Dior AW2020, the most buzzing live runway show on Chinese social medias

For the Autumn/Winter 2020 collection, in the context of a confined China, Dior leveraged the power of Chinese ambassadors to increase the attention on their “live” runway on the Chinese influential platform: Weibo.

After the livestream show that took place on February 25th, Dior tagged their Chinese ambassadors, major fashion medias and KOLs to invite them to share their impressions and feedbacks on their collection and how they felt about this unique digital experience.

Dior tagged interacted with their Chinese ambassadors and fashion medias, even they could’t attend the show


At the beginning of the backstage video, Maria Grazia Chiuri sent her warm regards in a speech full of emotion to China and Chinese guests that couldn’t attend the show.

“Dear friends from China, i send my most sincere blessings at this special moment. I am convinced that you will overcome the difficulties. I deeply regret your absence of this runway show. Hope to see you again soon.” 

@ Maria Grazia Chiuri’s regards to Chinese guests and consumers


The final views of the live reached 12.3 million which made Dior become the most successful online runway on Chinese social medias.


For more fresh insights about luxury brands activation in China, please contact @The Chinese Pulse for “China Trend Editions Feb – Mar 2020 Issue“.

The Chinese Pulse is also launching a new prospective study to prepare for the after epidemic area in China:
Coronavirus _ What’s Next ? The impact in contemporary China for today & tomorrow



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