Is Xiaohongshu fueling Gen Z’s fast fashion obsession?

Despite Gen Z being known as the most eco-conscious of all demographics thus far, Plotnick says that, like in the West, the level of concern in China is dependent on several factors.

“Certain groups in China, particularly young, well-educated urban consumers, demonstrate an increasing awareness of environmental issues and sustainable development,” she says. “The level of concern among ordinary Chinese consumers regarding sustainable shopping varies based on factors such as age, education, income level, and urbanization.”

But with the nation prioritizing efficiency and business growth over sustainability in its quest to become an economic superpower, environmentally conscious consumerism can be difficult to promote. Furthermore, China’s blurring of high- and low-end fashion is becoming increasingly evident. Real fur, for example, is being sold as part of fast fashion.

Pei explains that in China, malls are built specifically for low-priced fur products, with garments made from Chinese-farmed animals.

“Imported fur garments from North American and European markets will be sold as high-end, expensive products. Animal fur is used as a liner inside a full-length down jacket for a mere 200 RMB ($27.62) to 300 RMB ($41.43),” says Pei.

Fur farming has been banned in England since 2000, but there is still no federal law against it in the US, or Europe as a whole. Nevertheless, most major luxury houses have banned fur, including Gucci, Burberry, Armani, Prada, and Stella McCartney. While much of the rest of the world moves towards discontinuing fur altogether, China is finding ways to make it cheaper.

As part of this year’s Shenzhen Fashion Week (SZFW), ACTAsia’s forum featured renowned speakers talking about the ethical issues of fur production, its environmental impact, and the importance of shopping with environmental-concern in mind.

“There is definitely a need for more education on sustainable fashion in China,” Pei says. “We need to let consumers understand sustainable fashion is not a marketing slogan or ethical argument.”

Just like how TikTok and Instagram are fueling rapid consumerism, Xiaohongshu is one of the major forces influencing Gen Z’s shopping habits. Whether or not domestic retailers and brands start utilizing the reach of this platform to create positive change is another story. Hopefully, the rise of “quiet luxury” will contribute to slower fashion, while improved education, thanks to more classes and seminars, will foster a mindset shift towards conscious consumption.