Which brands are Chinese Gen Z wearing in 2026?

Subscribe to Jing Daily Pro for one annual report download, or upgrade to Jing Daily Intel ($45/month) for four annual downloads. Understanding Chinese Gen Z is no longer optional for luxury brands. This generation represents some 15% of China’s population within the world’s second-largest luxury market, giving it outsized influence. What really sets this cohort apart is context. Unlike earlier generations, China’s Gen Z came of age with Western luxury retail already embedded locally and with constant access to digital platforms. Shaped by social media and the outbound travel surge of the 2000s, they are globally fluent consumers, equally comfortable navigating domestic and international fashion ecosystems. A growing number of fashion-literate consumers are now designing and producing their own garments, enabled by the speed and accessibility of the country’s on-demand manufacturing ecosystem. This has fueled a boom of domestic brands that are catering to, and in some cases steering, Gen Z fashion trends. As explored in Jing Daily’s latest market intelligence report, Value-driven mega spenders: What will define China’s Gen Z in 2026, the following brands provide useful insights into the aesthetics shaping China’s young style set. “Several homegrown players have punched through the noise with outsized media impact,” says China market journalist Junjie Wang. “Songmont leads as a mid-market label that first broke out with commuter bags and is widely read as a Hermès-adjacent ‘dupe.’ That positioning is critical at a time of middle-class downshifting and a growing demystification of Western luxury. ” Shushu/Tong Xiaohongshu hashtag: 199.8 million impressions Coquette-core Shanghainese fashion designer duo, Shushu/Tong are renowned for ultra-feminine details with relaxed, modern tailoring, and it-girl collabs. Yvmin Xiaohongshu hashtag: 21.6 million impressions A Beijing-born brand established as a conceptual “body decoration lab” that scores with sculpturally expressive, fun jewelry. Nφdress Xiaohongshu hashtag: 10.2 million impressions Nφdress is a Seoul-based label that reimagines 1990s Chinese and Japanese street fashion. Ming Ma Xiaohongshu hashtag: 13.6 million impressions Shanghai-based fashion designer Ming Ma’s eponymous label combines 3D cutting with modern femininity. Rocksteady Xiaohongshu hashtag: 11.3 million impressions Drawing on punk literature and cinematic energy, Rocksteady is a Shanghai-based menswear brand. Pet Tree Kor Xiaohongshu hashtag: 14.1 million impressions. Buzzy favorite, Pet-Tree-Kor has thrived further off the “quiet luxury” boom, producing tailored, immaculate ready-to-wear. Other noteworthy labels gaining particular traction among Gen Z consumers in China include Sunset Park, Dotyears, Scry, Bhive, and Hudiegongzhu. Collectively, these brands signal a broader shift toward highly individualistic, experimental, and concept-driven design. They appeal to a generation that prioritizes self-expression, digitally native aesthetics, and subcultural fluency — where clothing and accessories function not merely as style choices, but as statement-making extensions of identity, values, and online-offline personas.

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Which brands are Chinese Gen Z wearing in 2026?