A yardang, its name derived from a Turkic word meaning “steep bank,” is a wind-eroded landform with elongated ridges. Found in northwest China in areas like the Gobi Desert and Qaidam Basin, these geographic features are formed by strong winds shaping softer rocks. But now, Yardangs have, perhaps surprisingly, become a buzzword on Chinese social media, describing the latest fashion trend.

Recently, Douyin fashion influencer 白昼小熊 Daylight Bear posted a video with the hashtag 雅丹风 (yǎdān fēng, Yardang Style). This trend features earthy color palettes such as dark brown and red, evoking a fashion sense reminiscent of what people living in a desert environment might wear.

Known for pioneering the “Dopamine Dressing” trend, Daylight Bear is now leading her more than 10 million followers towards Yardangs. Other fashion bloggers and celebrities have jumped on this trend, while Tourism Bureaus in northwest China are shooting promotional videos that showcase Yardang Style on location at real Yardangs.

Yardang Style draws inspiration from the landform’s earthy tones, with brown and red as the main colors. Much like the Maillard Style trend which blew up in 2023, these shades are suitable for fall and winter. That style took its inspiration from Maillard reaction, the browning process that occurs when proteins and sugars are cooked.

Beyond brown and red, Yardang Style outfits also feature related color tones such as caramel, khaki, dark brown, tan, and orange. On major fashion runways, Yardang-inspired designs feature clean, sharp cuts and oversized silhouettes. Makeup is also a key element, typically in shades of brown, leading to a style called “vivid brown.”

Since its inspiration comes from desert landscapes, some netizens have compared Yardang Style to the aesthetic of the movie Dune. Reflecting the strength of Dune’s female characters, many fans of Yardang Style are seek to channel their ideal image of a strong 地母 (dì mǔ, Earth Mother) figure, hoping to project a sense of power through their outfits.

Time will tell if the Yardang Style will break through into the mainstream, as its potential to captivate a wider audience remains to be seen. Yet it’s certainly interesting that influencers who are creating fashion trends tend to link the style with female empowerment.

Banner image via Xiaohongshu.