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The following is an excerpt from an insightful report by Lefty.io and Jing Daily, “The Decision on China Men’s Fashion Week S/S 23.” Working with Gen Z talent and live streaming on Chinese social media, the report outlines best practices for communicating with Chinese consumers and ranks brands with the highest grossing media value. Download your free copy on our Reports page.
The menswear Spring/Summer 23 season was a highly anticipated event in the fashion world, with some of the biggest names in luxury descending on London, Florence, Milan and Paris. Hordes of industry professionals and fashion enthusiasts flocked to the show to see the latest collections and the personalities who attended the event. Some of the famous collections are from designers like Prada, Dior and Louis Vuitton. The season also saw many designers making their names on the international stage.
Unlike in previous seasons, the Shanghai runway presentations, which coincided with the brand’s runways in Milan and Paris, could not take place while the city was still reeling from the effects of the COVID-19 lockdowns. As a result, the Chinese luxury market has become unstable, with several luxury brand executives reportedly lowering their expectations of their Chinese market segments. Although high-end shopping malls in Shanghai delivered million-RMB transactions on the first day of business operations, the high turnover due to response costs did not last as long as the outbreak continued to change daily. However, China’s luxury market is still the second largest in the world. According to Bain & Company, China is expected to become the world’s largest luxury market by 2025.
The last stop on the menswear circuit, Paris Fashion Week hosts some of the world’s biggest names in luxury. Not only do they draw in a sea of industry professionals, but hordes of fashion enthusiasts want to see the personalities who attend the shows.
S/S23 was all about the show. The extravagant sets include Louis Vuitton’s giant race track, Dior’s rustic cottage and a live rodeo in Casablanca. Ami captured the essence of Parisian style in a show that showcased the return of Parisian style from Sacre-Coeur and celebrity models as the destination show King Jacques transported guests to the beautiful Arles Mountains. A number of runway trends were seen at Milan Fashion Week and continued on to Paris.
Gen Z’s continued talent is one of the main ones that has generated a lot of buzz on social media. Athletes have emerged outside of Gen Z as the new talent luxury brands focus on capturing a new type of consumer in China. Prada and Louis Vuitton served as prime examples of this trend.
Download a free copy of the report here.
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