China signals: Aimer’s Sydney test, brands’ celeb scramble, Chanel’s subway misfire

Four recent developments expose the fragility of brand prestige. Aimer discovered that having Prada and Celine as neighbors doesn’t automatically deliver local customers in Sydney. Beauty and fashion houses competed fiercely for celebrity firepower as star equity proved non-negotiable. Chanel polarized audiences by staging its show in a decommissioned New York subway station. And Beijing's Aman hotel dropped the name that once defined luxury hospitality. The common thread: perception without performance is no longer sustainable. Aímer’s Sydney debut exposes the cross-cultural prestige gap Market intel: Chinese lingerie giant Aímer opened its first store outside Asia in Australia’s Westfield Sydney mall, positioning itself next to Prada and Celine. The move advances the company’s ‘Overseas 2.0’ strategy as domestic growth plateaus. Yet the label’s debut week revealed the challenge ahead: foot traffic skewed heavily toward Sydney’s Chinese community, exposing the difficulty of converting a premium retail location into genuine local market acceptance. Market indicator: Aimer’s expansion tests whether a dominant Chinese consumer brand can translate domestic equity into global prestige. A luxury precinct address is a classic image-building tactic, but success demands more than proximity to Prada. The brand must rapidly shift from serving diaspora customers to winning over local consumers — understanding different body types, aesthetic preferences, and shopping behaviors. This captures a defining challenge for Chinese brands going global: bridging the gap between functional recognition and aspirational, culturally resonant appeal. Celebrity ambassador scramble points to enduring power of star equity Market intel: In a concentrated wave of announcements, Estée Lauder named actor Zhu Yilong its Global Skincare Spokesperson, L’Oréal Paris Men appointed Xiao Zhan as Global Ambassador, and Prada officially named actress Yang Mi as a brand ambassador. Each celebrity commands tens of millions of followers, with Yang surpassing 113 million on Weibo. The moves signal intensified year-end competition to secure talent that combines massive influence with brand-aligned personas. Market indicator: In a fragmented media landscape, A-list celebrities remain unmatched catalysts for brand heat and mass-market trust in China. These partnerships go beyond visibility — brands borrow a star’s meticulously cultivated persona, whether sophistication, modernity, or reliability, to reinforce their own positioning. The strategic competition, evident in newly minted “global” titles, confirms that for luxury and beauty giants, the right ambassador is non-negotiable for market defense and growth. Aman’s Beijing departure underscores fragility of prestige in a pragmatic market Market intel: The Aman Summer Palace in Beijing, the group’s first property in China, will end its partnership with Aman on December 29 and rebrand as Beijing Yihe Hotel. The move follows a broader trend of foreign hotel brands in China shedding their international flags as property developers seek relief from high management fees, prioritizing profitability over prestige in an increasingly competitive market. Market indicator: The debranding of a luxury icon like Aman serves as a stark reminder that a prestigious global name no longer guarantees value in China. The market has matured beyond landmark status to demand measurable returns on investment. For luxury brands, the message is clear: brand aura must continuously convert into commercial performance — through distinctive experiences, operational excellence, and genuine customer loyalty — or risk becoming an expensive liability. Chanel’s subway show sparks debate on perils of ‘relatable’ luxury Market intel: Chanel’s 2025/26 Métiers d’Art show, staged in a decommissioned New York subway station for Creative Director Matthieu Blazy’s first Métiers d’Art collection, presented designs merging tailored elegance with utilitarian references. The unconventional venue generated polarized reactions, particularly on Chinese social media, where observers questioned the appropriateness of using a space associated with daily commutes as a luxury fashion backdrop. Market indicator: The controversy exposes the minefield luxury brands navigate when attempting to appear relevant. The tension lies in bridging an elite brand world with everyday life without trivializing either. For brands courting Chinese consumers — who remain highly attuned to narratives of social equity — this incident offers a cautionary lesson. Successful democratization requires cultural intelligence and authenticity, not mere aesthetic juxtaposition. As one netizen observed, sales will deliver the ultimate verdict on whether the brand’s direction resonates with customers’ values.

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China signals: Aimer’s Sydney test, brands’ celeb scramble, Chanel’s subway misfire