Overview

Gender

female

I founded ICY in 2017 mainly because of the ongoing consumption changes in China. I saw how the Millenials and Generation Z have been gaining power with regards to consumption in the fashion industry. They advocate a different consuming philosophy than that of their predecessors, focusing on individualism and how the fashion industry increasingly values individualism. The younger generations emphasize through their consumption that their fashion choices are an extension of their self-expression. They gravitate towards innovative designer products, rather than something more commercial to demonstrate their individualism, and think designer products add to a fuller understanding of an enriched culture. We have seen the rising demand for new fashion products, especially for individual-oriented designer products, alongside with the growing consumption power of young consumers.