This edition of ‘Jing Daily’s’ new KOL Tracker breaks down Chinese KOLs’ attendance at London Fashion Week. Was their presence enough to spark conversation in China?
London Fashion Week (LFW) has become a melting pot for internet stars across the globe to gain traction and leverage their visibility. The city’s fashion week schedule is famed for drawing in some of China’s most well-known KOLs, with many grabbing the opportunity to don their best outfits and support domestic designers, as well as snap some viral-worthy content while they’re at it.
This Spring/Summer 2024 season at London Fashion Week proved a popular port of call for China’s leading internet mouthpieces, from actor and singer Chen Kun at Burberry to video personality Nuria Ma at Holzweiler. Keen to expand on their digital reach, the mainland’s most-loved KOLs punctuated the FROWs and mingled with international movers and shakers.
Jing Daily’s KOL Tracker column dissects the impact these KOLs had on the conversations surrounding LFW in partnership with social media data and influencer marketing platform Lefty, as well as whether their star presence made an impression on China’s netizens.
Chen Kun at Burberry
Burberry bet big on Asian celebrity KOL power this season – the British brand invited a number of the region’s famous faces to sit front row at its showcase, which took place in Highbury Fields on Monday afternoon. One such personality was Chinese actor, singer, and Burberry ambassador Chen Kun, who was kitted out in the house’s new season checkered green suit. After being appointed as the new face of Burberry in April this year – the first Chinese ambassador in two years to achieve such status – Chen’s presence at the show was expected to make noise across China’s social media landscape.
Netizen Reaction: Photos of Chen attending Daniel Lee’s second Burberry presentation have flooded Xiaohongshu, while his official Weibo post generated over 20,000 likes. Meanwhile, Chen’s Instagram post, featuring the actor standing next to a ‘Burberry blue’ rose, has gained 2,538 likes to date.
Earned Media Value: $2.19k
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