In 2018, the internet in China was awash with images of people falling over with an array of luxury items around them in an explicit show of their wealth. Seen against the backdrop of the nation’s ongoing anti-corruption campaign, what can this social media trend tell us about attitudes to wealth?

Chinese blogger Hao Yu, has accused Estée Lauder of deliberately misleading shoppers with claims that their products can heal burn scars. Yu claims that global brands are not treating Chinese consumers with the same respect as they show Western shoppers, and this risks alienating them.

French fashion house Christian Dior has become the first luxury brand in China to take advantage of WeChat's live streaming function, as it attempts to leverage social shopping – which is popular among the nation's young – on a platform that has one billion monthly active users.

With Chinese Gen Yers and Zers inheriting considerable wealth from a rapidly expanding middle class, luxury fashion consumption is increasingly driven by streetwear instead of catwalks. Yet while global brands remain highly valued, why are young shoppers investing in local labels?