A creation by TV presenter Yang Lan. [Photo provided to China Daily]

"Chinese customers are getting more sophisticated. It is important for us to bring in more designs and customize them because people expect luxury products－not only in Beijing and Shanghai, but second-tier cities, such as Chengdu," Pietro Beccari, CEO and chairman of Fendi, said the day before the exhibition opened in Beijing on June 10.

For the Peekaboo Project in China, he says: "We try to find top women in their fields. It's also significant that they come from different fields.

"The exhibition is not huge but enough to make a digital splash. The physical exhibition can only have limited visitors, but online, it can reach hundreds of millions of people."

He says that social media influences a lot of people today and China leads the way.