Bosie is China's pioneering genderless fashion brand, removing gender labels from clothing and marketing boldly to Gen Z with inclusive, colourful campaigns across Douyin and Xiaohongshu.
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See all ads on AdLibrary →Bosie is a Beijing-based fashion brand founded in 2018 by Liu Guangyue, pioneering genderless clothing in China. The brand removes gender labels from all products and markets exclusively to Gen Z with playful, colourful campaigns on Douyin and Xiaohongshu. It raised significant venture funding and expanded to over 100 offline stores.
Bosie's advertising makes gender-freedom its central message. Campaigns show diverse young people wearing the same garments regardless of gender expression, with bold colour stories and playful styling that signals creative freedom. The brand's visual language is deliberately unconventional in a Chinese fashion landscape still dominated by gender-coded marketing. View Bosie ads on AdLibrary.
Bosie's primary channels are domestic Chinese platforms — Douyin, Xiaohongshu, Tmall, and WeChat. International Instagram presence is organic; the brand has not made a significant international paid media investment as of 2024.
Creative themes focus on youth freedom, colour expression, and identity liberation. No gender pronouns appear in garment descriptions. Copy leans into 'wear what you feel' narratives. Bold graphic prints and oversized silhouettes are hero visual elements. Campaigns often feature diverse casting and playful set design that signals irreverence and inclusivity simultaneously.
Bosie shows that a values-first brand positioning — not just a product positioning — can create genuine brand loyalty among Gen Z. By making genderless fashion a mission rather than a SKU feature, they attract customers who want to buy into the identity, not just the garment. For fashion marketers targeting Gen Z, values coherence across every brand touchpoint (including the absence of gender labels) matters more than individual campaign messaging.
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