New York Fashion Week has long been a stage for brands to capture attention, command headlines, and define cultural moments. Yet, in an era where brands are expected to take a stand on every issue, the Chinese high-end brand Juzui takes a refreshingly different approach—it listens as much as it speaks.
Under the creative direction of Taoray Wang, Juzui is less interested in chasing trends or manufacturing spectacle and more committed to something deeper: forging a meaningful connection with its audience. And rather than dictating identity, Juzui’s head fashion designer Taoray Wang reflects it—designing for the career-driven and outgoing woman and others who fluidly navigate ambition and elegance, boardrooms and global markets, strength and self-awareness.
So how does she do it?
Taoray Wang brands for the soul. Yes, you heard that right. Amid the many brands vying for attention at New York Fashion Week—Juzui speaks to the soul. And it’s this soulful quality that is an extension of Wang herself.
Taoray Wang has an energy that is instantly felt—yes, she is a powerful woman but she’s also a still woman. Calm yet commanding, refined yet deeply connected, she exudes a presence that draws people in not through force, but through depth and intention. To meet her is to understand that Juzui is an embodiment of her spirit, and that spirit—just like her designs—don’t impose an identity on the wearer—they create space for people to recognize themselves and their inner beings more clearly.
In doing so, Wang imparts more than just lessons in brand strategy—she offers a blueprint for a soul-driven strategy to leadership. It’s an approach that transcends aesthetics, redefining influence as something deeper than visibility. And with 62 percent of audiences say their purchasing consideration is driven by a company’s ethical values and authenticity the soul-drive strategy works.
For executives, entrepreneurs, and brand leaders navigating an increasingly fragmented market, I’d say Juzui presents a powerful yet underutilized model: go beyond the surface and lead with soul.
Here are five key leadership lessons that I took away from Taoray Wang to keep you grounded in what truly matters.
1. Power Isn’t About Volume—It’s About Vision
It’s no secret that younger audiences are more skeptical than ever—questioning every viral controversy, every magazine headline, every perfectly timed celebrity transformation designed to spark a reaction. The takeaway for leaders? Strength comes not only from loud marketing but from a clear, unwavering vision.
And while I believe real brand power can be performative, it can also stem from something deeper—an identity rooted in peace, serenity, and harmony. That is the power of Juzui. It doesn’t chase spectacle but commands presence through a rare blend of inner confidence, control, and balance.
Throughout her career, under her own named label and as Chief Designer of Juzui, Taoray Wang has designed for the urban woman—the working, successful woman who refuses to choose between ambition and femininity—then again, so have many other brands. But what makes Wang’s vision truly original is that she isn’t imposing an identity onto women or men but recognizes the strength, complexity, and confidence they already possess. So while some may see Juzui as a feminine runway collection, I’d say it does far more than showcase femininity in fashion—it reflects the inner essence of the modern woman and man who wears it, empowering them to embrace their identity on a deeper level. In doing so, Juzui moves beyond a statement and becomes a brand about self-perception and agency.
Powerful stuff.
It’s no surprise, then, that unlike many celebrities who walk the runway for spectacle, the presence of Maye Musk—the mother of history-carving technological entrepreneur Elon Musk and a public figure in her own right—on the Juzui runway, felt different. At seventy-six, Maye Musk has navigated decades of change with confidence and grace. With her snow-white hair, piercing gaze, and striking silhouette, she didn’t represent celebrity—she represented that exact inner strength. She was proof that women or men are not defined by their age but by their vision, resilience, and authenticity.
As I emphasize in The Kim Kardashian Principle, brand authenticity is a defining factor in long-term success. A study published in the European Journal of Management and Business Economics found that brand authenticity positively influences perceived value and trust—that’s what audiences gravitate towards, and it’s Wang’s vision that gets Juzui there.
2. The Future of Luxury Is Personal, Not Just Exclusive
Luxury audiences no longer just value rare products; they seek brands that acknowledge their individuality, and in the case of Juzui, even better, their inner beings. This shift has fueled the rise of personalized brand experiences, with a recent study revealing that affluent audiences increasingly prioritize personalization over simply owning exclusive items.
Taoray Wang understands this personal evolution. She doesn’t seem to be designing for the masses; she’s creating for a distinct kind of person—one who seamlessly balances strength and elegance, success and self-awareness. More than catering to just city women or urban women and men, Juzui speaks to those who already know who they are and express it with confidence. Juzui achieves this balance effortlessly. Instead of relying on exclusivity alone, it deepens its relevance by designing with identity in mind—offering fashion that resonates on a profoundly personal level.
But most notably, Taoray Wang creates for women and men who lead with their soul. This ethos is clear to me in her designs. These are not audiences seeking validation; Wang’s designs seem to speak to those who have already arrived at a some level or personal place of inner confidence and peace. They may wear fashion as a statement, but that statement aligns with their personal evolution—their own spiritual journeys.
This reminds me of trends in the luxury fragrance industry, where audiences are drawn to scents that promise energy amplification and mood enhancement, blending spirituality with luxury.
The same desire for deeper personal and spiritual alignment is what will increasingly shape how audiences engage with fashion—and is precisely what sets Juzui apart. As The Journal of Consumer Psychology notes, modern luxury must align with a consumer’s self-assurance and deep sense of agency, rather than being a tool for outward validation.
3. Harmony Is a Superpower in an Age of Division
I’ve often emphasized how polarizing brands can be winning brands—how taking a strong stance can create what I call brand fanatics and carve out a unique space in the market. Research supports this, showing that brand polarization can foster stronger emotional connections with audiences. And in many cases, this remains a powerful strategy.
What makes Juzui interesting is that Taoray Wang embraces a different philosophy—one that isn’t about external division but about internal union and peace—and this approach can work too. In an industry where extremes often dominate, Juzui is radical in its silence.
That doesn’t mean the Juzui lacks a point of view or avoids taking a stand like the other brands too. It simply chooses a different approach—the side that is rooted in harmony and integration. Juzui seamlessly merges Eastern and Western aesthetics, balancing tradition with modernity, structure with softness. Rich textures, distinctive patterns, muted tones, and fluid silhouettes move with their own rhythm—unrestrained yet deliberate. In a fashion landscape that often forces designers to pick a lane, Taoray Wang seems to choose inner engineering—a synthesis of contrasts that doesn’t compromise but elevates.
And harmony isn’t just an aesthetic fashion principle—it’s a powerful branding and leadership strategy. Research from Cal State University explores how harmony in both conciliation and diversity can create more meaningful, elevated experiences. For brands, this means finding the balance between heritage and innovation, exclusivity and accessibility, global appeal and personal relevance.
The fusion of Eastern and Western aesthetics from Juzui is a reflection of this strategy. Research highlights how Eastern artistic traditions have enriched Western contemporary art, not through opposition but through an ongoing dialogue. The most enduring brands follow a similar approach—they don’t erase differences; they integrate them, using contrast as a tool for innovation. This is precisely what Juzui embodies: a brand identity built not on extremes, but on seamless synthesis, strengthening both its creative direction and its connection with audiences.
I would imagine this balance holds particular significance in the context of the modern Chinese woman—and in Taoray Wang herself. Wang seems to be redefining success on a global scale, moving effortlessly between cultures, industries, and identities. She isn’t confined by singular definitions of femininity or power—she embodies both. And Juzui reflects this duality with precision and depth. Taoray Wang shows us that harmony is a deliberate choice, and when fully embraced, a strategic advantage. It’s a form of cultural and creative arbitrage—blending perspectives, traditions, and ideas to create something stronger, more relevant, and undeniably powerful.
4. The Most Successful Brands Don’t Sell, They See
Certain fashion moments transcend marketing and become symbols. We all remember Michelle Yeoh, an actress who redefined success across continents, stepping into the Balenciaga ambassadorship. Or Helen Mirren representing L’Oréal Paris, proving that beauty is about confidence at every age. These aren’t just campaigns; they are affirmations—bridges between brand and audience that reinforce identity and belonging.
Juzui operates on this same philosophy. It champions the powerful woman and the beauty of women and men—not just the career-driven and outgoing, but also those who exude quiet power, deep confidence, and an energy that lasts beyond the moment. The strongest brands today aren’t just recognized; they make their audience feel seen. And in an era where authenticity is everything, I’d say being seen is more valuable than simply being noticed.
Research supports this shift. Today’s audiences want brands that recognize and value them. A study found that 82% of consumers favor brand messaging that treats them as individuals, while 79% appreciate messaging that builds a relationship. The preference for messaging that treats consumers like VIPs surged from 58% to 69% in just one year, signaling a growing demand for meaningful connections. Meanwhile, a report from Adobe reveals that 56% of consumers feel more loyal to brands that “get them,” showing a deep understanding of their priorities and preferences. Empathy in luxury is about making audiences feel genuinely seen and understood.
And this is where Taoray Wang offers a masterclass in modern branding. The most successful brands today don’t just sell—they see. They recognize their audience, value their journey, and reflect their identity back to them in a way that feels deeply personal. And in a world where attention is fleeting, that is what builds true loyalty.
5. Empathy Is the New Currency of Influence
Last but not least, in the relentless pursuit of success, many leaders overlook what truly drives influence and audience engagement—empathy. Surprising, given empathy is increasingly recognized as a vital component of effective leadership.
Juzui, under Taoray Wang’s vision, proves that modern luxury is about understanding that today’s women and men don’t want to be told who they should be—they want to be seen for who they already are. The brand doesn’t just design clothing; it reflects the complexities, ambitions, and emotions of those who wear it. In doing so, Juzui builds something deeper than brand loyalty—it builds an empathetic connection.
Numerous research indicates that leaders who demonstrate empathy can enhance employee satisfaction, foster innovation, and improve overall organizational performance. A study published in the Journal of Leadership and Organizational Studies found that empathetic leadership not only benefits employees but also contributes to the well-being of the leaders themselves. The Center for Creative Leadership emphasizes that empathy is fundamental to effective leadership and it can establish genuine connections with their team members, enhancing relationships and performance. Furthermore, a study in the Journal of Leadership Studies indicates that empathy contributes to raising self-awareness, developing listening and mentoring skills, and strengthening relationships within the organization.
In The Kim Kardashian Principle, I wrote about the power of living shamelessly, and I believe that integrating empathy into branding gives people permission to do just that—to express themselves freely, without fear or hesitation. When fashion shifts from being a status symbol to a tool for self-expression, it moves beyond aesthetics and becomes a medium for identity and emotion. And the philosophy of empathy extends beyond branding—it defines leadership itself.
Taoray Wang seems to exemplify how empathy isn’t just a personal virtue—it’s a strategic advantage. It deepens self-awareness, strengthens relationships, and builds brands that resonate on a profoundly human level.
The Age of the Soulful Brand
In the world of luxury, and under the creative leadership of Taoray Wang, Chinese high-end brand Juzui is leading a quiet revolution—one rooted in depth, introspection, and a redefinition of power. Wang’s vision is a brave one; it’s about choosing a different paradigm in an era defined by noise. She moves beyond spectacle, embracing a more self-assured and accepting approach to identity, ambition, and success.
I’ve always believed that the strongest brands engage on an emotional level and some even release societal tension. Taoray Wang is doing exactly that by expanding the definition of luxury, challenging the notion that success must be loud, and proving that true strength comes from deep within. By prioritizing authenticity over external validation, Wang demonstrates that power isn’t always in the statement—it can also be in the stillness.
This is what makes Juzui’s approach so rare and worth noting from both a leadership and marketing perspective. The brands that endure, the ones that shape generations, are those that reflect their audience’s journey, helping them feel seen, understood, and connected to something greater, will win.
And this is the winning power of both Taoray Wang’s vision and her spirit. Yes, her collections are designed for those who move seamlessly between industries, cultures, ambition, and identity. But more importantly, they are for those who choose to live with intention. She does this unapologetically—not by judging other luxury brands for their differing approaches, but by honoring their choices while standing firmly in her own power. Wang is clear on the imprint she wants to leave—not just on the industry, but on her own soul.
So, my question to you is: What imprint do you want to leave on yours?
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)