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Recently, many Chinese young people complained that the queue outside the fast fashion brands’ fitting room is becoming longer and longer. They are wondering why some girls are spending half an hour inside just to try clothes. Actually, those girls are the “fitting room bloggers”,...

“Qixi (七夕)” Festival,which also known as the China’s traditional Valentine’s Day, was on August 17 this year. Many luxury beauty brands have launched a variety of innovative campaigns and prepared their limited gifts set dedicated to exclusively to the Chinese market. Here are the selection...

In 2017, Heytea (喜茶), the new Chinese contemporary tea concept brand became a real buzz among Chinese millennials. Their creative, gorgeous and well designed beverages as well as their mingle area in their tea shop created a big hit on social medias. Indeed, Heytea shops...

“Producer 101"(创造101) is the latest online reality TV show that makes a mega hit in China. The TV show is answering the request of Chinese millennials to see more local "idols"  bloom in China. The concept comes from South Korea and consists on having 101 trainees (=participants),...

Gaojilian (高级脸): literally translated in english as “noble face", signifies a new ideal beauty concept among Chinese millennials. The young Chinese generation, in their pursuit of beauty, are starting to possess independent aesthetic tastes, to challenge the historic beauty codes and becoming more and more critical...

Make-up is an essential part to express a fashion designer / brand collection, defining the mood, the sensibility and expressing the messages of the looks. The upcoming make-up trend this season observed in major international Fashion Shows as well as in Chinese fashion shows is to...

Chinese young generations are digital natives and are addicted to their smartphones (living behind laptops and tablets). Smartphones are fully integrated to their lifestyles : used as a wallet, to work, to exchange with personal network, to manage bills etc...

In China today, a new generation of masculine idols is coming up, who is qualified by their massive millennials audience,  by the popular expression of "little fresh meat"(小鲜肉 xiao xian rou). Belonging to the post 95's generation and perceived as particularly handsome by Chinese girls...

Baixiju is the artistic and experimental label created by the Chinese brand Mukzin. To introduce its new collection, Baixiju developed an interactive concept that transported the audience into an imaginary journey. The concept, called the " The Dragon Station" was mixing Chinese heritage inspired by the Dragon...