Skip to main content

Agenda-setting intelligence, analysis and advice for the global fashion community.

Celebrity Marketing in China: Why the Stakes Are Rising

Chinese celebrities made a comeback at the European shows this season, but the brands hosting them see the country’s A-listers as more high-risk, high-reward than ever amid fresh scandals and tightening government regulation.

(L-R) Beth Ditto, Jodie Turner-Smith, Xiao Zhan, Marco Bizzarri and Julia Garner at the Gucci show during Milan Fashion Week Autumn/Winter 2023. — (L-R) Beth Ditto, Jodie Turner-Smith, Xiao Zhan, Marco Bizzarri and Julia Garner at the Gucci show during Milan Fashion Week Autumn/Winter 2023. (Getty Images)

By

Tiffany Ap

14 March 2023

BoF PROFESSIONAL

After a more than two-year hiatus, Chinese celebrities and influencers made their return to the major global fashion weeks. For the first season since the loosening of Covid-19 travel restrictions, Chinese VIPs like actor-singer Xiao Zhan and musician Cai Xukun made for social media gold at luxury brand events.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

About the author

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

In This Article

Topics

China

Location

China

Tags

Consumers

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China

On-the-ground intelligence and insights from the world’s largest fashion market.

This Week: What Moncler, Estée Lauder Have to Say About China

This Week: What Moncler, Estée Lauder Have to Say About China

An emerging narrative this earnings season is that China’s troubled fashion market is stabilising. This week’s results will put that theory to the test.

Trump Extends China Truce for 90 Days, Averting Tariff Hike

Trump Extends China Truce for 90 Days, Averting Tariff Hike

Had the truce not been extended through Nov. 10, US tariffs on Chinese goods would have jumped to at least 54% starting on August 12.

Estée Lauder Companies, L’Oréal Suffer as China Duty-Free Spend Continues to Fall

Estée Lauder Companies, L’Oréal Suffer as China Duty-Free Spend Continues to Fall

The once-promising Chinese travel retail market is showing little signs of recovery, causing global beauty giants to reevaluate their strategies and reduce promotions.

Why China’s Gold Jewellers Are the Envy of Global Brands

Why China’s Gold Jewellers Are the Envy of Global Brands

With soaring profits and rapidly expanding store networks, ‘heritage-gold’ jewellery brands like Laopu Gold and Lao Feng Xiang are red-hot in China’s otherwise tepid luxury market.

Latest News & Analysis

Unrivalled, world class journalism across fashion, luxury and beauty industries.

Underdays and Foundrae Are Hiring on BoF Careers

Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

© 2026 The Business of Fashion. All rights reserved. For more information read our , , and .