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Decoding “Too Cool”: The uprising subculture that embraces looking “tasteless”
Posted By
a Luxury Daily columnist
On
June 24, 2020 @ 3:00 am
In Apparel and accessories,Featured,Industry sectors,Marketing,Media/Publishing,Retail |
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Twenty-two-year-old "Butterfly Princess" Liu Min is one of the thought leaders of the “Too Cool.” Image credit: Ms. Liu's Weibo
By
Yaling Jiang
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","iv":"9dd6ca8729af1eb742bb0d8bca1fe996","s":"22fb89ebf4a04ab2"}