Chinese KOLs reveal Milan’s commercial hits

As Milan Fashion Week Fall 2025 draws to a close, Jing Daily asked four influential Chinese KOLs — Declan Chan, Chloe Cao, Fil Xiaobai, and Fashion Baker — for their take on the standout collections and must-have pieces that are primed to make waves in China. With their keen eye for trends and deep understanding of what resonates with Chinese consumers, these tastemakers spotlight the designs that will likely dominate social media and could be the next luxury hits in China. Topping their list of favorites is Prada, whose bold aesthetics and innovative craftsmanship captured the KOLs’ attention. Blending heritage elegance with contemporary appeal, Ferragamo’s floral heels emerged as another highlight. They align with China’s growing appetite for statement footwear. Mark (@FashionBaker, @FB) Fashion commentator, former senior marketing manager Weibo followers: 1.5 million Xiaohongshu (RedNote) followers: 60,000 Prada — Shirt and leather skirt look Why it stands out: Prada reinvented classic silhouettes with a contemporary twist, striking a balance between refinement and playful aesthetics. Why it appeals to Chinese consumers: Prada’s fusion of innovation and functionality resonates with Chinese consumers, particularly young professionals seeking versatile wardrobe staples. The structured yet fluid design aligns with China’s increasing appreciation for “power dressing,” while the effortless sophistication suits both office settings and social gatherings. Fendi — Revamped fur pieces Why they stand out: Fendi’s fur pieces return with a youthful, modern touch. Why they appeal to Chinese consumers: Fendi’s fur pieces enjoy widespread recognition in China, particularly in the northern regions, where fur is a winter staple. As a status symbol, fur remains a key purchase for high-net-worth individuals, and Fendi’s reinvention caters to a younger audience that values both luxury heritage and contemporary aesthetics and see them as investment pieces. Versace — Oversized suit and shimmering handbag Why they stand out: Versace’s signature boldness shines through in this structured yet sensual ensemble. Why they appeal to Chinese consumers: The dramatic silhouette and eye-catching metallics play well in China’s social media-driven fashion scene. In recent years, the “metallic girl” fashion trend has taken off in China. The gold accents align with traditional Chinese symbols of wealth and prosperity, making this a go-to for influencers and socialites looking to make a statement both online and offline. Tod’s — Upgraded loafers Why they stand out: Tod’s elevates its classic loafers with softer leathers and seasonal hues like deep brown and burgundy. Why they appeal to Chinese consumers: A staple among China’s white-collar and middle-class consumers, the refreshed design balances practicality with understated luxury. With the rise of “quiet luxury” in China, pieces like this — high-quality yet subtle — are becoming essential purchases for professionals looking to blend fashion with function, as well as comfort. Fil Xiaobai (@Fil小白) Influencer and stylist Weibo followers: 6.1 million Xiaohongshu followers: 13,000 Prada — Minimalist denim jacket Why it stands out: A clean-cut denim jacket with an understated Prada logo. Why it appeals to Chinese consumers: With denim making a strong comeback in daily wear, this piece’s subtle branding and versatility align with fashionistas’ growing preference for quiet luxury. The lack of overt logos makes it ideal for China’s increasingly sophisticated consumers who value design over branding. Gucci — Heeled sandals Why they stand out: Sleek and ultra-fashionable. Why they appeal to Chinese consumers: Gucci remains a key player in the luxury footwear market. These statement heels offer a balance of elegance and trend appeal. High-heel sandals, in particular, are a popular choice for special events and social occasions, reinforcing the wearer’s fashion-forwardness. Ferragamo — Floral heels Why they stand out: Romantic, refined, and unique. Why they appeal to Chinese consumers: Ferragamo’s shoemaking legacy meets intricate floral detailing, making these heels perfect for special occasions. The floral embellishments add a touch of traditional Chinese femininity, appealing to consumers who appreciate artisanal craftsmanship. MM6 — Oversized shoulder tee and puffer coat Why they stand out: Playful proportions and a relaxed aesthetic. Why they appeal to Chinese consumers: Oversized silhouettes remain popular, offering both comfort and high-fashion appeal. Layering oversized garments aligns with China’s streetwear boom, for which exaggerated proportions are key styling elements. Declan Chan (@DeclanChan) Influencer, stylist, creative consultant, founder of Aotrombrand Instagram followers: 169,000 Fendi — Doll chain accessories Why they stand out: Playful yet luxurious keychains doubling as mini-handbags. Why they appeal to Chinese consumers: Gen Z and Gen Alpha are embracing personalization through keychains and Pop Mart figurines. Lately, Labubu keychains hanging on Hermès Birkin bags have taken over social media. Fendi’s take on the trend aligns with this cultural shift. The brand was already famous for its fluffy keychains. Accessorizing high-end bags with playful elements makes this an appealing crossover between luxury and pop culture. Prada — Nylon box bag Why it stands out: Compact and cube-like, reminiscent of Miu Miu’s trending aesthetic. Why it appeals to Chinese consumers: The structured yet wearable design, combined with Prada’s heritage in nylon, make this an instant hit. Small bags continue to be popular in China, with consumers embracing portability without sacrificing style. Gucci — Butter yellow soft horsebit bag Why it stands out: The house’s iconic horsebit motif reimagined in a plush, versatile form. Why it appeals to Chinese consumers: Multi-functional bags are favored by Chinese consumers, who seek adaptable purchases. The option to transition between a handbag and pouch caters to the country’s pragmatic yet style-conscious shoppers. Additionally, as the New York Times reports, butter yellow is on the ascent. Several celebrities, including Timothée Chalamet, wore it at the Oscars. Chloe Cao (@ChloeCao) Influencer Weibo followers: 3.2 million Xiaohongshu followers: 147,000 Ferragamo — Floral heels Why they stand out: A poetic blend of craftsmanship and romance. Why they appeal to Chinese consumers: Floral elements resonate deeply in Chinese aesthetics, and the show’s rose-petal-strewn runway enhanced the heels’ emotional appeal. With wedding season underway and party culture thriving, these shoes are likely to be a favorite for formal occasions. Gucci — Oversized furry tote Why it stands out: Bold, eye-catching, and textured. Why it appeals to Chinese consumers: Vibrant colors evoke optimism, while the oversized design ensures statement appeal in winter. As oversized bags gain traction, this piece is well-positioned to become a seasonal must-have. Prada — Bow-adorned pointed heels Why they stand out: A refined yet edgy take on feminine footwear. Why they appeal to Chinese consumers: The juxtaposition of softness and strength in design makes this a versatile choice, balancing elegance with a contemporary edge. The structured bow detail aligns with consumers’ preference for intricate, standout accessories. Verdict Demand for quiet luxury remains strong, as seen in the preference for Prada’s minimalist denim jacket and Tod’s understated yet elevated loafers. At the same time, statement accessories — from Gucci’s buttery yellow horsebit bag to Fendi’s doll chain accessories — are making waves, proving that individuality and personalization remain key in China’s fashion market.

Chinese KOLs reveal Milan’s commercial hits

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Published March 05, 2025

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Chinese KOLs reveal Milan’s commercial hits