Max Mara On-Screen

Key Takeaways: With a sophisticated understanding of China’s digital ecosystems, Max Mara has successfully built up a content-to-commerce loop. Luxury brands need to tailor social currency that can be showcased and shared with users’ friends via social platforms, per each campaign’s themes, as well as each platform’s user demographics and capabilities.

This season, Jing Daily Fashion Week Score, which evaluates how a brand’s collection resonates with the Chinese audience through a range of parameters, focuses on Paris, the last stop of the big four Spring 2021 Fashion Weeks. Of these, Paris managed to combine digital to the greatest effect and its designers took leaps of the imagination with their collections, which almost made up the lack of runway shows. But this is the new reality and fashion audiences need to readjust for the long haul.

The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and beyond. Our coverage spotlights global luxury brands, global beauty brands, and local Chinese brands. The latter gives insight into some of China’s most successful campaigns, which often come from local players, and are outside of the beauty and fashion space.