
Published 11 December 2024
From luxury aspirations and personal style crises to evolving sportswear tastes and another movie merch boom, pop culture and social media commentary continue to drive Gen Z’s fashion obsessions. This youth-focused lowdown highlights the most exciting viral trends, lucrative product opportunities and emulative style stars in the youth fashion sphere.



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China’s fashion profile is fast shifting from factory-based follower to inspirational market leader – increasingly exporting the labels, talent and cultural capital that will set global trends, as well as becoming the strongest territory growth engine for many of the world’s biggest brands.