In the scorching heat of summer, the flowing robes and elegant skirts of Hanfu have captivated consumers like a cool breeze, sweeping into their hearts with their loose and airy designs.
Since spring this year, Hanfu and its modern derivatives have continued the momentum from last year's popularity surge. Data indicates that in the first quarter of this year, Hanfu sales in Cao County's (曹县) "Center of the Universe" reached a staggering 1.98 billion yuan. Prior to the May Day holiday, e-commerce sales of Hanfu surged by 389% year-on-year. During the "6.18" promotion, sales of Hanfu on JD.com increased by over 9 times compared to the previous year, with new Chinese-style clothing seeing a growth of over 7 times.
The trend isn't confined to online platforms alone; offline stores are also experiencing the Hanfu wave. At Beijing's Bairong World Trade Center, a children's clothing store owner told China Business News that children's Hanfu has been particularly popular this spring and summer. Some children even expressed their desire for Hanfu as gifts for Children's Day.
"At our store, the foot traffic has been exceptionally high since opening day," a salesperson at Han Shang Hualian's (汉尚华莲) Beijing APM store told reporters. The store, which opened on May 25, is the brand's first offline store in Beijing. With the weather warming up, many new summer styles have been prominently displayed in the store, attracting a diverse range of customers.
"Several years ago, Hanfu was more niche, popular in regions like Jiangsu, Zhejiang, and Sichuan. Now, it's very popular in Beijing. Not only among young people but also among middle-aged and elderly consumers who are eager to try and purchase," the salesperson noted.
The Fusion Trend of Hanfu
In the past, the Hanfu community had stricter norms regarding traditional styles. However, attitudes have shifted, welcoming modifications and modern adaptations of Hanfu. At Han Shang Hualian stores, traditional Hanfu, modified Hanfu, and modern Chinese-style clothing are all available. "Modified styles are particularly popular because they are convenient to wear and suitable for daily activities like commuting and shopping. Modern Chinese-style clothing also sells well, appealing to those who appreciate traditional Hanfu," the salesperson added.
Among the various styles of Hanfu, Song dynasty-style Hanfu stands out for its wide sleeves, comfortable fit, and easy pairing options, making it especially popular for summer wear. Typically consisting of a Song-style top, lower skirt or pants, and a vest, Song dynasty-style Hanfu pieces are versatile and compatible with modern attire.
Innovative Uses and Functional Adaptations
Beyond traditional wear, consumers have unlocked innovative ways to integrate Hanfu into their summer wardrobes. Long vests are worn over short denim shorts, creating a slender and fashionable look suitable for vacations. For daily commuting, wearing a lightweight Hanfu vest as a sunshade is both practical and stylish.
Reporter in an e-commerce platform search "Hanfu", open several Hanfu brand home page, found that most brands are selling traditional Hanfu, improved Hanfu and new Chinese clothing and other categories of Hanfu products. "New Chinese style has been selling well since the horse face dress (马面裙) became popular last year." The customer service of a Hanfu brand told reporters, "while the modified Hanfu is easy to wear and suitable for daily occasions like commuting and shopping, so it is more popular with ordinary consumers."
In fact, the store sold a variety of styles of modified Hanfu, it is the brand in order to meet the daily needs of consumers launched. Hanfu enthusiast Jiang Jiang told reporters that a few years ago she just "into the pit" that will be, the circle of people generally more concerned about the shape of the norms, so she can choose the style is not much, but also rarely in the summer and winter wearing Hanfu to go out to play, either too hot or too cold. "Now, the improved version of the Hanfu is becoming more and more popular, and the style is getting richer and richer."
Just past the 618, Jiang Jiang bought online, including cotton and linen lapel shirts, sleeveless collar than armor, waisted jacket and lace pasted, including a total of no less than ten Hanfu products. "Take the bijia (比甲) for example, it is actually a smock product, the traditional bijia is relatively thick and stuffy, but after improvement, some bijia was made into a lace style, it is more suitable for use as an outerwear in summer."
Exploring Sun Protection Features in Hanfu Design
In response to consumer demand for functional summer wear, Hanfu brands are innovating with sun protection features. The traditional aesthetics of Hanfu are being reimagined to incorporate modern materials and techniques that enhance sun protection without compromising style.
One such example is the "Ocean Breeze Sketch" collection by Zhi Zao Si (织造司). This line features garments crafted from lightweight fabrics with a textured stripe pattern, designed not only for aesthetic appeal but also for practical use as sun protective clothing. The breathable materials ensure comfort even in hot weather, while the design maintains Hanfu's elegance and grace. Within 24 hours, this product saw 89 purchases, reflecting its popularity.
Consumers have responded positively to these innovations, recognizing the dual functionality of Hanfu as both cultural attire and practical summer wear. This shift reflects a broader trend towards integrating traditional elements with contemporary needs, appealing to a wider audience beyond traditional Hanfu enthusiasts.
Future Directions and Market Trends
As Hanfu continues to evolve, brands are likely to explore more ways to integrate functional features like sun protection into their designs. This innovation not only expands the appeal of Hanfu but also positions it as a versatile choice for everyday wear, suitable for various occasions from casual outings to formal events.
As Hanfu continues to gain popularity and brands innovate with new designs, it is evolving from a niche interest into a mainstream fashion trend. Whether through lightweight modifications or combining Hanfu with sun protection features, brands are increasingly considering the comfort, aesthetics, and functionality demanded by consumers in the summer season.
Despite these advancements, some consumers remain skeptical about Hanfu's suitability as sun protection wear, suggesting that specialized sun protection brands might offer better performance in terms of functionality.
"It's actually a positive sign," notes Zhu Zhu, a Hanfu enthusiast. While Hanfu is gaining popularity, its everyday adoption remains limited outside tourist areas, predominantly among women and children. "Hanfu brands are now experimenting with integrating Hanfu elements into everyday wear. Perhaps in the future, we'll see designs that perfectly blend aesthetics and functionality."
In conclusion, the summer of Hanfu's loose-fitting, comfortable fabrics has brought a surge in sales. Breaking away from traditional constraints, Hanfu is embracing a blend of ancient and modern styles, even venturing into the realm of sun protection clothing to spark new trends amid high temperatures and intense sunlight.
