Founded in 1993, Chinese media group Trends started with one magazine. They’re now the publisher of 18 mainstream fashion magazines and are one of the biggest fashion media publishers in China, including titles such as Cosmopolitan, Esquire and BAZAAR under license from their copyright owners.

But according to President Liu Jiang, fashion these days is less about the media and more about the lifestyle itself, which is where tech comes in.

“I worked in the fashion industry for 22 years and my view has changed a lot. When people say fashion, people think about cosmetic and beauty products. But now I think fashion is a way to treat life, an attitude,” he said in a fireside chat at TechCrunch Shanghai 2015.

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com