The Social Edition
Gucci Secures Chinese Fans At Milan Fashion Week
Gucci kicked off a new approach to livestreaming with its Spring 2023 runway show by tapping Tencent’s Super QQ Show app. Read More
Helena Rubinstein Sets The Bar For Nostalgia Marketing
Helena Rubinstein’s campaign film starring Faye Wong and directed by Wong Kar-wai drove significant social buzz on Chinese social media. Read More
Diesel Mounts Giant Inflatable Sculptures In Shanghai
OTB-owned fashion brand Diesel presented shocking pop-up installations in Shanghai, which will likely benefit its expansion in China. Read More
Burberry Brings Its Signature TB Monogram To Chinese TikTok
Burberry collaborated with Douyin to dress the short-video platform’s virtual avatars named Zaizai. Which brand will be next to leverage the feature? Read More
Jordan Brand Jumps Into China’s Metaverse With Tencent
Jordan Brand has teamed up with Super QQ Show to launch exclusive digital fashion pieces in celebration of its 25th anniversary in the Chinese market. Read More
Will Boucheron’s Gaming Collab Score With Chinese Women?
Boucheron launched a joint project with Tencent’s mobile game "Light and Night," rolling out a video to celebrate the birthday of the male protagonist. Read More
Fragrance x Accessory: How Chinese Brands Create Unexpected Collaborations
Chinese fragrance brand Documents announced its collaboration with local accessory brand Yvmin, dropping a limited-edition gift box for the Qixi Festival. Read More
Nike x Jacquemus Rides Hype In China
The Nike x Jacquemus collection has finally dropped in China, combining designer Simon Porte Jacquemus’ iconic Parisian style and Nike’s vintage ACG pieces. Read More
From Tom Ford To Loewe, China’s Week In Social
The Social Edition is our weekly deep dives series which analyzes luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat,… Read More
Roger Vivier Bets Big on New Brand Ambassador
Roger Vivier announced homegrown actor and singer Allen Ren as brand ambassador. What's the bigger vision behind the partnership? Read More
