█ Zhang Yu first learned about sustainable fashion early this year, when she was studying for a master's degree in Hong Kong. On a Youtube video, she saw a blogger talking about a pair of Nike shoes. Part of the material for the shoes came from used plastic bottles. Seeing the shoes in person, she decided not to buy them. While they sounded cool, Zhang thought the design looked cheap.Sustainable fashion is still a relatively new concept in a Chinese society that has relentlessly embraced “the new”. It’s an uphill struggle to convince consumers that things like recycled materials might have premium value.VICKI LIANG FOR VOGUE.COMHowever, signs of change are emerging on social media, such as the Xiaohongshu platform, on which the number of "sustainable" related notes has approached 300,000. The platform has also seen an increase in video bloggers promoting sustainable lifest
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