High fashion is a kind of luxury goods, and the birth of luxury goods is inseparable from the birth of the leisure class, which can be understood as "real upper class" here, that is, the leisure class, which does not need a fixed occupation and mainly lives in social entertainment, is psychologically different from the working class. They should show their superior position everywhere. They should not only live a leisurely life, but also show off their wealth by showing off their lifestyle.

It is easy to see whether such a class must go through "high-end consumer goods" if they want to show off their wealth, that is, products whose value is much lower than the price, or products with very high brand premium, that is, luxury goods have a high brand premium, which can be composed not only of high-end quality and unique design, but also of its brand story, that is, they have a long brand history connection with the old nobles and like LV and Cartier royal jewelry. The original brand of luxury goods is the craftsman himself, which is the same all over the world.

There are many reasons why luxury goods can't appear in China. First of all, it is impossible for China to buy jewelry and custom-made clothes from European craftsmen. China craftsmen are subordinate to the emperor, let alone develop brands. Secondly, China is a vast country with only one emperor, that is to say, only one emperor is qualified as a leisure class. This family is increasing with the change of dynasties, that is, as a senior craftsman, you are the only one who wants you, and nothing else can be sold. This also limits the brand development of senior craftsmen. Finally, in modern China, after leaving the feudal society, the class was disrupted. China is now in the stage of class reconstruction. Without a fixed class, there is no luxury.

Looking back at Europe. Europe is a bit like our enfeoffment royal family, and the leisure class is very stable. A large family (such as the Habsburg family) can inherit and own most of Europe for hundreds of years and act independently, so that they can buy jewelry and custom-made clothes from senior craftsmen (for example, Charles Voss, the founder of Gaoding, first made clothes for the royal family and later opened his own shop). With such soil, these craftsmen can accumulate wealth gradually. There are no top luxury goods in the United States because the history of the United States is relatively short, but their luxury goods are also actively advocating their own history. For example, Tiffany tried to collect the jewels of French Queen You Jinni for auction and create her own brand story.