The explosion of iQiyi’s new show “The Rap of China” onto the consciousness of Chinese millennials coincides with attempts by international streetwear brands to further tap into that China high-end streetstyle market. Yiling Pan reports for Jing Daily.
Chinese rapper competition program “The Rap of China” has been quite the controversy stirrer-upper as of late. Accused by netizens of blatantly copying South Korea’s “Show Me The Money”, from logo to rules and concept, it was revealed that “The Rap of China” did not officially purchase the copyrights. However, at Temper Magazine, we let that one slide and solely focus on the stylistic visuals — clothing wise. A hiphop styled craze has been sparked across the streets of China’s first-tier cities.
“Each time iQiyi releases a new episode, it soon becomes one of the trending topics on social media platform Weibo, sparking heated debate among internet users over everything from the participants’ rapping skills to their sartorial taste.” Yiling Pan reports for Jing Daily
Temper Magazine’s Trending segment casts a net upon all that is throwing tantrums within the world of China Fashion across a variety of global sources. This very necessary segment makes for a collection of largely non-Temper Magazine-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment.
This time around, we take a look at the latest fad rising on the streets of China’s major cities: Hip hop fashion and streetwear culture. Though popular in the West, these trends have never gone mainstream in China. Nevertheless, this may be changing owing to a popular online reality show and rap competition called “The Rap of China”, which features four celebrity producers tasked with training and guiding a rotating cast of young competing rappers. Courtesy of Yiling Pan for Jing Daily.
The Show That Inspires Chinese Streetwear Talk
The first episode of the show, which is produced by China’s largest online video platform iQiyi, launched on June 24, drawing over 100 million viewers within the first four hours, according to local Chinese media. The average viewership of each episode is currently around 200 million.
One direct result of this wildly popular show is that a series of high-end streetwear brands, including Off-White, Vetements, Supreme and Raf Simons, have become household names among China’s millennials.
Every time iQiyi releases a new episode, it soon becomes one of the trending topics on social media platform Weibo, sparking heated debate among internet users over everything from the participants’ rapping skills to their sartorial taste.
The Kris Wu Effect
Kris Wu, one of China’s most celebrated singers and actors, who has also become a fashion icon and a highly sought-after luxury brand ambassador, is one of the show’s four judges along with American-Taiwanese singer and songwriter Wilber Pan, and Taiwanese singers Chang Chen-yue and MC HotDog. But it’s Wu who is likely responsible for the show’s massive following.
Each of the judges select the winners of the competition and become their producers.
In addition to the contestants, many of whom have gone on to sign much-coveted record deals, fashion labels also got a surprise bump from this show.
In the first episode, Wu made his debut on the show wearing a box logo tee by the New York-based skateboarding shop and streetwear brand Supreme. Supreme is already a very well known streetwear label among Chinese hip hop fans thanks to some Hong Kong-based fashion icons like Edison Chen and Shawn Yue who constantly show their appreciation for it.
Supreme X Louis Vuitton Brought Luxury and Streetwear to the Masses
The appeal of Supreme to a wider base of consumers was broadened through the brand’s recent collaboration with French luxury label Louis Vuitton. In early July, Louis Vuitton opened a pop-up store at a gallery in the trendy 798 Art Zone in Beijing to sell items that the two brands created in collaboration like hoodies, key pouches and the classic LV Keepall emblazoned with logos of both brands. The event attracted hundreds and thousands of Chinese customers.
However, Wu’s massive popularity towards female consumers has further aroused curiosity in Supreme. Responding to the demand, many fashion bloggers and domestic media have taken a deeper look at the brand, expanding its reach beyond hip hop circles.
Off-White, the Milan-based label pioneered by Virgil Abloh, is another luxury streetwear brand to have benefited from the show. Many high-profile contestants chose to wear Off-White’s hoodies, pants and hats while performing. Its signature black-and-white striped pattern and textual adornments immediately left an impression on Chinese audiences.
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This trending topic was written by Yiling Pan for Jing Daily 2017 All rights reserved
Images: Courtesy of iQiyi and Jing Daily.
Yiling (Sienna) Pan is a Luxury Business and Fashion Reporter at Jing Daily. She revels in the challenge of working in a fast-paced environment and presenting Chinese consumer trends to Western readers. Her coverage of the Chinese luxury industry combines a native perspective with her background in finance. Yiling is an alumnus of Thomson Reuters News Agency in Shanghai and she holds a Master’s degree in Public Administration from Columbia University. @SiennaPan
Temper Magazine does not own any of the above content. All featured content belongs to Yiling Pan for Jing Daily 2017. All rights reserved.
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