From Zhang Linghe to Zhao Lusi, here are the stars that brands have betted on to resurrect growth.

Unpredictable consumer loyalty shadows the rise of Korean homeware brands, even as the K‑wave propels them into the global spotlight.

MOF splits its knitwear down one side and lets shoppers pick both pieces, betting modular systems can outlast one-off purchases in China’s crowded market.

Costume Institute’s show will confront the offensive remarks that ended Galliano’s Dior career. But Chinese Gen Z is talking about something else.

Whole-group signings deliver reach no single ambassador can match, but they import fan rivalry, internal drama and the risk of being read as a traffic play.

China’s youngest metropolis has no inherited subcultures to draw on, so its designers, DJs and club founders are building one from the factory floor up.

The couturier reveals how ditching wholesale has led to unprecedented business success and an A-list roster of clients.

CEO Céline Talabaza reveals how the brand’s Nobel Prize-worthy chemistry translated into a global beauty strategy.

The Majid Al Futtaim exec reveals how retail hubs like Mall of the Emirates are integrating cultural touchpoints like Chinese New Year into their year-round strategy.