Home

China

World

Politics

Business

Sci-Tech

Health

Opinions

Video

Live

Radio

World Asia-Pacific Middle East Europe Americas Africa

By continuing to browse our site you agree to our use of cookies, revised Privacy Policy and Terms of Use. You can change your cookie settings through your browser.

I agree

For China’s Gen Z, fashion is becoming less about status and more about self-expression.

At China International Import Expo (CIIE) 2026, CGTN digital reporter Yu Qiuyuan spoke with Coach China’s CEO about what sets this generation apart.

Compared with millennials and earlier generations, young Chinese consumers have a clearer sense of what they want and why they want it. Rather than buying luxury brands for the status they represent, they’re increasingly drawn to pieces that reflect their personalities, values and personal stories.

So, is the next big luxury trend less about what you own and more about what it says about you?

01:38

CHINA NEWS

Keep up to date with all the top trends, insights and developments from China.

Open in CGTN APP for better experience

Search Trends

Coach CEO: How does China's Gen Z define personal style?