Wealthy Chinese consumers are well known for their love of luxury goods, and this is especially true for China’s Gen Y HNWIs. This generation of wealthy shoppers is spending more than any other generation on luxury and high-end tech, with exclusivity and authenticity the driving force.

How are long-established labels showing off their playful side? What can the fashion industry do to be more inclusive? Why is renting out and trading in luxury goods growing in appeal? And what’s got people so interested in the stories behind high-end brands?

In 2017, Saint Laurent partnered with famed boutique Colette for a collection that celebrated “the traditions and tenets of Parisian culture” – but the range was noticeably short on actual clothes. So, how did a branded Vespa, skateboard, and BDSM paddles aim to broaden the luxury label’s appeal?

Shoppers in China are increasingly making purchases on-the-go and are keen to connect with luxury brands through their oft-used messaging services. And while domestic retailers have taken this shift on board, European luxury brands are having to play catch-up.