From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

Ferragamo is finding new footing in China with its Lunar New Year collection. The apparel line blends traditional Chinese imagery with heritage Italian design to meet the growing market of younger spenders in China, especially those looking for more contemporary cultural connections.

A rapidly growing economy and close ties to traditional values have shaped Chinese Gen Zers' values when it comes to fashion. This generation is increasingly choosing sustainable clothing and is drawn to brands that incorporate cultural touchpoints within garment designs.

After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.