The New Allure of Overseas Chinese Influencers | China Decoded, BoF Professional

This season’s fashion weeks may be a turning point for brands’ China-focused marketing strategists, leaving them with a larger, diverse and perhaps more complex network of influencers around the globe.

With ongoing travel restrictions keeping the mainland’s key opinion leaders (KOLs) stuck at home, many brands are filling the marketing void with KOLs living outside China. Not only can overseas KOLs be an attractive alternative for brands readjusting strategies in response to Covid-19′s knock-on effects in the short-term, but they also allow them to diversify their marketing budgets in the wake of Beijing’s recent crackdown on certain celebrity ambassadors and other ostentation in the entertainment industry.

And what the overseas influencers may lack in terms of the high profiles of top China-based KOLs, they want to make up for it in other ways, including a loyal fan base. It’s no surprise then that overseas KOLs are already part and

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Gucci’s floral perfume reminds Miley Cyrus of her grandmother | Entertainment

Miley Cyrus says Gucci’s Flora Gorgeous Gardenia scent transports her back to memories of her grandmother.

The ‘Nothing Breaks Like a Heart’ hitmaker is the face of Eau de Parfum, which was relaunched this summer, and she has revealed the floral fragrance reminds her of her relative.

She told “It brings me back to her and all of our amazing memories together.”

What’s more, the perfume “represents” the 28-year-old pop megastar’s “free spirit”.

She said: “[When I smell this perfume] I think … of my garden at home, which is unruly and free.

“It represents my spirit. It’s important to allow nature to be its truest, most authentic, magical self, and that’s what I embody when I’m wearing Flora.”

For the campaign, the singer appears in a series of photos and a “fanciful” video directed and photographed by Petra Collins, with Alessandro Michele serving as creative director.


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The Bad Suit Is Now Very, Very Good

NEW YORK, NEW YORK – SEPTEMBER 13: ASAP Rocky and Rihanna attend 2021 Costume Institute Benefit – In America: A Lexicon of Fashion at the Metropolitan Museum of Art on September 13, 2021 in New York City. (Photo by Sean Zanni/Patrick McMullan via Getty Images)Sean Zanni

Let’s go back to that shrunken tux on Rocky. The red carpet is a tough thing to have fun with for men—how do you tweak a suit, after all? Any novelties seem to disrupt the garment’s essential modernist perfection. Russell Westbrook managed, though, in a dusty blue Ralph Lauren tuxedo and matching sapphires, plus coordinating hair. But a few other men did something fantastic with their tailoring proportions: gone was the skinny suit that has been the red carpet standard, and in its place was…your worst rental tuxedo. One of these looks came courtesy of Balenciaga, who dressed Elliott Page in a

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the best products by luxury brands

Whether or not we consider ourselves ‘post-pandemic’, there is a big appetite for buying luxury products again, and sales of premium beauty products are on the rise. According to the NPD Group, sales of prestige products increased by 11 per cent in the UK in the first half of 2021, against the same period last year. This rings true to the Lipstick Index theory, coined by Leonard Lauder in 2001 – which argued that during times of recession and hardship, we turn to beauty products as our little indulgences.

As far as luxury beauty products go, we are spoilt for choice with the excellent offering from the fashion houses. Louis Vuitton’s perfumes are some of my absolute favourites. Not only are the apothecary bottles completely stunning, as you’d expect, but the blends are so good that I dare you to try to stop at one spray. I’ve worn the lively,

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