Chinese millennials turn their backs on luxury brands
Chinese young people are increasingly betting on independent designers, and on projecting a different and original image, which is ahead of the trends dictated by the main fashion firms.
"I hate looking millionaire. I want to project an independent and elegant image: different, but not too much." Keira Kong, a Shanghai based young woman who works as a representative of South Korean artists, explains her adoration for the French brand.
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