This week's newsletter: Everything I know about those compilation videos sourced from Douyin, China's TikTok, that everyone's going crazy for.
And to answer my friend Marie’s question simply: It is kind of a coordinated stunt for the fashion industry.
“It’s used by brands as a method of advertisement. I believe it’s a more ‘relatable’ way of advertising clothes,” she added. Photographers are posting them directly, which, just like the influencer industry in the US, helps to build their own accounts and followings online. “I think it’s very refreshing for people to get this new insight into Chinese street fashion. I hope that through these videos, people are more excited to learn about China,” she said. “I think these videos are going so viral now because people living outside of China may have never imagined that Chinese people are so invested in fashion.”
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