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China’s Spring Festival Gala Showcases the Likes of Chanel, Stella McCartney and Sankuanz

Actress Yang Mi in bespoke Guo Pei for the Spring Festival Gala 2021. Guo Pei.
Actress Yang Mi in bespoke Guo Pei for the Spring Festival Gala 2021. Guo Pei.

As a TV programme with an audience of over 1.2 billion, China’s Spring Festival Gala is an important stage for international luxury brands fighting for exposure. This year, many homegrown designers also tapped into the broadcast.

Chanel, Miu Miu, Ermenegildo Zegna, Valentino, Stella McCartney, Cartier, Boucheron, and Chaumet were among the luxury houses that dressed young stars like Wang Yibo, Karry Wang and Zhou Dongyu. A white Gucci coat worn by Gucci’s China ambassador Ni Ni quickly became a trending topic on Weibo.

With the rise of domestic designers, a number A-list celebrities chose local brands this year instead. Guo Pei, Sankuanz, Calvin Luo, Laurence Xu and Le Fame were chosen by Yang Mi, Jackson Yee, Angela Chang, Chen Linong, Dilraba Dilmurat respectively.

Meanwhile, the gala also featured a Chinese costume show that incorporated high-tech VR. Supermodels Sui He, Ming Xi and Zilin Zhang, as well as singer Li Yuchun (Chris Lee), wore outfits featuring traditional Chinese elements by the students of the Beijing Institute of Fashion Technologies and local couture brand Heaven Gaia.

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Inside the $7 Billion Dior Phenomenon