As luxury brands catch wind of China’s KOLs star power, they’re wasting no time in snatching them up as global ambassadors, seating them FROW, and dressing them for their worldwide step-and-repeats.
Last week was no different. For the 77th Cannes Film Festival, which took place from May 14 to 25, brands churned out the looks for China’s big-league attendees.
The seven-day celebration has emerged as a valuable launchpad for luxury, says Alison Bringé, CMO at Launchmetrics, noting that the event provides “many opportunities for international visibility with a sophisticated audience.”
This year at Cannes, a constellation of Chinese celebrities showed up, including actress Elaine Zhong, who wore a Valentin Yudashkin gown with jewelry from Tiffany & Co, Wan QianHui in custom Harvey Cenit, Crystal Zhang in Atelier Versace, Guan Xiaotong in archival Elie Saab, and Lay Zhang in Qeelin.
Louis Vuitton bet big on star duo Eddie Peng (Yuyan Peng) and Chinese actress Tong Liya – who perform alongside each other in Chinese feature film and 2024 Cannes Un Certain Regard prize winner Black Dog – with two custom looks.
Other Chinese luminaries in tow included acclaimed actress Zhang Ziyi in Maison Margiela couture and Polo Ralph Lauren, Yang Mi in custom Loewe (Yang was appointed as brand ambassador for the house in September) and actor Li Xian in Prada (Xian joined Prada as official global spokesperson in April last year).
Making a splash online#
The Croisette’s famed steps have seen a notable uptick in Chinese talent over the past few years, in line with the festival’s efforts to level up its cultural inclusiveness.
As the event inches its way into China’s mainstream consciousness, the presence of domestic famous faces is lighting up social media.
Zhang Ziyi’s return to the carpet garnered 30.39 million views on Weibo under the hashtag Zhang Ziyi Consort Xi Returns to Palace (#章子怡 熹妃回宫), clinching second spot on the platform’s hot search list.
Meanwhile, a hashtag dedicated to Yang’s appearance, Yang Mi’s Successful Appearance at Cannes (#杨幂戛纳有效出国), amassed 43.5 million views on the same platform, while Tong Liya’s carpet stint racked up 70.92 million views under the hashtag Tong Liya’s Cannes Red Carpet Debut (#佟丽娅戛纳红毯首秀).
Guan Xiaotong’s presence also made noise online. The hashtag Foreign Media Praise Guan Xiaotong’s Cannes Look as Best Dressed (#外媒评关晓彤戛纳最佳造型) has racked up over 130 million views on Weibo, and sat at number 5 on the hot search list for over 10 hours.
Missed the boat?#
While Louis Vuitton, Loewe, and Prada banked on China’s red carpet presence, others seemed to miss the boat.
Including Gucci, who dressed American actress Elle Fanning for the festival’s closing ceremony, and Miu Miu, which dressed actress Joey King in a custom pastel gown. The latter’s decision to not tap China’s stars was particularly surprising, given the brand’s stellar success across the APAC region this year.
In their absence, smaller creatives seized the chance to shine through.
Popular Chinese TikTokers Jia Q and Shi made their maiden appearance wearing outfits designed by their families and loved ones, eschewing luxury brand endorsements in favor of something more authentic. Both outfits incorporated elements that represented their Chinese cultural heritage.
Actress Wan QianHui took a similar approach, opting to support lesser-known creatives including Vietnamese label JoliPoli Couture and Filipino designer Harvey Cenit.
As China’s idols crack the international stage, high-profile events like the Cannes Film Festival offer brands an optimal moment to bolster their local credibility. Those who pass on the chance risk losing their position in the market.