Y2K Fashion in China

In America, the 20-year rule in fashion brought about the revival in low-rise jeans, tracksuits, baguette bags, and cargo pants in the past few years. Tiktok and Instagram spread the vintage fashion trend among America’s Gen-Z. Y2K fashion could not have been revived without thrift stores and second-hand shopping apps like Depop and Poshmark, where people can find Y2K staples from brands like Juicy Couture, Harley Davidson, and Von Dutch.

While American fashion trends such as flaunting designer logos, hypebeast culture, athleisure, etc. are popular among China’s Gen-Z, the current revival of Y2K and 90s fashion trends in America is far less attractive to Chinese youth. Western fashion is generally associated with modernity and wealth in China. Beginning in the 20th century, the elite who could afford an education in the U.S. brought Western fashion into China. The degree of “Westernization” in people’s clothing became a marker for social class. However, Western styles soon became the norm for the working class as well due to practicality. As many Chinese continue to seek better education and jobs in America, it is inevitable that they will associate modernity and superiority with Western culture.

Western fashion’s association with a modern lifestyle, and in recent times hip-hop culture, translates to Chinese Gen-Z’s obsession with high-end American streetwear brands like Supreme, Yeezy, and Gucci (which is an Italian brand but is popular among the American hip-hop community).

China’s current youth fashion trends do not feature Y2K styles despite its popularity in America and articles about vintage stores and Y2K fashion in Vogue China. This is partly due to the lack of thrift stores in China which prevents the circulation of styles. However, more importantly, it reflects the Chinese youth’s desire for modernity in fashion, which contrasts the Y2K trend’s move back in time. China’s economic growth in the last few decades led to higher standards of living, which meant that more people can afford the newest technology or buy luxury items. As the country undergoes rapid modernization, it is natural for Chinese people to want to keep up with the market’s newest releases in China’s newly built shopping centers rather than look back in time for fashion trends.