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.

Owners of international brands like Lanvin and Carven faced challenges in their home market under ‘zero-Covid’ rules but China’s economic recovery is now on the horizon.

Critics say they are dystopian, but ‘flawless’ virtual influencers may be worth considering in a market where celebrity brand ambassadors have become an increasingly risky investment.

Mainland shoppers have flocked to local tourism hubs like Macau and Hainan over Chinese New Year and are expected to visit Asian destinations like Thailand and Singapore before returning in droves to European fashion capitals later this year.