Trend, Culture & Brand Weekly: From “Virgin Hair” and China Chic to the Haven for Building the Next It Brands

During the past week, China celebrated the combined Mid-Autumn Festival and National Day holidays, a rare pause that gave me time to reflect on what has been unfolding across trend, culture, and brand. Here are some highlights and thoughts from this week’s observations.

1. Why was the backlash over “Virgin Hair” by Schwarzkopf not merely a translation error, but rooted in cultural ignorance?

Recap: It began when a consumer posted a photo of a Schwarzkopf perm set whose English phrase “virgin hair (not chemically treated)” was literally translated into Chinese as “female virgin (处女)” instead of the more neutral “original (原生)”. The wording triggered massive controversy on social media, amassing millions of views and ultimately forcing Schwarzkopf to issue an apology on Weibo on September 11.

The brand explained that it was a mistranslation that “failed to accurately convey the original meaning.” But the root cause goes much deeper than language. The backlash revealed that this century-old brand had lost touch with the zeitgeist of modern China, or simply put, it was culturally insensitive. I look at this incident from both cultural and trend perspectives.

Credit: Thanh Duc PHAN on Unsplash

From the cultural perspective:

When “virgin” is literally translated as “female virgin” in Chinese and used in communication without second thought, it becomes a suicidal act for any brand.

Culturally, “female virgin” or “virginity” was used as a key criterion to judge women’s virtue in China’s feudal society for thousands of years. As the country evolved into a modern society, the word and all the associations behind it became outdated, even absurd, in the eyes of most Chinese people. Today, it is even despised by Chinese women as a collective, because generations of women were judged, trapped, and repressed by a male-dominated culture that valued virginity so highly.

No wonder female consumers were deeply offended, not because of hurt feelings, but because of the ignorance it showed toward the social progress and collective effort Chinese women have made over the past century.

From the trend perspective:

Feminism is a growing force in China. The financial, social, and cultural status of Chinese women has improved significantly over recent decades, giving rise to the so-called she-economy, which has become a key driver of China’s overall growth.

Today’s Chinese women no longer want to be diminished or confined by values defined by men. They are reclaiming agency and rewriting rules that have existed for thousands of years.

That is why translating “virgin hair” into “female virgin” triggered such strong reactions; it offended an awakening generation of women. It also reflected the danger of a heritage brand being so blind to the cultural and societal context of the market it depends on.

In short, the incident sounded an alarm for Schwarzkopf. If it wants to survive another century, the brand must awaken to the cultural and societal trends it breathes every day. Without that sensitivity, even a long heritage cannot guarantee longevity.

2. What is the “New China Chic”? What does it signal about shifting consumer behavior and fashion mindset?

“China Chic” is not a new concept, but it has taken on renewed meaning. According to Baiguan, the premium designer bag brand Songmont perfectly embodies this shift. Unlike the earlier China Chic 1.0, which often drew too literally from traditional motifs, sometimes making people look as if they were dressed like their grandmothers, the new China Chic blends traditional cultural elements with modern design in a way that feels elegant, effortless, and contemporary.

Besides Songmont, another rising name, Edition, is also drawing attention.

Credit: Edition

On September 28, Edition celebrated its 15th anniversary with an event titled “Her Edition” at 52 Yongfu Road in Shanghai. French actress Sophie Marceau, along with Chinese stars Gao Yuanyuan and Dong Jie, appeared on stage, radiating effortless confidence and elegance. At first glance, Edition could easily be mistaken for a European brand, given its minimalist aesthetic and understated design, but it is, in fact, a Shanghai-based local label.

More and more Chinese brands like Songmont and Edition are redefining New China Chic, combining Eastern heritage with modern sensibility, inspired by global trends, and resonating with a worldwide audience. With high-quality, refined design and competitive pricing, they are successfully shifting the focus from logo-driven consumption to a more cultured and emotionally grounded form of shopping.

This change in mindset is also echoed by the Bluebell Group’s 2025 Asia Lifestyle Consumer Profile, which reports that 86% of Chinese consumers, 83% in Southeast Asia, and 70% in Hong Kong are now interested in Asian luxury brands. This points to a growing fatigue toward traditional Western luxury and a desire for freshness, authenticity, and emotional relevance.

Brand heritage is no longer the top priority. It is being replaced by a taste for affordable sophistication, a blend of authenticity, subtlety, and cultural connection. Whether this shift will last and redefine the future of fashion consumption in China and the wider Asia-Pacific remains to be seen, but it’s certainly a movement worth watching closely.

3. Will Xiaohongshu become the haven where edgy and indie brands truly invest in brand building?

It’s well known that Xiaohongshu is emerging as China’s next search engine, replacing Baidu (often called “the Chinese Google”). But what’s less recognized is that it’s also becoming the next Dianping, where urbanites go to discover places to eat, drink, and play.

Along some of Shanghai’s most charming yet quiet streets, like Taiyuan Road and Wuyuan Road in the Former French Concession, the founders and curators of edgy and indie boutiques are moving away from Dianping. Instead, they now focus exclusively on their digital presence on Xiaohongshu.

When you visit their shops, they no longer tell you to check them out on Dianping; instead, they warmly invite you to follow their Xiaohongshu account.

There are a few reasons why:

First, Xiaohongshu has become the No.1 go-to source for lifestyle inspiration, surpassing both Baidu and Dianping. It’s also the best platform for showcasing the lifestyle a brand wants to represent.

Second, Xiaohongshu is built on high-quality, image-driven posts, an ideal format for storytelling and brand narrative. It allows brands to build their image and attract the right audience.

Last but not least, compared with WeChat or Douyin, Xiaohongshu is arguably the most “quiet” platform, one that discourages “loud selling” and instead focuses on creating experiences rather than transactions.

In a world full of noise, where attention has become the new currency, indie and edgy brands with ambitions to become the next “It” names are becoming more conscious of finding a place to focus on brand building. Perhaps slow is the new fast. For now, Xiaohongshu has become the vessel that nurtures them.

Credit: Xiaohongshu