In China, the decline of the pandemic has given way to techno glamour and heralds the return of cyberpunk aesthetics among the younger generations.
Let's see how brands are interested in the return of cyberpunk
aesthetics in China.
While the West, prey to a second wave of the Covid-19 epidemic, advocates a reasoned and minimalist consumption pulling on "cocooning", China seems to be moving in a totally opposite direction through the return of an aesthetic well known to Americans: cyberpunk.
"Originally a genre of science fiction born in the 1980s that described a futuristic and dystopian setting, the trend is becoming an aesthetic and a real lifestyle for China's Z generation," comments the Jing Daily. For this media specialized in the Chinese luxury industry and while the cyberpunk genre initially illustrated a certain rejection of capitalist and technocratic society, the trend is paradoxically a means of defending technology in China and is intended to reflect "an aesthetic of social progress".
Silver clothes with iridescent reflections, futuristic glasses and tinted dreadlocks, filters, gadgets and neon effect make-up... this aesthetic, which gives pride of place to technological glamour, appeals to young generations and fashion enthusiasts.
so this is Cyberpunk stage for Street Dance Of China. nice! 👌 pic.twitter.com/VPG8eBmpCH— hztttao (@noviaini) December 27, 2017
In the luxury, fashion and entertainment landscape, the trend is increasingly visible, as evidenced by the September cover of Harper's Bazaar China featuring Latin star Maluma in a setting worthy of the movie Blade Runner or the TV show "Street Dance of China" whose opening visuals and set design surf on the same aesthetic.
The same goes for beauty marketing, which sees cosmetics brands such as Olay showcasing expressionless mannequins with futuristic graphic effects.
An aesthetics at the crossroads between physical and virtual
"On social networks and under the hashtag #FuturisticCyberpunkFace, young people share makeup, hairstyles, photo filters and café addresses on the theme of cyberpunk in their cities," the media further comments.
The whole thing is reminiscent of the sanitized, high-tech style of some Instagram filters. The clothing style, with its emphasis on chrome effects and iridescent reflections, also echoes the virtual fashion trend that is currently booming on social networks and among 3D designers.
It remains to be seen whether the decline of the pandemic in the West will give rise to such a particular aesthetic. According to recent collections by designers such as Marine Serre, it is not impossible that post-apocalyptic aesthetics will gain ground in the future.