Cannes Film Festival: Did brands miss an opportunity with China’s KOLs, A-listers?

As the festival expands its international lens, Chinese stars are becoming a mainstay on the red carpet. Are some luxury brands missing a trick?

As luxury brands catch wind of China’s KOLs star power, they’re wasting no time in snatching them up as global ambassadors, seating them FROW, and dressing them for their worldwide step-and-repeats.

Last week was no different. For the 77th Cannes Film Festival, which took place from May 14 to 25, brands churned out the looks for China’s big-league attendees.

The seven-day celebration has emerged as a valuable launchpad for luxury, says Alison Bringé, CMO at Launchmetrics, noting that the event provides “many opportunities for international visibility with a sophisticated audience.”

This year at Cannes, a constellation of Chinese celebrities showed up, including actress Elaine Zhong, who wore a Valentin Yudashkin gown with jewelry from Tiffany & Co, Wan QianHui in custom Harvey Cenit, Crystal Zhang in Atelier Versace, Guan Xiaotong in archival Elie Saab, and Lay Zhang in Qeelin.

Louis Vuitton bet big on star duo Eddie Peng (Yuyan Peng) and Chinese actress Tong Liya – who perform alongside each other in Chinese feature film and 2024 Cannes Un Certain Regard prize winner Black Dog – with two custom looks.

Other Chinese luminaries in tow included acclaimed actress Zhang Ziyi in Maison Margiela couture and Polo Ralph Lauren, Yang Mi in custom Loewe (Yang was appointed as brand ambassador for the house in September) and actor Li Xian in Prada (Xian joined Prada as official global spokesperson in April last year). Continue to read the full article here