Thermal underwear is a fashion don't in China - or, at least it has been.

Fashionistas' frosty feelings toward the winter wear are thawing. And this shift has heated up as the country is frozen by the coldest winter in nearly three decades.

The hippest used to regard people who wear thermals, called qiuku in Chinese, as lame and corny. That's partly because the styles and colors are, well, boring.