A fashion show held in Tibet by Arc’teryx blended technical outdoor styles with traditional prints and beading, appealing to changing luxury tastes in China. HNWIs in the country are increasingly interested in heritage, rustic travel, and localism, creating fresh opportunities for brands.

Puma has launched a collection that merges Chinese heritage with sports in an attempt to appeal to Gen Z. As brand personality becomes increasingly important in the market, brands are exploring specific cultural and local niches – though authentic representation is essential.

Canada Goose, a brand known for its luxury winter apparel, has amassed a sizeable fanbase in China by navigating the tricky domestic market and consumer expectations. As Chinese shoppers are increasingly seeking brands that subtly communicate status, can functional luxury meet this desire?

With our modern lives undergoing a period of rewilding, our vision of tech futures is in flux. Canvas8 spoke to digital pioneer, academic, and author Sue Thomas about how brands can use technology to leverage humanity’s affinity for nature and merge the digital with the great outdoors.