Abstract: As the post-90s people became the main consumption force in the fashion market, the consumption of leather goods showed a trend of fashion, personalization and socialization. The changes in the leather consumption demand and context promote leather goods brands to pay more attention to reflecting brand social responsibility and sustainable development goals in design. Animal ethics, innovative alternative materials and personalized customization have become the important factors in brand design. The fashion and personalization of leather goods design are still the significant trend at present. With the participation of many new independent designer brands, the competition in the "affordable luxury" leather goods market is particularly fierce. In the process of development, brands tend to provide differentiated product design and service for target customers, which in turn makes leather goods more balanced in quality and price, and the brand personality more prominent.