China chic dominates graduation ceremonies

Wearing baccalaureate gowns adorned with traditional Chinese-style decorations is all the rage for Chinese and foreign graduates this year. The popularity of traditional Chinese attire is continuing to grow and such a trend has fueled the growth of online retailers.

In late May, the College of Media and International Culture of Zhejiang University held its graduation ceremony. The event was filled with domestic and foreign students wearing traditional Chinese-style outfits and decorations such as horse-faced skirts, or mid-length skirts with a distinct pleated design.

During the graduation gala, some foreign students wore hanfu costumes, traditional Chinese clothing of the Han ethnic group, and put on singing and dancing performances.

Other designs that students have worn for graduation photo shoots included floral hairpins, and yunjian — a traditional decoration that sits over the shoulders. As a result, a large number of online stores have launched traditional Chinese outfits or decorations such as yunjian ahead of graduation season.

"Clothing, as an indispensable part of people's daily life, has long surpassed their basic functions and become an important carrier for consumers to showcase their personality and express their preferences," said Lou Lei, executive director of consultancy Frost & Sullivan China.

"With the revival of traditional Chinese culture in recent years, consumer demand for clothing with local characteristics and cultural heritage is growing, and sales of such clothing have embraced healthy growth," Lou said.

An Xinran, a foreign student from Australia, said she likes traditional Chinese-style clothing in her daily life. She regularly posts photos of herself wearing hanfu and qipao online.

Some other Chinese students bought academic caps and flowers online, and made academic hats decorated with flowers by themselves. They also posted videos of the construction process online and such videos have become a hit.

"I started to make preparations a long time in advance for the graduation photo shoot in traditional Chinese outfits, and I bought yunjian online to match the baccalaureate gown. The photos turned out to be excellent and such special outfits added a sense of ritual to the graduation," said Yang Nan, a Chinese graduate.