How brands are harnessing luxury’s love for literature in China

Fashion’s preoccupation with written word media is growing, as more brands tap into literature to boost their intellectual capital and connect with consumer interests beyond the runway. Last month, audiences lined the streets of New York to snap up a free read from Miu Miu’s ‘Summer Reads’ pop-up at Casa Magazines. Novels handpicked by Miuccia Prada, including feminist texts from Sibilla Aleramo and Jane Austen, were dished out wrapped in a Miu Miu branded strap with a note that read: “Furthering Miu Miu’s commitment to contemporary thought and culture, books are the protagonists of Summer Reads.” Across the pond in China, long queues formed outside of Aesop’s Shanghai location in March this year, after the brand revamped the store to resemble an entirely female-authored, book-filled library for International Women’s Day. The trend arrives at a time when literature-focused KOLs are gaining traction online. “BookTok’ remains one of the most-popular hashtags on TikTok in the West, with over 33.8 million related posts, while Chinese content creators are proliferating on Xiaohongshu and Douyin with their own book-related reviews, recommendations, and commentaries. As brands lean into literature, who’s harnessing the trend best in China? Jing Daily rounds up below. Miu Miu Summer Reads pop-up Social impact: Miu Miu’s official Instagram post amassed 39,905 likes, while the hashtag has received over 5.92 million views. What happened: As part of its ‘Summer Reads’ initiative, Miu Miu unveiled a series of pop-up stands earlier this month, spanning eight countries including London, Paris, Seoul, and Hong Kong, where fans could get their hands on a free book and Miu Miu-branded popsicle. Visitors were gifted copies of two out of three feminist seminal texts – Alba de Céspedes Forbidden Notebook, Sibilla Aleramo’s A Woman and Jane Austen’s Persuasion. Fashion influencers, including New York-based Michelle Li and doctor-turned-Miu Miu runway model Qin Huilan were on the ground to share and promote the initiative on their socials wearing full Miu Miu looks. Louis Vuitton’s Shanghai bookstands Social Impact: The hashtag “LV Bookstore” garnered over 168,800 views on Xiaohongshu. What happened: Under its ‘The Art of Travel’ campaign, Louis Vuitton transformed three of China’s local coffee shops into bookstands to promote its printed collections of City Guides, Fashion Eye publications, and Travel Books in June 2023. Coffeehouses Plusone, Metal Hands, and Manner were each reimagined in the cover colors of the Beijing, Shanghai and Chengdu editions of the Louis Vuitton City Guide. Visitors who purchased two of the books could enjoy free coffee and a limited-edition, eco-friendly tote bag. Netizens posted images of the long queues forming outside of the pop-ups, as fans flocked to grab their own copy of the compendiums. Aesop’s pop-up Shanghai library Social impact: The hashtag “Aesop Women’s Library” drove over 708,000 views on social platform Xiaohongshu. What happened: In celebration of International Women's Day on March 8, Australian luxury cosmetics brand Aesop presented its inaugural Women’s Library at its signature store on Dongping Road, Shanghai. First debuting in Singapore in April 2022, the initiative aimed to elevate women’s voices and stories, as well as to foster solidarity among women. After catching wind of the project, long queues of visitors hoping to pick up a free read from the entirely female-authored book collection snaked the streets. The initiative also made noise online, with netizens praising the brand for hosting a meaningful and empowering activation for women. “I feel so grateful for Aesop’s book list and really appreciate their genuineness in empowering women,” penned Xiaohongshu user @kolonim. Lacoste’s Lonely Library Social impact: Campaign hashtags, including “Crocodile Lands In Anaya” and “Lacoste 90th Anniversary,” garnered 130 million and 57.14 million reads on Weibo. What happened: To mark its 90th anniversary, Lacoste transformed arts and culture hub Aranya into “Lacoste City” last September. Alongside hosting tennis tournaments at local tennis courts and taking over sports multi-brand store Doe, the brand also reimagined Aranya’s world-famous ‘Lonely Library’ as part of the weeklong activation. Tables were coated in the sportswear label’s signature shade of ‘foreverglades’ green, alongside Lacoste-branded publications for visitors to peruse. Documents’ scented bookstore Social impact: The opening announcement on Documents’ official WeChat account received nearly 9,000 reads. What happened: In May last year, local high-end Chinese fragrance brand Documents opened the doors to its first-of-its-kind scented bookstore located on Shanghai's Yuyuan Road. The permanent boutique, coined Yuyan’s Study, marries literature with olfactory senses via shelves lined with over 200 novels all related to the theme of trees. The store has also established itself as a vibrant cultural hub, hosting a variety of events and activities for its community of literature and art lovers.

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How brands are harnessing luxury’s love for literature in China