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2023-06-05 102048
Clean Fit -- The A/W 24/25 Design Development
Welcome to the “cleanfit” era. An antidote to utility-wear styles, cleanfit, or “clean” fashion entails a logo-free, immaculate aesthetic. Minimalism is at its core, and a sense of simplicity is its theme. It can be seen as an extension of the “clean girl aesthetic,” the Gen Z TikTok trope of someone who eats well, works out, and always has glowing dewy skin, but wears minimal make-up. The #cleanfit hashtag on Xiaohongshu has supplanted #gorpcore; the former has amassed 87.9 million views on the platform, and 2.93 million views on Weibo, while the latter has generated 36 million views on Xiaohongshu.
