Why Grossleisure Is the New Vibe

‘Gross outfits’ at work are hugely popular on Xiaohongshu, a Chinese app similar to Instagram.

Is this ‘Grossleisure’ vibe here to stay and could it’s popularity in The Red Dragon be the start of a global trend?

Let’s dig into where this came from and why it matters…

Rejection of Workplace Norms

It’s not only the traditional working hours that aren’t cutting it with younger people; it’s also the typically expected outfits. And it’s not simply a blurring of the lines between ‘smart’ and ‘casual’ attire. It’s a brazen rejection of what other generations have worn by rocking up to the office in what their parents would only wear in the privacy of their own home.

As The New York Times says (paywall): “… young workers in China proudly post pictures of themselves showing up at the office in onesies, sweatpants and sandals with socks. The just-rolled-out-of-bed look was shockingly casual…”

Embracing Fluffy Pyjama Life

It’s not just about rejection of the past that was all about ambition and improving on the financial success of the previous generation. It’s welcoming a new state of mind. To quote a different article, also in The New York Times:

“Young people in China have set off a nascent counterculture movement that involves lying down and doing as little as possible.”

The trend was popularised in 2021 when a man wrote about how he had embraced a minimalist lifestyle, which then went viral:

“Lying flat is a state of mind - that is, I feel that many things are not worthy of my attention and energy.”

Where the Trend is Headed

The majority of engagement with the original post that set off the ‘Grossleisure’ trend came from women, largely because they are generally set to a higher standard for office wear compared to their male colleagues.

And while dressing less formally isn’t new in the post-pandemic era of video calls where colleagues only see half your outfit, this feels like it’s a more extreme twist towards ridiculously casual style, started by women in China.

Why does this matter for marketers?

If this is reflective of a shift in culture, it means that it needs to be reflected in the content marketers create, especially for audiences that skew Chinese, female and Gen Z.