What happens when luxury fashion brands tap into the F&B industry in China

Luxury brands are venturing outside of their core market segment, especially when it comes to Asia. Beyond expanding into fashion-related sectors, such as beauty and jewelry, several luxury fashion brands decided to tap into the F&B industry. In 2015, Gucci made the move to open a restaurant called “1921 Gucci Café” in Shanghai’s luxury shopping […]

Max Mara in China: the fashion brand chic women always wear

Founded in 1951 in Reggio Emilia, Italy, Achille Maramotti turned Max Mara into one of the most prestigious women’s fashion brands with his great grandmother’s heritage of “theory of cutting.” Today, Max Mara is a luxury fashion empire operating in about 105 countries with over 2,500 single-brand stores and 10,000 multi-brand stores, including 35 labels […]

‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu


On March 12th, 2022, the latest part of Tiffany and Co’s Not Your Typical City campaign was released on Xiaohongshu(小红书, Chinese equivalent of Instagram) – a selection of reels (short, entertaining videos) where global ambassadors individually share their opinions on New York City, dressed head to toe in the new Tiffany Knot Collection.  The under-30-second […]

China Chic: The Emergence of Chinese luxury brands


Nowadays Chinese consumers are a major driver of growth for the global luxury industry and their importance is bound to increase in the years to come. Indeed, mainland China is expected to become the world’s largest luxury goods market by 2025, thereby surpassing the regional share of the Americas and Europe. Covid-19 travel restrictions induced […]