This season, Camera Della Moda put on an impressive show. Yes it was Ferragamo rebrandingthe end of Versace by Paris Hilton, or The majestic 70th anniversary of Moncler display at the Duomo, the Milan Fashion Week offerings were big and bold.
Securing the public’s attention in the information age is increasingly difficult, but the Italian fashion capital has managed it. At show venues, the streets were packed with die-hard fans waiting for hours to see their favorite stars in real life, proving that luxury companies still rely on the power of influencers (and celebrities) to create viral content.
Despite the lack of many Chinese KOLs, global players still managed to make an impact on China’s internet. Here, jing daily looks at how these personalities helped attract local and global audiences.
Ferragamo
Mr. Bags posted a “plog” (photo blog) of his experience attending the Ferragamo show. Photo: Weibo of Mr. Bags
It is a new dawn for Ferragamo. Maximilian Davis has taken the creative helm and the brand logo has been reimagined in sans serif typeface. A fresh Pantone-registered color encodes the brand’s iconic hue: 3546C, a deep, emotive red that’s brighter and more youthful than its old signature red. Featured throughout the collection and venue, the new hue made a bold statement on the Florence-based company’s makeover.
Chinese KOL Mr. Bags (6.7 million followers on Weibo), who flew to Milan to attend the show, said jing daily about his enthusiasm for the collection. “I’m a big fan of the new Ferragamo,” he said. “The new creative director is full of talent and ambition. Not only were the ready-to-wear pieces very pretty, but the bags were also very good. I can see a lot of these have a lot of potential in China, both for women’s and men’s styling.” In light of this regeneration, the country could be a promising growth market for the 95-year-old home. After a slow performance in recent years, Ferragamo intends to usher in a new chapter.
versace
Paris Hilton’s barbiecore look contrasted with Versace’s other goth pieces. Photo: Versace
On a purple runway lit by black candles, Donatella Versace presented her Spring 2023 show, “Dark Gothic Goddess.” Black, purple and neon dresses dominated the gothic venue, where a star-studded cast alongside models dressed as rebel brides walked the room. For the finale, Y2K queen Paris Hilton made the biggest splash dressed in bright fuchsia. barbecue minidress, delighting and surprising guests.
According to the influencer marketing platform left handed, Versace generated organic buzz on Instagram and Weibo, placing it fifth in terms of earned media value (EMV) among Milan Fashion Week shows – earning $10.9 million (RMB 77.7 million) globally and $3.78 million (RMB 26.9 million) locally. In fact, it was the only brand in the event to have the same ranking in both the domestic and global markets. Despite the lack of Chinese celebrities to attend and promote the show, Hilton generated impressive online traffic for the Italian establishment in China. Perhaps this is because the renowned Hilton heiress enjoys a whopping 7.1 million followers on Weibo.
Dolce and Gabbana
Dolce & Gabbana partnered with Kim Kardashian for their Spring 2023 collection. Photo: Dolce & Gabbana
At one of the busiest shows of Milan Fashion Week, thousands of fans waited outside the venue to see influential royal Kim Kardashian. The reality star and businesswoman collaborated with Dolce & Gabbana to create the Spring 2023 collection called “Ciao Kim.” From body sculpting silhouettes to sparkly gowns, she presented the wardrobe of her dreams. Devoid of nearly all of the duo’s signature flashy prints (apart from leopard), monochromatic looks in black, silver, red and ivory filled the room.
Kardashian generated massive traffic for this show, as did her entire family recently. The runway earned US$15 million (RMB 106.8 million) in EMV and ranked second among the best performing brands at Milan Fashion Week on left handedworld rankings of s. However, in China, the name is not listed. Kardashian is well known to the Chinese public, but she has a limited Weibo following (227,000) and stopped posting on the microblogging app in 2019. This association has received mixed feelings there, indicating that many netizens have yet to forgive ( or forgotten) the luxury labels 2018 controversy.
Ports1961
Chinese fashion KOL Yuyu Zhangzou helped expand Ports1961’s social reach. Photo: Puertos1961
Ports1961’s minimalist approach was clear from the first glance: supermodel Bella Hadid in an ombre black tailored tunic dress. Drawing inspiration from men’s wardrobes, artistic director Karl Templer incorporated classic menswear codes into the trademark women’s ready-to-wear collection, this time in more feminine fabrics such as tulle, satin and silk. The goal? Blur gender boundaries in clothing.
Chinese model He Cong was seen wearing a satin trench coat, which received an overwhelmingly positive reaction from netizens. Fashion blogger Yuyu Zhangzou, one of the few who managed to fly to the fashion capital, amplified Ports1961’s social reach locally. In addition to sharing the live streaming link with her 3.5 million Weibo followers, the KOL also posted her total look. Clearly, the appearance of local influencers and models at such events is generating impressive traffic for brands in mainland China.
jil sander
Pastel colors dominated Jil Sander’s Spring 2023 show. Photo: Jil Sander
Under a rainy sky, the models walked leisurely through the brush holding goalkeeper umbrellas in the jil sander clue. Apart from the occasional red accessory, pastel colors dominated. In addition to clean tailoring, this season featured fringed skirts and furry dresses that created sophisticated texture and movement. These new introductions were highly appreciated by Chinese viewers, who praised the creative duo behind the label, Luke and Lucie Meyer, for taking minimalism to the next level. Native fashion blogger @PiPiJuice commented: “The style is consistently simple, casual and relaxed. The latest fringed dress looks are stunning.”
The line has great potential in the continental market, where many young buyers choose clean silhouettes over more ostentatious styles. As such, Jil Sander has accelerated its expansion in China, including opening a flagship store in Shanghai’s prestigious JC Plaza shopping mall in July. On Xiaohongshu, there are a total of 2.16 million instances of UGC (User Generated Content) related to the #minimalstyle hashtag.
Bottega Veneta
Actor Jing Boran (left) and singer Mika (right) helped boost Bottega Veneta’s social traffic in China. Photo: Weibo
Creative director Matthieu Blazy delivered Bottega Veneta’s catwalk to Italian artist Gaetano Pesce, 82, who turned the stage into a gigantic work of art. The venue featured a colorful resin floor and 400 unique chairs. Bright colors juxtaposed with the highly technical garments presented by Blazy provided a feast for the eyes. The young designer returned to the roots of the heritage house, celebrating the country’s impeccable craftsmanship and proposing a quieter luxury offering. And his exquisite attention to detail was widely praised by netizens.
To the surprise of many guests and online viewers, iconic model Kate Moss walked the show wearing a seemingly classic everyday plaid shirt. It was later revealed that her top had undergone a printing process 12 times to achieve the desired effect, while her accompanying denim pants were, in fact, leather. Thanks to the model’s aura, the T-shirt has become the most talked about garment of the parade on the Chinese website.
To directly connect with its domestic fans, Bottega Veneta hosted an offline screening in Shanghai, inviting local celebrities such as supermodel Du Juan, actor Jing Boran, actress Zhou Yutong, singer Mika, and former girl group member Liu Yase. Relying on local stars, the Italian maison, known for its intrecciato technique, amassed an impressive $2.29 million in EMV (RMB 16.3) in China according to left handed.
Source: news.google.com