Marketing leather goods to Chinese Gen Z

From quiet luxury’s reign to the Labubu-bolstered bag charm craze, luxury leather goods are experiencing a Gen Z heyday. This is no accident. Leading brands in the space have deployed youth-led marketing strategies, with China home to some of their youngest consumer demographics. At Paris Fashion Week’s Spring 2026 in September, exhibitions by labels Shanxi-founded Songmont and Polène educated attendees on the craftsmanship, sustainability, and heritage behind their popular bags, as well as provided photogenic moments for digitally savvy youth. “Gen Z are digital natives who primarily discover new brands through social platforms,” says Vera C. Wang, who founded slow fashion handbag brand Verafied in 2017 after moving to New York from China. The calf leather brand has achieved success for its supple handbag designs that champion practicality and timelessness. “[Young consumers] value authenticity and tend to support brands that take a positive stance on social and environmental issues,” adds Wang. This shift has catalyzed a boom in niche leather goods brands catering to Gen Z consumers who are as rational in terms of price and value, as they are expressive. According to data sourced for Jing Daily’s upcoming Gen Z Market Research Report, 52% of 30 fashion-loving Gen Zers surveyed in Beijing and Shanghai find their shopping inspiration on Xiaohongshu (also known as RedNote), while 36% say they do so occasionally. For this audience, discovery is community-driven, and social strategy is of paramount significance. Digital storytelling and design originality Chinese brand Songmont has become a case study in digital mastery, with impressive content marketing strategies in the leather goods category. Boasting more than 290,000 followers and more than 530,000 likes on Xiaohongshu, the brand leverages narrative to transform craftsmanship into culture. Known among many for its podcast before its handbags, the series “Sound Under the Mountain,” features conversations with female creators, building a reputation of empowerment and extending the brand identity beyond products into lifestyle and philosophy. Building upon this ethos, Songmont’s Paris exhibition encompassed not only the storytelling behind its covetable designs, but also the championing of historic craft hailing from Hainan. In Songmont’s own words, each model is “wear-tested” before release, which creates design precision and pragmatism that resonates deeply with young consumers who are intrigued by transparency. The Luna collection’s convertible handles and the Reset range’s storage-focused silhouettes reflect what Songmont calls its pursuit of “design that becomes one with the Tao,” a religious tradition indigenous to China. The label illustrates young Chinese consumers’ appetite for practical luxury and sustainability. Ethical craft is in Songmont’s DNA. It uses vegan leathers derived from ocean plastics and recyclable packaging. Given the combination of ethical craft, quality, and entertaining content, it is no surprise that the hashtag #Songmontbag has racked up over 100 million views on Xiaohongshu. Meanwhile, 19th-century Parisian trunkmaker Moynat has recognized the relevance of China’s young consumers, cultivating its own Gen Z following. With 19,000 followers and 140,000 likes on Xiaohongshu, the brand merges French heritage with collaborations that resonate, from Kasing Lung’s Labubu to having Chinese idol Tan Jianci’s dogs star in its 520 campaign earlier this year, which went viral. “At Moynat, our relationship with Gen Z is built on authenticity and cultural curiosity,” a Moynat executive told Jing Daily in an email. “Our Gen Z clients in China are highly sophisticated and culturally fluent. For them, Moynat represents a quiet discovery — a heritage house that still feels personal and slightly off the beaten path.” According to Moynat, the M Canvas Hobo has become a standout for younger shoppers, reflecting their taste for practical luxury and the timeless bohemian style that has been trending for a while now. Celebrity impact and affordable luxury Gen Z leather goods analysis would be unfinished without a mention of thriving Tapestry house Coach. The ongoing #CourageToBeReal social commerce campaign has struck a chord with Gen Z worldwide by tying product marketing to empowerment and self-acceptance. The Soft Empire Carryall ranked among Lyst’s hottest products of Q3 2025, and over 60% of Coach’s new North American customers in Q4 were Gen Z and millennials, driving 14% YoY revenue growth. Being a partner of The Summer I Turned Pretty has helped boost its reputation in the East and West, yet it is the simplicity of each design that also aligns with charm-heavy Gen Z trends. Another highlight among Xiaohongshu-loved handbags is Polène, whose clean lines and craftsmanship transparency have helped increase brand exposure on domestic social platforms. The brand boasts a solid following for a business account with 71,800 followers and 123,900 likes on Xiaohongshu. It has benefitted from actress Liu Yifei being spotted carrying the Cyme Mini handbag, which is priced at a lower tier luxury price of $490, a similar Gen Z-friendly level to the TikTok favorite Coach Tabby, which costs approximately $450. Ahead of its Beijing flagship opening this month, Polène launched its first Asia-exclusive Mid-Autumn Edition in October 2025, the Numéro Dix Tsuki, a micro-sized ode to the moon that taps into Chinese cultural sentiment while maintaining Parisian restraint. For China’s Gen Z, leather goods are becoming canvases for self-expression, often decorated with layers of charms, whether that’s Monchhichis or luxury key chains. “Gen Z consumers reject uniformity — they seek niche, distinctive designs that express individuality,” says Vera C. Wang. Whether it’s Songmont’s poetic pragmatism, Moynat’s quiet artistry, or Coach’s joyful empowerment, the future of luxury leather in China will be driven by a transparency that extends from craftsmanship to community.

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Marketing leather goods to Chinese Gen Z