Fashion Intelligence

Post-Coronavirus: China Design Priorities

JN BY H o me

Seven key directions to help businesses navigate consumer needs in China, post-
pandemic, from versatile designs for home to virtual designs for gaming and online
worlds
 Action Points
WGSN China has identified seven design priorities to
guide brands through the post-pandemic period, based
on our cross-industry analysis of 2020/21 trends.
1. At-home versatility: design items that are suitable for
different occasions and functions, as home-oriented
lifestyles lead to increased focus on comfort and utility.
2. Functional and protective: incorporate protective
functions into your designs to create a sense of security
for anxious consumers.
3. Healing and restorative items: be inclusive and offer
designs with healing properties to address the lasting
repercussions of the pandemic.
4. Transseasonal appeal: create designs that can adapt
to seasonal changes, tapping into the consumer
mindset of buying 'less but better'.
5. Embrace nostalgic themes: nostalgia will have
stronger appeal as an antidote to a changed world.
Focus on designs that bring consumers back to a
peaceful, happy place and create a sense of familiarity.
6. Esports and digitalisation: these areas are ripe for
growth, so be bold in trying out a digital approach and
be one of the first to tap into these markets.
7. Explore dark aesthetics: unsettling visuals will give
anxious consumers a sense catharsis. In the uncertainty
of a post-Covid-19 world, a variety of looks will emerge
that broaden definitions of beauty.
@ /T er r y _ F
 Stay at Home
Analysis
According to iiMedia Research, more
than 300 million people in China
worked from home during the 2020
Chinese New Year. The shift towards
#stayhomestyle will require brands to
subdivide loungewear categories and
tap into market potential.
This new lifestyle will also impact
tailoring, with the emergence of smart
yet comfortable two-mile dressing.
WGSN predicted the rising impact of
working from home in 2018 with our
Considered Comfort trend. The current
situation has accelerated this trend
and is redefining business-casual.
As the home becomes a multipurpose
space for resting, working, exercising
and socialising, consumers will expect
loungewear to combine functionality
and comfort, and it will need to be
smart enough for short trips in their
neighbourhood.
Inspiration
• Ostrich Pillow makes hoods and
pillows for disconnecting or resting
at home or on the go, using crease-
resist and anti-odour fabric
• Maison Margiela layers a boxy
blazer on top of a hoodie and shirt
O st r ich Pillo w T echno Gy m
to create a comfortable yet smart
look
• WHOLEGARMENT makes seamless
knits with 3D technology to offer
comfort and a second-skin fit
• Lululemon redefines business-
casual with upgraded loungewear
that is comfortable enough to be
worn indoors and smart enough to
be worn outdoors
• Rosetta Getty offers sophisticated
two-mile slippers with plush uppers,
tapping into indoor/outdoor style
Maiso n Mar giela
 Stay at Home:
Design Priorities
• Two-mile co-ords: take inspiration from sartorial sets
to create smartened-up loungewear items
• #Bathleisure separates: a combination of athleisure,
business-casual and slounge. Basic core items in terry
cloth, waffle checks and other bath-inspired fabrics
create layered indoor/outdoor dressing and bathrobe
looks
• Monotone or tone-on-tone: use light or neutral
shades to send a message of calm and wellbeing.
N ike S no w Peak
Explore our #enhancedneutrals trend for more on this

Further Inspiration
• Two-mile co-ords Totême, Nothing Written,
Victor Li, Hed Mayner, Lululemon
• Bathleisure Nike, Vestment, Lunya, Rossell,
Snow Peak
• Monotone/tone-on-tone Oysho,
Le 17 Septembre

Le 1 7 S ept embr e Cho r ust y le E milia Wickst ead

 Function & Protection
Analysis
The fashion industry will be facing
unprecedented challenges in a post-
pandemic world. As predicted in
Future Innovations 2022, concerns
about climate change, terrorism,
natural disasters, and now health will
drive consumers towards a new focus
on survival, characterised by resilience,
utility and adaptability.
The current shortage of masks,
medicine and other daily necessities is
disruptive and will result in an almost
instinct-driven demand for fabrics
offering a sense of security and
protection. Resilient graphene fibres
and Uchino x Senscommon’s self-
purifying charcoal fibre clothing are
leading innovations here. Apart from
protective functions, also explore the
extended application of restorative
features.
Inspiration
• The laser-cut, waterproof and
bacteria-free graphene jacket by
Dutch company Vollebak can help
even out the wearer’s skin
temperature and offer protection in
extreme weather conditions
Blackmer le
• Blackmerle from Seoul explores
durable fabrics and customised
components in its S/S 20 collection,
adding typical military elements to a
waterproof hard-shell jacket, and
adding performance and versatility
via patchwork and hidden details
• Supield developed reusable
nanofiltration masks during the
outbreak. The N95 mask has an
ePTFE nanofilm, featuring low
breathing resistance and high-filter
capacity. Its protection level won't
drop after being exposed to steam,
isopropyl alcohol or other
disinfectants, making it a
sustainable solution Mar ie S lo t h Ro using
 Function & Protection:
Design Priorities
• Antibacterial and antiviral: microporous layers can
effectively absorb water molecules and spread them
out, enhancing ventilation and evaporation performance
to ensure comfort. The application of charcoal and
graphene will become mainstream
• Utility details: multiple hidden pockets meet the
demand for storing different items, and enhance
convenience. Elastic straps seamed to the inside of
apparel allow for quick pull on and off
• Protective elements: add a toggle cord, hood string, all- Meanswhile AusAir
in-one gloves, goggles and hood to offer head-to-toe
protection and maximise weatherproof performance.
Play with proportions to create a more stylish look

Further Inspiration
• High-performance fabrics Vollebak,
AusAir, Stone Island
• Antibacterial fabrics Polygiene, Long Run
Textile, Shandong Ruyi
• Tech and utility designs: And Wander, Poutnik,
Boramy Viguier, Meanswhile

vo llebak Akenz T r ickco o

 Healing Power
Analysis
In a world threatened by violence,
economic turbulence and geopolitical
conflicts, fear generated from inside
and imposed by the outside is
becoming the new normal. Statistics
show a large number of people facing
mental health risks in Western Europe,
the United States, Brazil, Japan and
South Korea.
The pandemic is reminding consumers
of the significance of mental health.
According to Mintel, 90% of Chinese
consumers consider mood
management important for
maintaining their health. Lockdown
and the anxiety it induced has acted
as a wake-up call for people to
prioritise their mental health. Against
this backdrop, designs that help
people to cope with post-traumatic
stress will stand out, and pure,
calming, positive and restorative
colours will prevail.
Inspiration
• Nike has collaborated with
psychotherapist Liz Beecroft to
create the new Air Max 270 shoe,
which features pure white and lime
hues to represent mental health
awareness. The distorted Nike
Swoosh expresses the idea that
@emly smms N ike
“healing isn’t linear” and aims to
inspire wearers to adopt a more
positive attitude
• Endel is a personalised sound app
with a smart algorithm that takes 
environmental conditions, time
and user's age into consideration,
and plays either white noise or
music. The choice of melody is
based on data such as location, time
zone, weather and heart rate
• American brand Acabada designs
CBD-infused activewear that can
help with mitigating muscle
soreness after exercise
E nd el
 Healing Power:
Design Priorities
• Restorative tones: greens such as spirulina have a
minimalist appeal and a calming and consoling
quality. In particular, clinical greens will gain
importance
• Energising brights: uplifting tones such as yellow
and zesty orange signal confidence and vitality
• Playful prints: create youthful looks
by adding original prints and illustrations that use
humour to combat anxiety and stress. Collaborate with Laco st e x Jean-Michel
N U PARCC T ixier
artists to create fun prints, as shown by Lacoste x
Jean-Michel Tixier

Further Inspiration
• Restorative tones: Minjukim, Klee Klee, adidas
x Stella McCartney
• Energising brights: Ming Ma, i-am-chen
• Prints & graphics: Chictopia, Lacoste

Minjukim i-am-chen Chict o pia

 Transseasonal Appeal
Analysis
Increased demand for daily necessities
driven by the pandemic has also led to
decreased interest in paying for
dispensable items. Cautious future
consumers will be more inclined to a
'buy less, but better' mindset, as called
out in our Big Ideas 2021 report.
With this in mind, how can brands
respond and send out a message of
sustainability? The answer lies in
creating transseasonal designs that
offer originality, quality, added value,
and durability.
Inspiration
• Wardrobe.NYC offers products in
capsule wardrobes, rooted in the idea
of being more efficient and less
wasteful. It aims to address the
relentless design, production and
consumption cycle endemic to the
industry, offering a radical alternative L'E st r ange Lo nd o n @neher ao f f icial
to the existing fashion system
• London menswear brand L'Estrange
creates a modern clothing system
that comprises comfortable, season-
less, versatile pieces that can be worn
in multiple scenarios, allowing
wearers to "do more with less"
• Gender-neutral denim brand Ullac is
committed to extending the longevity
of apparel. If you have worn one of
the brand's garments for 300 days in
total and kept proof on social media,
Ullac offers to swap it for a new one
War d r o be.N YC
 Transseasonal Appeal:
Design Priorities
• Less but better: build capsules and maximise styling
opportunities while prioritising quality and comfort
• Minimalist colours: recent catwalks have showcased
the emergence of head-to-toe and #toneontone styling.
@neher ao f f icial
Consider contrasting dull fibres with shiny ones, or
combine fibres of different textures to create interest
• Detachable components: use detachable modules
such as an inner layer, a storm flap, hood and long
sleeves to upgrade core items. This approach can also
N ame
be used to update shoes and headgear

Rr ace

Further Inspiration
• Less but better: Arch The, Low Classic, COS
• Minimalist colours: Nehera, Giada
• Detachable components: Ffixxed Studios

@newbo t t ega 3 .1 Phillip Lim E T aut z

 Nostalgic
Reconstruction
Analysis
In a time of uncertainty, people will
increasingly seek happiness and a
sense of security through the
familiarity of the past. YouGov’s British
survey showed that 75% of
respondents said feelings of nostalgia
comfort them when they are upset or
unhappy.
Brands should offer an antidote to
anxiety by adopting retro elements to
create a sense of familiarity and lead
consumers to a place filled with good
memories as an interim escape from
reality.
Due to trading disruptions caused by
the pandemic, many brands are
facing  overstock problems. Old items
seem to have missed their chance, but
reconstruction and upcycling can give
them a new life. Deadstock can
encourage creativity and allow small
brands to buy expensive or exclusive
fabrics more affordably and refashion
them into new designs.
Inspiration
• Patagonia launched a collection
made from irreparable clothes
• Nintendo Pokémon Go's success
encourages other businesses to
explore nostalgia-inspired licenses
for the adult market AS ICS T iger Gel-T ar t her
Alicia Ro wbo t ham 180
• RepliTronics released a new line of
products with the mantra of "classic
electronics made smart". Designed
to "bring some retro flair to the
mundane landscape of charging
devices", the USB Charge Machine is
a vintage arcade change machine
replica, while the Power Bank pays
homage to the Sony Walkman
• Marni’s A/W 20 menswear
collection features recycled
garments
• Industrial design studio and
innovation consultancy Alexander
Taylor plans to launch a brand with
products made from one Chinese E r ic N Mack
manufacturer’s leftover fabrics
Nostalgic Reconstruction:
Design Priorities
• Repurpose: explore the #repurposed trend on WGSN's
Fashion Feed, and redesign deadstock, trims and waste
to build limited-edition capsules
• Upcycled handcrafts: combine recycled or deadstock
beads with old fabrics and yarns. Develop detachable
decorative accessories to create unique looks
• Revived retro: explore vintage elements and take
inspiration from heritage items. Be aware of the
rising re-release culture but do not simply duplicate old
@ahluwalia_ st ud io Ro set t a Get t y
designs. Explore statement silhouettes, hybrid prints
and fabrics to update retro items

Further Inspiration
• Repurpose: Nike x Sacai, Ancuta
Sarca, Ahluwalia Studios, Rave Review
• Upcycled handcrafts: Alicia Rowbotham, Chloe
Renshaw-Smith, Heide Kastler
• Revived retro: Tod's, Nike, arrior Shanghai,
Levi's, Ralph Lauren, Burberry, Uooyaa, Baixiju

ad id as @ahluwalia_ st ud io T o d 's
 Esports &
Digitalisation
Analysis
Consumers have been turning to
virtual worlds as an antidote to fear
and isolation during the lockdown
period. A single-day trading volume on
Chinese mobile game and multiplayer
online battle arena Honour of Kings
reached RMB 2bn on Chinese New
Year’s Eve (24 Jan), with an YoY
increase of 50%.
As consumers become more willing to
invest time and money in virtual
worlds, game-inspired designs will
stand out. #Racerrevival elements in
particular will appeal to young
consumers. Use artificial hues on
liquid layers and try digital colours.
Virtual apparel, such as that used in
gaming, is another avenue to explore
as focus shifts to e-commerce. It takes
away the risk of overstock, and has the
potential to go from online to offline,
helping brands lay the foundations for
future expansion. China has the
largest esports community in the
world, so there is a huge opportunity
here.
Inspiration
• Levi’s collaborated with China’s
popular dance game QQ X5. Actor
Vanness Wu and QQ X5 character
Xingtong dance together in the
commercial to showcase the virtual
looks
Lind er Did u
• Li-Ning partnered with Edward
Gaming (EDG) to launch a collection
inspired by EDG League of Legends
players
• Didu’s A/W 20/21 collection teams
up with @manonwertenbroek to
create liquid-effect prints
• EA Sports x adidas produce
limited-edition jerseys featuring FIFA
teams. The virtual collection has an
identical offline version so players
can also go to certain physical
shops to purchase the jerseys
• Linder blends vintage tones with
rich saturated artificial colours to
create a digital aesthetic
 Esports & Digitalisation:
Design Priorities
• Virtual apparel and accessories: Honour of Kings
partnered with The Palace Museum in Beijing to launch
a Kunqu opera-themed skin, and used 3D holographic
projection to showcase the look at the exhibition
• Racer style: pair colour-blocked saturated tones with
lightweight utility jumpsuits, or match miniskirts with
second-skin tops to create a gamified look
• Digital prints: explore #digitalfilter and #ombre  H o no ur o f Kings x T he
Palace Museum Iceber g
prints. Combine sheers and PVC to create give designs
a glassy shine and a futuristic look

Further Inspiration
• Virtual designs: The Fabricant, Louis Vuitton x
League of Legends, Yang Li
• Racer/gamer style Iceberg, P.E Nation, Off-
White, Paolina Russo
• Digital prints: Keenkee, Études, Mugler, M
Super Avenir

Yang Li É t ud es Keenkee
 Dark Aesthetics
Analysis
Communities have experienced shock,
fear, depression and anxiety during the
pandemic, and some brands are trying
to help people release their emotions
through designs that embrace ugly
realities and unsettling visuals,
offering a sense of catharsis.
As highlighted in WGSN's Future
Drivers 2022 and Future Innovations
2022 reports, fear has become a key
emotion driving design and
consumption. Covid-19 has
undoubtedly accelerated this trend.
Inspiration
• Creative director of Louis Vuitton
Nicolas Ghesquière took inspiration
from imaginary pulp fiction for his Pre-
Fall 20 collection, with horror being an
important part of the story
• G-Dragon's PEACEMINUSONE x
Nike Air Force 1 "Para-
Noise" sneaker features a layer of
black paint that wears away to
reveal an illustration by Korean pop
star G-Dragon. The design explores
the noises around us as we grow up
and the subtle influences we Peaceminuso ne x N ike Lo uis Vuit t o n
experience from interactions in the
world
• Marine Serre references profound
cultural expression, religious tales
and sci-fi stories of the 1960s to
explore survivalist themes set
against a post-apocalyptic
backdrop. In the early days of the
Covid-19 outbreak, Marine Serre
partnered with Airinum to launch
Urban Air Mask 2.0, a reusable mask
with 98% filtering efficiency against
particles down to 0.3μm in size
Mar ine S er r e
 Dark Aesthetics:
Design Priorities
• Gore aesthetics: take inspiration from neo-gothic
style and #darkromance, using black and other dark
tones to create decadent and mysterious looks.
Reference popular films, TV shows and games to add
appeal
• Alternative arts: young consumers seeking an
emotional outlet are looking to unconventional prints
and patterns that express their feelings. Explore
#expressiveprints or partner with avant-garde artists
O AMC @ar o ar chive
• Polluted and distressed looks: express concerns
about environmental issues and worries for the future
via splashing, dyeing and tearing on streetwear pieces
such as acid-wash jeans, tie-dye jersey and hardware

Further Inspiration
• Gore aesthetics: Bottega Veneta, Alexander
McQueen, quirky designs, WGSN's Subculture
Playlist trend, #toughlove
• Alternative arts: Mowalola, Off-White, WGSN's
Dystopian Festival trend
• Polluted and distressed looks: Ottolinger,
Xander Zhou, oxidised camouflage, bruised
whites

Pr ad a Lad Musician Rio t Divisio n