Zhou, a fashion blogger in Beijing, shares her understanding of the slogan: "It gives me courage to maintain a relaxed attitude to life and to have curiosity because you can only follow fashion with a free soul."

Chen says consumers nowadays, especially millennials, who are believed to be the group with the strongest consumption power, are getting tired of leather goods.

"Leather goods need to be taken care of," says Chen, adding that his brand, on the contrary, is easy to maintain, ready "to face bad weather, humidity or other rigors".

The Belgian brand entered the Chinese market in 2014 and has a number of loyal customers, according to Chen, who adds that over 30 percent of the brand's bags around the globe are bought by Chinese shoppers.

And he says the brand plans to collaborate with Chinese brands to present traditional symbols on bags and launch such a collection globally.

[email protected]