the beautiful landscapes of Xinjiang or Tibet, home to nomadic minorities. A state of mind The aesthetic isn't limited to fashion; it encompasses a state of mind. Some younger Chinese are seeking simplicity, tranquility, and a more relaxed attitude towards life. They aim to connect with nature and local culture, and value the emotional and experiential aspects of life. This group cherishes the authentic craftsmanship of minority groups and seeks to collect art and craft pieces from local cultures to decorate their homes. For example, the Tibetan carpet brand Changphel has gained popularity recently. Its carpets are handmade by locals, encouraging and helping the minority to preserve their craft. Young Chinese appreciate the beauty of the “Far West” of China by staying in beautiful hotels, such as the Songtsam Hotel in Shangri-La, or “glamping” at Sichuan’s Wei Lu Camp to immerse themselves in the local culture and feel a sense of freedom. Going beyond materialism, the “slow experience” is gaining popularity among this generation. The Chinese Pulse is a creative marketing consulting agency based in Paris, dedicated to accompany fashion, beauty, luxury and lifestyle brands on their strategies aiming at the Chinese & Asia contemporary market.

What’s behind China’s ‘ethnic nomadism’ style?

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Published July 01, 2024

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What’s behind China’s ‘ethnic nomadism’ style?