Gucci Secures Chinese Fans At Milan Fashion Week


On September 23, Gucci presented its Spring 2023 collection in Milan and livestreamed its show called “Gucci Twinsburg” across China’s social media platforms. In addition to sharing the show’s preludes with local audiences, the Kering label collaborated with brand ambassador Xiao Zhan and Chinese actresses Cecilia Song and Venda Li to send out video invitations on Weibo. Along with the livestreaming, the house hosted a physical screening event in Beijing, inviting local media and fashion KOLs. Guests were seated back-to-back in a mirror effect while watching the screened show, aligning with this season’s concept of “identical twins.”

Meanwhile, the digital-savvy brand kicked off a new approach to livestreaming by tapping Tencent’s Super QQ Show — the tech giant’s latest push into the metaverse. QQ users could opt to tune into the show from their private rooms or at a coastal music plaza on the virtual platform.

The Gucci Twinsburg show on Tencent’s Super QQ Show app. Photo: Super QQ Show Screenshot

Netizens’ Reaction

The show’s Weibo hashtags #GucciFW2023Show and #GucciTwinsburg racked up over 200 million and 100 million views, respectively, before the show’s livestreaming ⁠— a huge number for a warm-up campaign. The video invitation starring Xiao Zhan drove significant traffic, receiving 12.2 million views within one day. The livestream attracted over 26 million views on Weibo within an hour. In particular, traditional Chinese elements such as frog buttons and slanted plackets featured on several looks impressed Chinese audiences.

Gucci turned to Chinese celebrities Xiao Zhan and Cecilia Song to promote its Gucci Twinsburg show. Photo: Gucci


In the second quarter of 2022, Kering’s mega-brand recorded a 4 percent revenue growth on a comparable basis, which was a slowdown from the prior quarter’s 13 percent. Despite the impact of lockdowns in China during this fiscal period, Gucci has been actively engaging its local customers via online activities. In June, the house announced its collaboration with local media powerhouse Huasheng Media Group to launch a cultural artwork project called “Blooming Shanghai.” 

On the heels of the well-received cultural initiative, Gucci expanded its localization strategy to revamp the distribution of its shows. As livestreaming on social media becomes a normalized tactic among luxury players in post-pandemic China, the veteran is exploring new platforms to expand its reach. Similar to Nintendo’s hit video game series Animal Crossing, Super QQ Show allows users to dress themselves up in virtual fashion pieces and socialize in various scenarios with digital currency gained by topping up cash or completing designated tasks. This program functions as another space for brands to tap into China’s metaverse and lure in the younger generation.