The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.

A discount auction site is attracting attention in China for selling the ultra-high-end confiscated property of criminals and bankrupted companies. As tolerance for the wasteful and elitist practices of luxury brands wanes, challenges develop on how to maintain an aspirational USP.

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?

Gen Yers and Zers are reviving the gold market in China after years of lost interest. Younger generations are diving into China's past and combining traditional elements of their culture and heritage with modern-day aesthetics as they use fashion as a form of self-expression.