When we talk about women’s fashion in China, luxury labels often come to mind, with flashy logos and price tags that rival a month’s paycheck. But for most students and young adults, the real action is happening in a growing roster of wallet-friendly brands churning out trendy pieces at lightning speed. These stores sit in the fast fashion category, but with a distinctly Gen Z twist.
Shopping, after all, isn’t just about buying clothes anymore. It’s about the good vibes, snapping cute pics, and spending the afternoon in highly curated spaces that feel less like traditional retail and more like lifestyle destinations.
The Brandy Melville Effect
It’s impossible to introduce these brands without mentioning Brandy Melville. When the Italian label entered China in 2019, it quickly became a Gen Z favorite. Tags like “BM style” and “BM girls” went viral online, shorthand for a specific style of cropped tops, mini skirts, and the hot-girl-next-door aesthetic.
Following Brandy Melville’s success, a wave of domestic brands emerged offering similar styles at lower price points. Most items fall between 100 and 300 RMB ($14.3 and $43 USD), making them far more accessible to the younger crowd. However, much like Brandy Melville’s infamous “one size fits all” approach, these Chinese alternatives also tend to run very small, sparking conversations around unrealistic body standards.
Among the most popular BM-adjacent brands is BASEMENT FG, founded in 2022, shortened to BF. The brand leans heavily into American streetwear and vintage-inspired looks, with oversized hoodies, tight tops, and wide-legged pants taking the lineup. It’s trendy without trying too hard, in an effortlessly cool way.
Launched in 2023, W. MANAGEMENT (or WM) offers a slightly different flavor. While it carries similar items to BF, the overall vibe leans more “hot girl.” You can find lace details, candy-colored fabrics, and figure-hugging cuts, catering to shoppers looking for something a bit more feminine and bold.
Rounding out the trio is ONEMOMENT (or OM), founded in 2023. The brand sits somewhere between BF and WM, but with softer aesthetics, pastel tones, and cutesy prints. The overall effect is sweeter and more delicate, tapping into a romantic “sweet girl” aesthetic.
A Chinese Take on the Abercrombie Era
For anyone who remembers Abercrombie & Fitch in the 2000s, this will definitely sound familiar. The brand’s dark lighting, heavy fragrance, and shirtless male models turned shopping into a full sensory experience. Well, China has its own version of that formula.
Much like Brandy Melville, BF, WM, and OM are known for hiring young, tall, and conventionally attractive staff. The hiring process is so competitive that it feels more like auditioning for a modeling agency. That said, these employees are also paid better than the average retail staff, with full-time employees reportedly earning over 10,000 RMB ($1,429 USD) a month.
Shopping in China has moved beyond just selling apparel. Today, it’s more about selling experiences. BF, WM, and OM have evolved into what might best be described as lifestyle stores, where aesthetics and atmosphere are just as important as what’s on the hanger. Inside, you’ll find carefully designed backdrops and photo-ready corners intended for mini photoshoots. It’s not uncommon to see customers snapping selfies and documenting their visit for social media.
And what’s best, the attractive staff members are trained to deliver 情绪价值 (qíng xù jià zhí)—literally “emotional value.” The term has become increasingly popular in China’s consumer culture, reflecting a desire for validation, positive interactions, and being seen as more than just a money bag. At BF, WM, and OM, staff will happily take photos with customers, help style outfits, and shower shoppers with sincere compliments.
More Brands Worth Exploring
Beyond the Brandy-inspired ecosystem, several other affordable Chinese brands are also gaining traction.
Beerbro channels a vintage West Coast American aesthetic, with low-rise wide-leg jeans, cropped tops, sports jerseys, and a darker color palette dominated by muted tones. Prices range from 50 to 500 RMB ($7 to $72 USD), and the brand is often praised for offering strong quality relative to cost.
TOOOLAZY leans into the Y2K styles, mixed with touches of goth and Chinese yabi aesthetics. The brand embraces unisex fits and has grown enough visibility to be worn by celebrities like rapper Vinida and the K-pop group Ichillin’. Prices here also typically range from the tens to the hundreds.
ELF SACK, founded in 2006, is the oldest brand on the list. True to its name, the brand embraces a whimsical aesthetic, with bold colors and design that blends cottagecore elements with urban streetwear, anchored by an elf identity that embodies freedom, rebellion, and individuality.
Mangoway sits closer to the BM-adjacent brands but is often praised for better quality. Its designs range from cute to cool, with clean silhouettes and a subtle French garden vibe. Shoppers note that staff are trained to style complete outfits for customers, and the brand frequently hosts “One Day Manager” events.
What is a One Day Manager?
The concept originated in Japan and has gained traction in China in recent years. The idea is simple: a store invites a popular influencer or a celebrity to “work” the shop for a day. But they aren’t folding clothes or restocking shelves; they’re there to take photos, sign polaroids, and interact with fans.
Some stores require customers to purchase to participate, while others sell tickets, turning the event into something closer to a meet-and-greet hosted inside a trendy retail space. For brands, it’s an effective way to boost foot traffic. And for customers, it transforms shopping into a social event, maxing out on the emotional value.
For all of the above-mentioned brands, One Day Managers are a common occurrence. So, if you’re lucky, you might just catch your favorite celebrity in person.
As a heads up, most of these brands operate physical stores across China but don’t offer international shipping through standalone websites (with ELF SACK as an exception). For international shoppers, Taobao and AliExpress remain the best options to explore and purchase from these labels—happy hunting!
Cover image via Xiaohongshu.
