Milan SS26 through Chinese KOL eyes

As Milan Fashion Week Spring/Summer 2026 comes to a close, Chinese fashion KOLs are once again shaping the conversation around which collections and products resonate most with mainland luxury consumers. From Demna’s new Gucci Jackie to Prada’s vibrant color experiments and Bottega Veneta creative director Louise Trotter’s debut show, their verdicts highlight how craft, wit, and individuality remain key in China’s fast-evolving luxury market. Below, five leading voices — Declan Chan, Fil Xiaobai, Ava Foo, Mark, and Michelle Song — share their standout picks. Fil Xiaobai (@Fil小白) Stylist and influencer Weibo followers: 6.13 million | Xiaohongshu followers: 420,000 Bottega Veneta — Filament skirt Why it stands out: An oversized ivory shirt paired with a skirt crafted from metallic filaments in silver, bronze, and gold, shimmering kinetically with each step. Why Chinese consumers will like it: It embodies the “wow factor” for social media, while also showcasing Bottega’s material innovation — a balance of artistry and craft highly prized in China. Bottega Veneta — Fiber jacket Why it stands out: A teal high-neck jacket of iridescent fibers, almost fur-like, paired with a distressed skirt. Why Chinese consumers will like it: Futuristic silhouettes appeal to Gen Z shoppers seeking avant-garde fashion that photographs dramatically for social feeds. Prada — Pink coat look Why it stands out: A structured pink coat layered over satin-green gloves, a black bra top, and orange shorts — bold yet harmonious color blocking. Why Chinese consumers will like it: Prada’s chromatic clashes deliver intellectual playfulness. For Chinese buyers, the look signals confidence and individuality, aligning with the rising appetite for experimental styling. Mark (@FashionBaker) Fashion commentator Weibo followers: 1.51 million | Xiaohongshu followers: 13,000 Versace — Gray suit Why it stands out: A loose-cut gray suit with military-inspired details, paired with a bright green T-shirt for contrast. Why Chinese consumers will like it: Fits the “relaxed formalwear” trend, perfect for young professionals seeking balance between polish and casualness. Versace — White tank & blue waist bag look Why it stands out: A deep-U tank with high-waist pants and a bold blue belt bag. Why Chinese consumers will like it: A fearless embrace of sexiness and body confidence, resonating with Chinese Gen Z’s desire for freedom of expression in nightlife and party contexts. Prada — Deconstructed yellow slip dress Why it stands out: A yellow slip accented with gray sporty inserts and a black bustier overlay. Why Chinese consumers will like it: The intellectual “Office Max” and “Geek Chic” appeals to Chinese fashion insiders who value “if you know, you know” sophistication. Prada — Patchwork skirt & bandeau look Why it stands out: A collage-like mix of yellow, black, and blue layers styled with a tiny bandeau. Why Chinese consumers will like it: Challenges conventional elegance, perfect for Chinese consumers seeking standout looks with high “photogenic value” on Xiaohongshu and Weibo. Fendi — Powder-blue suit with pink button Why it stands out: A relaxed powder-blue blazer styled with a darker blue semi-sheer shirt and accented by a playful pink button. Why Chinese consumers will like it: Chinese consumers, who enjoy subtle but distinctive twists in everyday wear, will likely find the look appealing for both office and lifestyle contexts. Fendi — Brown leather slip dress with cut-out flowers Why it stands out: A 1970s-inspired brown leather slip dress punctuated with red floral cutouts and thin red straps. Why Chinese consumers will like it: Balances sensuality and playfulness — the cut-outs offer a fresh take on femininity that appeals to young Chinese women seeking elegance with a twist. Ava Foo Influencer and stylist Weibo followers: 3.5 million | Xiaohongshu followers: 401,000 Sportmax — Green suit Why it stands out: A refreshing fruit-green oversized set, sharp yet playful. Why Chinese consumers will like it: The rare all-over colorway and genderless silhouette fit well with China’s “Cool Girl” aesthetic and Gen Z’s embrace of fluid dressing. René Caovilla — Sandals Why it stands out: High heels with Indian-meets-Sicilian flair, designed for vacation or dates. Why Chinese consumers will like it: Eye-catching yet feminine, they strike a balance between romance and glamour — perfect for travel-loving young women in China. Max Mara — Power suit Why it stands out: Clean lines and a palette flattering to Chinese skin tones. Why Chinese consumers will like it: In China’s professional class, where fashion must balance polish and authority, this ensemble speaks directly to demand. Declan Chan (@DeclanChan) Stylist, creative consultant, founder of Aotrombrand Instagram followers: 173,000 | TikTok followers: 128,684 Gucci — Jackie “La Famiglia” Why it stands out: Demna’s take on the Gucci Jackie is minimalist and nearly logoless, crafted in supple leather. Shown within the “La Famiglia” collection, it feels like a clean break from logo-heavy Gucci and references Tom Ford’s sensual Gucci era with its matching monogrammed suit in the “Principino” look. Why Chinese consumers will like it: The pared-back design taps into China’s growing appetite for “quiet branding,” while still offering a heritage icon with strong storytelling around family — a theme resonant with Chinese values. Bottega Veneta — “Newspaper” Why it stands out: Louis Trotter slipped a witty detail into the SS26 collection: a Bottega Veneta newspaper with the brand name emblazoned and intrecciato print. Why Chinese consumers will like it: Chinese luxury buyers prize collectible novelties and social media–ready details. This playful “newspaper” is instantly postable on Xiaohongshu Versace x Onitsuka — Tiger ballet sneakers Why it stands out: A collaborative shoe that’s equal parts sporty and feminine, merging Onitsuka’s athletic codes with Versace’s sensuality. Why Chinese consumers will like it: With China’s athleisure market booming, this collab taps into cross-category versatility. The country’s outdoor market surged 23% YoY in 2024, hitting 150.4 billion RMB ($21.2 billion), according to the Outdoor Market Report from the China Sporting Goods Federation. The ballet-inspired finish adds femininity that appeals to younger female consumers seeking comfort without compromising style. Michelle Song (@Callmemichs) Influencer and stylist Instagram followers: 194,000 | Xiaohongshu followers: 26,000 Valextra Iside Editor Bag Why it stands out: A new addition to the Iside family with a relaxed, modern update. Why Chinese consumers will like it: Chinese luxury buyers embrace understated, functional luxury — this offers an elegant upgrade for everyday use. Giada Oversized Silhouettes with Pearl Accents Why it stands out: Combining structure with delicate romantic details. Why Chinese consumers will like it: Resonates with modern Chinese women balancing independence with softness. Casadei Red Pearlescent Heels Why it stands out: Pointed-toe heels in glossy red with supportive ankle straps. Why Chinese consumers will like it: Red heels are a perennial favorite in China for both auspiciousness and sensuality, making this pair highly covetable.

KOL picks: The Milan SS26 collections set to win over Chinese shoppers

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KOL picks: The Milan SS26 collections set to win over Chinese shoppers