In October 2025, the global fashion scene witnessed an unexpected controversy that mixed luxury with local nostalgia. Sportswear giant Adidas partnered with a British luxury department store to release a collaborative women’s jacket. Their intention was clear — to turn “rustic” into “refined.” Yet, what followed was a cultural storm.
From Fashion Statement to “Grandma’s Floral Jacket”
The design features a bright red base covered in blue and white floral prints. According to Adidas, it’s part of a vintage-inspired floral collection. But for many Chinese netizens, the pattern looked strikingly familiar. It resembled the iconic “Northeast floral coat” (东北大花袄) — a traditional padded jacket common in China’s northeast region.
For generations, this bold floral style symbolized warmth, resilience, and local heritage. However, when international fashion brands turn it into a high-priced trend, the emotional connection transforms into something far more complicated.
A $170 “Grandma-Style” Jacket Sparks Public Outcry
The real shock wasn’t the design — it was the price tag. After discounts, the Adidas floral jacket sold for around 1,228 RMB (about $170). Netizens immediately reacted with outrage and humor.
“Adidas has finally set its sights on grandma’s retirement money!” one user joked. Another quipped, “My grandma’s coat costs 50 yuan — why should I pay over a thousand for the same thing?”
While some defended the “cultural creativity,” others accused the brand of turning nostalgia into a marketing trap. When the warmth of everyday life becomes a luxury trend, people start to ask: Who truly owns the culture being sold back to them?
Cultural Appreciation or Cultural Exploitation?
At first glance, Adidas seems to celebrate cultural exchange by bringing traditional Chinese elements into global fashion. But many argue that this is not appreciation — it’s appropriation.
Transforming a working-class symbol into a high-end statement raises uncomfortable questions. Is the brand honoring Chinese culture, or simply repackaging it for profit?
Critics note that such moves often erase the original cultural meaning. What was once a humble, heartfelt expression of identity becomes a commercialized token — detached from its roots and inflated in price.
Fashion, Culture, and Self-Awareness
When culture becomes a convenient money-making machine, its essence risks being hollowed out. Instead of blindly celebrating every “fusion design,” consumers need to stay aware of cultural authenticity.
True cultural confidence isn’t about buying into global trends — it’s about valuing what you already have. The humble floral jacket your grandmother wore through harsh winters carries more authenticity than any luxury tag could offer.
A Lesson Beyond the Price Tag
The Adidas floral jacket may fade from headlines soon, but the conversation it sparked shouldn’t. When global fashion meets local tradition, brands must handle cultural symbols with care — not as tools for marketing hype.
Because in the end, what’s at stake isn’t just 1,228 RMB. It’s the emotional connection people share with their past — a connection that shouldn’t be locked behind a price tag.
Can GoNest transport Adidas?
To ensure that your goods can pass through customs, we do not allow customers to transport a whole box of Adidas brand packages individually. One reason is due to copyright issues, and the other is that the customs might confiscate your package.
If you want to purchase an Adidas product from China as a gift for yourself, you need to transport it together with regular goods so that we can deliver the Adidas package to you.
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Since this is safe, please transport products of brands like Adidas in accordance with the instructions provided by our customer service.
