Chinese celebrity Dylan Wang’s personal brand D.Desirable is set to open its first store on Anfu Road in Shanghai next month, according to multiple sources. Founded by Wang in December 2022 as its creative director, coinciding with the online premiere of the hit TV series Love Between Fairy and Devil starring him, the brand follows a trend where celebrities establish brands, build online channels, leverage their influence and collaborate to expand visibility among fans and broader audiences, before venturing into offline pop-up stores and eventually opening permanent physical outlets.