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Business of Fashion: “Cute” is on its Way Out for Chinese Young Women

scandalousmuffin:

You know, it does make me look 10 years younger, but I still think I rock the nerd raccoon hoodie.

Originally posted on Form and Function Fashion:

As a 24-year-old Chinese American woman, I admit I have mixed feelings about my Nerd Raccoon Hoodie from Forever21:

BOF outlines changing cultural international fashion trends in Amongst Chinese Girls, Cute Gives Way to Cool:

First, she holds up a big panda-eyes T-shirt and announces: “This was our bestseller last spring.” Then she points to the bunnies that swarm all over the brand’s summer miniskirts, another bestseller. Finally, she presents a whole menagerie of cats, swans, lions and mice that proudly parade on a successful series of tops. In the winter, she said, faux-fur hoodies with small ears have been doing well, helping this writer to understand why chilly Chinese girls sometimes look like bear cubs.

Until recently, these kinds of “childish” products have driven strong results…

While the women born in the 1980s lived in an environment of fast economic growth, combined with rigorous education standards, post-90s…

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