Mr Bags

Gucci, Adidas and Uniqlo are all playing it safe this Chinese New Year. Will their cutesy collaborations pay off during one of the biggest moments in the global shopping calendar?

The influential fashion blogger is also collaborating with Montblanc on a limited-edition collection of women’s handbags, a new category for the brand.

BoF breaks down the business of Chinese blogger Tao Liang, better known as Mr. Bags, whose posts consistently turn faithful fans into big spenders for luxury fashion brands.