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

Eileen Gu’s China Choice Proves Lucrative, For Now

Sponsors, from luxury jeweller Tiffany & Co. to local sportswear giant Anta, have seen major spikes in searches for products worn by superstar skier at the Beijing Winter Olympics.
Hashtags related to Eileen Gu's victory at the Winter Olympics were simultaneously the first, second, fourth, sixth and seventh most-popular topics in China’s Weibo platform.
Eileen Gu is sponsored by two dozen brands, from French luxury conglomerate Louis Vuitton to mass market Chinese sportswear maker Anta. (Getty Images)

When Eileen Gu won Olympic gold in the Big Air, sales of her red Anta ski suit, complete with slipdrag reduction technology, surged 20-fold on Chinese e-commerce platform

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