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?