The government’s recent ban on so-called “sissy men” in the media could have far-reaching implications for China’s fashion community and global brands operating there.

China was driving the global jewellery market long before the pandemic. Now the clock is ticking for smaller players who want to get a piece of the pie before big brands take an even larger share.

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.    

BoF looks back at the trends that have shaped China’s fashion, beauty, luxury and retail landscape over the past ten years, from the rise of WeChat to a series of cultural missteps by Western labels.