May 30, 2019 | By Louise Squire
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In recent years the global fascination with youth has unquestionably had an impact on menswear and womenswear creating a more approachable and youthful attitude to how we dress. Undoubtedly this has been inspiring for Chinese consumers who closely watch international trends, it’s given them the green light to not be so serious, to embrace being young at heart. China’s fashion focus has shifted from luxury/ smart casuals to the chase for cooler, younger streetwear inspired fashion. Youth is now fashion, fashion is youth.
What began in 2005 as a youth magazine covering fashion, music and celebrity influencers, YOHO! has now become China’s need-to-know resource for what’s trending for young adults. As the country’s youth scene has grown, the magazine has evolved into an e-commerce platform YOHO! Buy and lifestyle app Mars. Additionally, each year YOHO! organises a star studded yearly B2C trade show Yo’hood and also serves as a collaborator for brand events.
As the go to platform for Chinese youth you can check out the company’s website here which is split into:
YOHO! Buy (e-commerce)
YOHO! Boy (young mens magazine)
YOHO! Girl (young womens magazine)
Show (a photo sharing app featuring shopable tags)
Yo’hood (B2C tradeshow)
For a more visually familiar experience hit up the company’s Instagram accounts:
This is definitely a site to bookmark and have on your radar in 2017.
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