Allgrey fashion trend, or 格雷系 in Chinese, which involves the layering of items in different shades of grey, was the major fashion fad in the last months of 2023 going into 2024. Originating amidst the winter season, this trend has seen an extraordinary rise in popularity, growing MoM 29.53X on average from November to January and captivating over 300 million views in relevant topics on Red/Xiaohongshu.
In this edition of our micro trend report, we provide a thorough overview of:
- Introduction of the Allgrey Fashion Trend: assessing key characteristics and data of this China fashion trend.
- Demographics: understanding the key regions and age groups engaging with this style.
- Origin and Promotion: how it became a trend.
- Sentiment Analysis: what consumers praise about Allgrey and why it has been widely adopted by the average consumer.
- Social Marketing: the role of influencers and brands in promoting this trend.
- E-Commerce Impact: how brands are leveraging the hype on Tmall.
- Future Prospects: how is Allgrey faring as we enter spring season, and what’s next in China’s ever-evolving fashion?
The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.
Remember the red-brown tones of Maillard style that “sizzled” Chinese fashionistas in fall of 2023? As Maillard’s popularity faded and winter’s chills sniffed in, the calm and neutral shades of grey became the new “it color” on Chinese social media such as Red and Douyin.
Using grey tones as the primary base color of an outfit, Allgrey refers to layering of items in grey shades to create a simple yet elegant ensemble.
The Allgrey China fashion trend primarily appeals to the younger audience, especially those between 18-24 years old, who form the largest demographic group, closely followed by the 25-34 age bracket.
Interestingly, despite its association with elegance, only 3% of the Allgrey enthusiasts belong to the 35-44 year age group. This could potentially be attributed to the novelty of the Allgrey style, which might not have yet resonated with the more mature demographic.
Additionally, it’s notable that audiences from Guangdong are leading this trend, surpassing those from traditionally fashion-forward provinces like Shanghai. This shift highlights Guangdong’s emerging significance in shaping contemporary fashion trends.
Allgrey was initially known by generic terms such as “grey color scheme fashion” (灰色系) and “classy grey fashion” (高级灰) before Red platform launched an official #Allgrey campaign, catapulting the Allgrey concept into the limelight.
In addition, Red invited influencers and celebrities to host themed livestreams, further popularizing the trend. This strategic social media push demonstrates the power of digital platforms in shaping fashion trends in China.
The pursuit of an affluent and refined appearance has been a long-standing and growing desire among Chinese consumers. This trend has spurred the popularity of search terms such as “sophisticated fashion” (高级感穿搭) and “Old Money style” (老钱风).
Enter the Allgrey trend, the latest embodiment of quiet luxury in China’s fashion domain. This trend captivates with its minimalist charm and understated luxury, appealing to those who favor sophistication without ostentation. Influencers and fashion enthusiasts laud its intellectual and old-money aesthetic, highlighting its slimming effect and effortless style. This monochromatic movement represents a growing preference towards simplicity and quality in fashion.
Since Allgrey is a color-centric style, it is formulaic and relatively simple to replicate for the average consumer. An “Allgrey look” can be achieved either by donning entirely grey items, or mixing grey essentials with an accent color such as blue or red.
With this layering technique, consumers yearning to look fashionable in the winter can stay warm, and the style is also versatile for commute and casual scenarios.
The ease of implementation, combined with its warmth, versatility, and inherent elegance and minimalism, serves as the cornerstone of the Allgrey style’s widespread adoption among fashion enthusiasts.
The concept of Allgrey, while not widely popular by its specific name in Western circles, has seen the color grey take center stage in the Fall/Winter 2023 fashion scene. Prestigious luxury labels like Miu Miu, Prada, Max Mara, along with designer brands such as The Garment, frequently emerge in conversations about Allgrey on Chinese social platforms.
Influencers are leveraging the prevalence of grey pieces in these runway shows to reinforce the legitimacy and influence of the Allgrey trend within the global fashion landscape.
Miu Miu stands out as one of the most frequently mentioned brands in discussions about the Allgrey trend, thanks to its compatibility with the trend and the burgeoning popularity of #MiuMiuStyle. However, not all outfits categorized under Miu style are from brand Miu Miu. Consumers are also turning to mass market alternatives from COS and Zara to achieve the look.
In the lead-up to the Chinese New Year, the Allgrey trend took a festive turn, with influencers showcasing their stylish Allgrey ensembles paired with vibrant red accessories like socks, bags, and gloves, symbolizing auspiciousness and fashion-forward thinking.
This thematic adaptation stirred considerable buzz, generating 106,300 engagements on Red and amassing views exceeding 41 million on Douyin.
Apparel brand GANNI tapped into the trend by promoting their CNY festive collection in Allgrey styling through a blend of branded content and influencer collaborations. This positioned their Chinese New Year drops as both trendy and culturally relevant.
The hashtag #KoreanVibeAllgreyBoys emerged as the leading topic within the Allgrey trend on Douyin, ,accumulating over 95 million views in total.
The popularity of Allgrey on social media has been equally relevant in e-commerce, with searches for the keyword “allgrey” experiencing a remarkable 274% increase on Tmall during January.
Recognizing this trend, brands like Nike, Mardi Mercredi, and Arket have promptly incorporated the keyword into their product listing titles to harness the search traffic.
What’s the outlook for Allgrey? What will be the next big trend in 2024?
As we transition into spring, the Allgrey fashion trend’s stronghold on China’s fashion scene is showing signs of retreat, with mentions on the social media platform Red plummeting by 66% in February. This suggests that Allgrey may have been a temporary craze, likely to be dethroned by the next emerging fashion style.
Social media platforms like Red and Douyin are at the forefront of inventing new trends, turning viral moments into commercial triumphs through savvy live streaming strategies that drive sales.
Looking ahead, 2024 is expected to bring about fresh, color-based themes, following the success of Dopamine, Maillard and Allgrey in 2023. The secret sauce for any social media-inspired fashion trend to achieve virality seems to rest on its ease of adoption and replication, with straightforward, easily emulated styles gaining traction most swiftly.
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