How to win Chinese luxury fans: Unleash the next generation

From Sun Yitian artworks at Louis Vuitton’s Pre-Fall 2024 show in Shanghai to Yang Zi-designed jewelry at APM Monaco, this week’s brand collaborations spotlight a new era.

A millennial contemporary artist from Zhejiang province, Sun Yitian has already achieved what most creatives can only dream of for their entire careers: a Louis Vuitton collaboration. The Pre-Fall 2024 show, staged in Shanghai on April 18, presented a Nicolas Ghesquiere collection featuring artworks by the emerging Chinese talent.

Unlike past Louis Vuitton collaborators Yayoi Kusama or Damien Hirst, who boast storied histories, Sun’s first ever solo show was only in 2023. The collab marks a new stage in the evolution of historical luxury houses borrowing contemporary creativity from the freshest new talents.

Also in brand collaboration news this week, Chinese actress Yang Zi co-designed a jewelry collection with APM Monaco, while Tumi and McLaren are hosting a pop-up for their new bag capsule, timed to coincide with the Chinese Grand Prix.

Read on for our verdict on each co-branded spotlight and subscribe here to receive the latest brand collaboration news, and Jing Daily highlights to your inbox every Tuesday.

Sun Yitian x Louis Vuitton

Details: Pre-Fall 2024 collection

Social context: The collection’s hashtag LV24zaoqiunuzhuangxilie (#LV24早秋女装系列) has 170 million reads on Weibo. On Xiaohongshu, the same hashtag has 4.89 million views.


  • Though not well known in the West (Sun has just 5,671 followers on Instagram), Sun Yitian’s presence is growing in China. The Beijing-based artist has previously worked with K11 Musea on an installation, exhibited at the National Museum of Art in China, and presented her first solo exhibition in Paris at the Esther Schipper gallery. Continue to read the full article here