Columbia’s new brand video, featuring actor Jiang Qiming, captures the essence of summer hiking, resonating with Chinese viewers.

While Shein hopes to enter the luxury sector by partnering with designers, luxury labels risk losing prestige by aligning with the fast fashion giant.

Luxury fashion sponsorships were once reserved for elitist sports like tennis or polo. But now, sports with mass appeal like soccer and basketball are looking to luxury fashion to elevate their game.

Not since Audrey Hepburn munched a danish outside Tiffany's windows has the American jeweler felt like such a dynamic part of art.

'Twas the season that Burberry joined Supreme, adidas got Guccified, and Dior dropped wearable-tech. Here’s the collaboration round-up of F/W22.

How The North Face's coveted puffers became a canvas for everyone from KAWS to Supreme without losing their outdoor credentials.

Well-known livestreamers Austin Li and Viya have millions of followers and huge online clout. Now they’re trying to help Chinese independent designers.

The Social Edition is our weekly series highlighting luxury initiatives in China’s social media landscape, including WeChat, Weibo, Tmall, Douyin, and beyond.

Mr. Bags created a new content style in China by analyzing the price, collection value, and style of luxury bags while providing practical tips to millions.

Mr. Bags, by leveraging a precise positioning on bags via a “minutes sold out” model, has become a super salesman, helping brands to sell, consumers to buy.