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Agenda-setting intelligence, analysis and advice for the global fashion community.

Luxury’s High-Stakes Gamble on China’s Mini-Dramas

Brands like Loewe are betting on the craze for bite-sized soap operas, testing how far they can stretch mass-market entertainment without undermining their prestige positioning.
Behind-the-scenes shots from Loewe’s mini-drama “Love at First Swipe”, a Qixi campaign series of 5 episodes running 40 seconds each.
Behind-the-scenes shots from Loewe’s mini-drama “Love at First Swipe", a Qixi campaign series of five episodes running 40 seconds each. (Loewe)

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China’s marketers are no strangers to bold tactics, but

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