Chinese fashion magazines boom as Western titles struggle

While Western fashion magazines close or downsize, China's magazine scene is thriving with new launches and creative energy. GQ returned to China in January 2025 after ceasing operations in 2024. The Face closed its UK operations in March and pivoted to China. Another magazine launched a Chinese edition in February, and Dazed China followed in June. Chinese editions of Vogue, Tatler, and Madame Figaro are locally owned, allowing them to cater to local tastes without Western oversight. Notable editorials include Vogue Man's Winter Olympics shoot by Win Tam, W Magazine's painterly editorial by Leslie Zhang, and Super Elle's neo-Chinese feature by Wei Huan. China's luxury goods market has grown fivefold since 2016 and is predicted to account for 35-40% of global luxury spending by 2030. Brands like LVMH, Kering, and Hermès have expanded in Beijing since the pandemic. A concentration of consumers aged 25-35, along with younger cohorts, drives demand for homegrown brands such as Qeelin, Shang Xia, and Laopu Gold. Olivia Chen and Julio Ka Yeung Ng, co-founders of Shanghai-based agency 2034, note that local ownership and cultural confidence fuel this shift. State control limits political risk-taking, but Chinese titles compensate with aesthetic daring. The trend suggests future major print titles may emerge from Shanghai or Beijing rather than Paris or Milan.