EASTERN PROMISE: CHINA’S RISING TALENTS

WeAr PRESENTS SIX OF THE MOST IMPORTANT BRANDS ADORED AND EMBRACED BY CHINA’S YOUTH MARKET

REPORT

Chinese Millennial and Gen Z fashion consumers stem from a generation of social media lovers, favoring street fashion and limited-edition drops over conventional trends. “Their sense of fashion is influenced by what they experience via music, videos, and content across social channels and from influencers or peers,” Senior Strategist Dragon Zhang of Shanghai-based creative agency TOMORROW tells WeAr. Creativity and exclusivity are a priority for this particular group of shoppers. So, who will China’s youth be wearing in 2021?