BY JAY AQUINO

JANUARY 18, 2025

What does it mean to be a fashion influencer today? Not long ago, the fashion industry was tightly controlled by a small group of elite figures who decided who got access to the runway, the glossy magazines, and the coveted brand partnerships. But as the internet grew, so did the power of the everyday creator — from bloggers to Instagrammers, YouTubers, and TikTok stars. But now, the game is shifting — and Xiaohongshu (aka Red Note, China’s answer to TikTok) influencers is the new player rising fast.

Xiaohongshu has become a sanctuary for creators who, facing the potential shutdown of TikTok in the U.S., have migrated to this social media juggernaut. With over 300 million active users and climbing, Xiaohongshu is now the most downloaded app in the United States as of Tuesday (14/1/2025). And as the fashion world prepares to adapt to a shifting digital landscape, it’s clear that the social media playbook is undergoing a major rewrite. Who gets invited to the front row? Who’s tapped for collaborations?

Luxury fashion houses have long partnered with influencers on TikTok, from viral creators like Charli D’Amelio, Addison Rae and Elevator Boys (who is now a rising boy band) just to name a few.  However, should TikTok face a ban in the U.S., influencers who’ve built their careers in this app could lose a major chunk of their audience. As fashion and luxury brands look to maximize their marketing dollars, they’ll increasingly seek out influencers who offer both reach and authenticity — and Xiaohongshu is proving to be the ideal platform.

IMAGE SOURCE: 波浪～

Xiaohongshu’s men’s fashion influencers are ready to play, offering a fresh wave of talent and authenticity that the fashion world is increasingly embracing. These influencers are deeply immersed in the world of men’s fashion. While traditional sharp suits and minimalist looks remain staples, there is a growing number of fashionistos embracing bolder, experimental styles. Some influencers even wear high-fashion pieces, such as Chanel jackets or Kelly bags, challenging conventional boundaries of gendered fashion. They aren’t just "models" showcasing the latest trends; they are genuine, knowledgeable fashion enthusiasts who can articulate what they’re wearing, why it matters, and how it fits into the luxury ecosystem. This stands in stark contrast to their Western counterparts, who often rely on flashy antics, like finger snaps or exaggerated gestures, to "transform" their looks.

Their relevance is further amplified by their deep understanding of the Chinese market, a key consideration for luxury and fashion brands given China’s status as one of the largest luxury markets globally. The growing influence of these creators on Xiaohongshu is undeniable, with an increasing number of Americans joining the app daily, further strengthening their impact.

What makes these influencers highly sought after by brands is their authentic connection to the luxury market. Their lifestyle and content speak directly to high-end consumers, offering brands a more reliable and intuitive partnership compared to the trial-and-error approach often required with influencers in other regions. Xiaohongshu influencers are not only significant consumers themselves but also wield considerable influence over their followers and inner circles. In addition, their ability to craft original, insightful content fosters trust with their audience— an invaluable quality in today’s discerning consumer landscape.

Consumers today demand more than just flashy promotions from influencers. They want more than just flashy endorsements of products that influencers don’t seem passionate about. They’re looking for something real, something rooted in genuine taste and insight. And Xiaohongshu influencers get this. Their content is refreshingly straightforward, without the gimmicks that dominate Western platforms. The feedback they receive is thoughtful — followers ask for specifics about an outfit, inquiring about fit, fabric, and styling tips. This level of engagement is a goldmine for fashion and luxury houses, as it provides clear signals of future purchasing intent.

IMAGE SOURE: 威毅_weiyi

The impact of Chinese influencers on driving sales is already well established. A prime example is Givenchy's 2019 collaboration with renowned handbag blogger Mr. Bags (Tao Liang), which saw a limited-edition pink Mini Horizon purse sell out in just 12 minutes. In a similar vein, Milan-based Palm Angels launched a successful 2021 collaboration with Team Wang, the streetwear brand created by Hong Kong designer Jackson Wang. The collection, featuring unisex pieces like track jackets and sweatshirts, highlighted the increasing influence of Chinese influencers in shaping fashion trends and driving sales.

As more people join Xiaohongshu, the platform could potentially go toe to toe with Instagram and could potentially become a new central hub for fashion and luxury marketing. Whether you're a brand or a consumer, the influencers on this app are shaping the future of fashion in exciting new ways.