China’s influencer economy: 3 top fashion KOLs to know

Fashion bloggers have become an essential force in the fashion industry. According to data from iResearch Institute, China’s influencer economy reached a market size of 5.5 trillion RMB ($760.6 billion) in 2022, up 9.4% YoY. This surge far outpaced the country’s overall retail sales growth and national GDP expansion. The market is expected to expand to 8 trillion RMB ($1.1 trillion) this year. From the early days of fashion bloggers on Weibo and WeChat to the rise of content creators on Douyin and Xiaohongshu, the fashion influencer ecosystem has evolved alongside social media platforms. Yet, this boom has also intensified competition for audience attention and brand partnerships. Jacob Cooke, co-founder and CEO of WPIC Marketing and Technologies, which manages brands across APAC markets, told Jing Daily that successful KOL marketing campaigns depend on collaborations with influencers whose tone aligns with a brand’s identity. For brands, working with fashion influencers favored by younger audiences is a key strategy to drive engagement, increase visibility, and boost sales. Here, we explore three distinct types of fashion bloggers who are redefining style trends in China. Carbonated Drinks Bye Bye（@碳酸饮料拜拜） Xiaohongshu followers: 1 million Douyin followers: 854,000 Carbonated Drinks Bye Bye has emerged as a standout fashion blogger, gaining attention for her viral “Bicycle Outfit Change” video. Known for her ability to mix styles from different eras, she crafts fashion looks that are both bold and highly personal. This blogger follows the Fitcheck styling approach, which goes beyond basic outfit documentation. Rather than just saying, “Here’s what I wore today,” she engages audiences with interactive styling formats, asking: “How do I look today?” Her videos — ranging from street-style 360-degree transitions to elevator outfit swaps — create a captivating mix of movement, storytelling, and fashion trends. With trendy, rhythmic background music, her videos command instant attention. Recently, Carbonated Drinks Bye Bye gained further traction by filming her Fitcheck videos with celebrities during major fashion weeks, featuring stars like Ouyang Nana and Zhou Dongyu. Cacien (@卡西恩Cacien) Xiaohongshu followers: 578,000 Douyin followers: 1.61 million Cacien rose to fame through the Chinese music competition show Rap for Youth. Beyond music, she has transitioned into the fashion world as a sought-after influencer. During an interview, she revealed her affinity for garlic, sharing that while studying abroad, having garlic made her feel at home. This quirky habit earned her the nickname “Garlic Princess.” Unlike influencers who stick to one aesthetic, Cacien experiments with a diverse mix of styles. She regularly posts music-driven fashion content, blending hip-hop, jazz, and pop aesthetics into her unique style. For Cacien, fashion and music go hand in hand, serving as outlets for self-expression and individuality. She favors vibrant clothing and bold accessories, believing that the stronger the visual impact, the more memorable the look becomes. Her influence has led to brand collaborations, including a joint collection with accessory brand Yvmin and a runway appearance for avant-garde label Windowsen at Shanghai Fashion Week. Vincent Special 6 (@文森特别) Xiaohongshu followers: 331,000 Douyin followers: 2.38 million Vincent Special 6 is a fashion blogger known for his sharp commentary on industry trends. He first gained recognition on Douyin, where his witty fashion critiques and insightful analysis quickly made him a favorite among fashion enthusiasts and industry insiders alike. Unlike traditional fashion influencers, Vincent Special 6 prefers to stay off-camera, allowing his voice, knowledge, and critiques to take center stage. His content spans diverse topics, from runway reviews and designer spotlights to in-depth brand storytelling. By blending fashion education with entertainment, he has become a trusted source for understanding the industry. In recent years, Vincent Special 6 has expanded his content into interactive formats. He frequently hosts livestreams and panel discussions, engaging fans through Q&As and collaborative conversations. Last year, he teamed up with designer Junyang for a livestreamed discussion, later editing the conversation into a video that provided a behind-the-scenes look at the stories shaping today’s fashion ecosystem. With his unique perspective and deep industry knowledge, Vincent Special 6 has cemented himself as a leading voice in the fashion commentary space. The future of China’s fashion influencers China’s fashion influencer ecosystem is evolving rapidly, with KOLs like Carbonated Drinks Bye Bye, Cacien, and Vincent Special 6 shaping trends, driving engagement, and influencing purchasing decisions. For brands, understanding each influencer’s niche, audience, and content style is critical to successful collaborations. Whether leveraging trend-driven styling, music-infused fashion, or expert fashion commentary, the right partnerships can amplify brand awareness and drive revenue. As China’s influencer economy surpasses $1 trillion, the role of fashion bloggers and KOLs will only grow, creating new opportunities for brands to connect with China’s trend-driven consumers.

China’s influencer economy: 3 top fashion KOLs to know

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Published March 20, 2025

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China’s influencer economy: 3 top fashion KOLs to know