An increasing number of young women in China are buying and wearing men’s clothing [1, 2].
This shift reflects a broader change in consumer priorities among young Chinese women, moving away from traditional gendered fashion norms toward utilitarian value. The trend highlights a growing dissatisfaction with the pricing and construction of women's apparel.
Women are opting for menswear because the clothing is perceived as higher quality than options designed for women [1, 2]. This preference is not only based on durability but also on the physical feel and fit of the garments. Many find that men's clothing provides a level of comfort that women's lines lack [1, 2].
Cost is another primary driver for this behavioral change. Consumers said that men's clothing is often cheaper than women's clothing [1, 2]. By choosing menswear, young women can acquire similar or better garments while spending less money.
The trend gained visibility during 2023 and 2024 [1, 2]. While fashion has long seen elements of cross-gender dressing, this specific movement in China is tied to the practical advantages of the men's market—specifically the intersection of affordability and quality [1, 2].
Retailers and designers in the region are seeing this shift as women prioritize function over the aesthetic expectations typically associated with feminine attire [1, 2]. The movement suggests a rejection of the "pink tax," where products marketed to women are priced higher despite having similar or inferior specifications to those marketed to men.
“Men’s clothing is perceived as higher quality, cheaper, and more comfortable than women’s clothing.”
This trend indicates a shift toward gender-neutral consumption driven by economic pragmatism rather than purely aesthetic or political statements. By bypassing women's lines to avoid higher costs and lower quality, these consumers are effectively challenging the traditional retail segmentation of the Chinese garment industry.
