Toeing the line between hype-fatigue and drop culture, art collective and creative agency MSCHF is tapping Gen Zers with whimsical offerings – and appealing to their fauxstalgia via SMS-based notifications. With limited stock and quirky comms, the brand is winning fans who value authenticity.

Launched a decade ago, Singles’ Day has become the biggest sale of the year in China. As shopping preferences change – particularly among Gen Yers and Zers, who are increasingly adopting a digital-first approach – brands are adapting strategies to optimise their reach, impact, and profit margins.

Younger Chinese consumers are no longer turning to advertisements to help them shop – they’re listening to each other instead. Shanghai-based app Xiaohongshu (Little Red Book) is harnessing social commerce and changing the way luxury consumers learn about products online.

Price is often highlighted as the main driver behind fashion choices. In spite of people’s desire to shop eco-friendly, there’s a high barrier to entry for most ethical brands. Is fashion resale a way to ensure greater eco access, or is the second-hand market causing more problems than it solves?