Blackpink’s Jennie and high-fashion customization: Chinese Gen Z love Vibram FiveFingers

When Lyst released its Q2 2025 Index, few would have expected reptilian-looking footwear to be named the fifth hottest product. But the fascinatingly ugly “foot glove” shoes, aka Vibram FiveFingers, have been trending in fashion circles all year in China and around the world. Founded in 1937, the Italian company went on to develop the “second skin” shoe to realise the concept of walking barefoot. They were named the best invention of 2007 by Time Magazine. The past year has seen the shoes’ resurgence. Through a combination of K-pop icon Jennie Kim stepping out last month in a dusty pink pair of V-Souls, a broader appetite for meme fashion, and the outdoor sport hybrid style boom, Chinese Gen Zers are helping shoot the design from niche outdoor shoe to a viral fashion statement. Editor of Chinese Gen Z style publication Nowher, Lexie Lin tells Jing Daily, “I don’t think Vibram’s FiveFingers will become the mainstream choice in China, but they have already become a trendy item that young people are eager to discuss; after Jennie wore them in an airport and went viral, people on social media started imitating her and even creating their own versions.” On Xiaohongshu (also known as RedNote), the hashtag “Fivefingershoesvibram” has already clocked up 8.8 million views. Over on Weibo, where demographic skews older, “Vibramfivefingershoes” has drawn more than 10 million views. This has not been an explosive boom, though. Vibram has been steadily deepening its footprint in China, first supplying soles to overseas manufacturers in the late 1990s, before establishing the China Vibram Technological Center in Guangzhou in 2009. Its $20 million Huadu facility, opened in 2011, underscores the brand’s long-term commitment to the market. China’s appetite for the barely-there, orthopedic shoes is projected to push the barefoot footwear segment toward $800 million by 2031, according to data by Allied Market Research, a huge jump from $471.09 million in 2021. The growing popularity of the FiveFingers shoe reflects a larger cultural shift. Since Demna Gvasalia’s weird and wonderful tenure at Balenciaga, deliberately awkward, if-you-know-you-know fashion has become a badge of insider cool. Fast forward to 2025 and it is common to see Crocs, jorts (knee-length denim shorts), and deliberately clashing “indie sleaze” outfits in the most fashionable of cities. The uglier, the more viral. In 2022, Vibram reportedly refocused its attention on its FiverFingers line due to the success of a collaboration with Demna’s Balenciaga 2020, which reinterpreted five styles of the design. Laying the ground for Vibram’s FiveFingers, Margiela’s Tabis, the original toe-splitting footwear have also been rising in mainstream popularity, despite once being a bold statement. In fact, Harper’s Bazaar reported that the Tabi boots have seen a 108% increase in global demand over the past three years. Tabis walked, so Vibram Five Fingers could run. From outdoor gear to ‘Gorpcore’ icon Vibram has long been synonymous with high-performance soles. Founded in Italy more than 80 years ago, it produces over 40 million soles annually for the outdoor, leisure, and workwear markets. FiveFingers, introduced in 2006, were initially designed as a natural, barefoot alternative for sailing, kayaking, and hiking. In 2025, the shoe’s hybrid identity (half “Gorpcore,” half streetwear oddity) is exactly why it resonates. “Gorpcore,” the fashion trend celebrating outdoor gear in urban contexts, has matured beyond Patagonia fleeces and Salomon sneakers. Vibram’s shoe straddles both worlds: It is functional, grounded in outdoor authenticity, yet its glove-like silhouette lends itself to high-fashion collaborations. In the past year, Italian disruptor Avavav, cult Japanese label Midorikawa, and sandal specialist Suicoke all launched their own spins on FiveFingers. Why China can’t get enough China’s embrace of the FiveFingers is about more than just celebrity influence. Sneaker fatigue is real, and the market is tilting toward hybrid shoes that blur categories, such as the “sneakerina,” or sneaker-ballet flat. Consumers are also embracing stripped-back, slipper-like silhouettes, reflecting a global softening of sneaker design. At the same time, Chinese Gen Z has developed a thriving culture of DIY and customization, which is expressed on platforms like Xiaohongshu, where users bedazzle and re-style their FiveFingers, transforming them into shareable pieces of art. Vibram’s local strategy has leaned into this — from Weibo campaigns linking the shoes to outdoor yoga sessions at Shanghai’s Dishui Lake, to collaborations with studios like Meta Girl and Roome New York. Though whether people are actually acting taking their toes to the streets via Vibrams’ FiveFingers is another story. Instead, the meme-worthy shoes are proving to be more of a conversation starter and art piece to share on social media, making them great marketing for the brand. But this means they are unlikely to enter mainstream wardrobes just yet. “For [Chinese] Generation Z, daring to wear ‘ugly shoes’ is a way to express one’s individuality,” says Lin. “And while they might not all buy them, they definitely won’t hesitate to use them as conversation starters.” What it says about fashion in 2025 The rise of Vibram in China speaks to a broader recalibration in fashion consumption. Consumers are gravitating toward footwear that is weird, playful, and slightly ironic, yet still connected to nature and wellness. Paddleboard yoga activations, marketing campaigns emphasizing breath and balance, and the shoes’ barefoot ethos all tap into that desire. The FiveFingers shoe embodies both the quest for individuality and the wellness-driven narratives that dominate Gen Z lifestyles. Ultimately, Vibram’s success in China cannot be divorced from celebrity influence. Jennie from Blackpink’s fashion choices resonate powerfully with Chinese fans (Vibram FiveFingers embodies Labubu-effect round two), parlaying niche products into viral phenomena overnight. Her airport appearance in the dusty pink FiveFingers transformed a polarizing shoe into the must-discuss item of summer in China. Fashion-savvy youths in China’s tier-one cities such as Beijing, Shanghai, Guangzhou or Shenzhen, are especially eager to stand out and welcome more daring, untraditional pieces. With their unconventional silhouette, FiveFingers provide them with the perfect way to break away from the norm.

Why Vibram FiveFingers are viral on Xiaohongshu

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Why Vibram FiveFingers are viral on Xiaohongshu