The following is an excerpt from the insight report “China’s Verdict On Men’s Fashion Week S/S 23,” presented by Lefty.io and Jing Daily. From working with Gen Z talents to livestreaming on Chinese social media, the report breaks down the best practices to communicate with Chinese consumers, ranking the brands that generated the most in earned media value. Download your free copy on our Reports page. The Menswear Spring/Summer '23 season was a highly anticipated event in the fashion world, with some of the biggest names in luxury descending upon London, Florence, Milan, and Paris. Swarms of industry professionals and fashion fans flocked to the shows to catch a glimpse of the newest collections and the personalities attending the events. Some of the standout collections came from designer houses such as Prada, Dior, and Louis Vuitton. The season was also marked by a number of up-and-coming designers making a name for themselves on the global stage. Unlike previous seasons, Shanghai's runway presentations correlating with brands’ runway shows in Milan and Paris were unable to take place as the city still reeled from the effects of COVID-19 lockdowns. As a result, China's luxury market has become unstable, with several luxury brand executives reportedly lowering their expectations for their China market segments. Although high-end malls in Shanghai boasted a million-RMB turnover on the first day businesses resumed operations, the high turnover due to retaliatory spending did not last long as the pandemic continues to fluctuate daily. Nevertheless, the Chinese luxury market is still the second largest in the global market. According to Bain & Company, China is expected to become the world's largest luxury market by 2025. The final stop on the menswear circuit, Paris Fashion Week plays host to some of the world’s leading names in luxury. Not only does it draw in a sea of industry professionals, but swarms of fashion fans, desperate to catch a glimpse of the personalities attending the shows. S/S23 was all about the spectacle. Extravagant sets included Louis Vuitton’s giant race track, Dior’s quaint countryside cottage, and a live rodeo at Casablanca. King of the destination show, Jacquemus transported guests to the scenic salt mountains of Arles, while Ami captured the essence of Parisian style with a show that overlooked the rooftops of Paris from Sacré-Coeur and a comeback from celebrity models of eras past. Several casting and runway trends emerged during Milan Fashion Week and continued to Paris. One of the most notable was the continued presence of Gen Z talents, which generated a lot of hype on social media. Outside of Gen Z, athletes are emerging as the new talents luxury brands are focusing on to capture a new type of consumer in China. Prada and Louis Vuitton served as prime examples of this trend. Download your free copy of the report here.
