In the first quarter of 2025, Luxe.CO Intelligence tracked and analyzed a total of 105 major brand activities by luxury brands in the Chinese Mainland, and selected the five most noteworthy cases for industry benchmarking, offering exclusive commentary.
(Note: Listed in alphabetical order by brand name, without implied ranking.)
Dior opened a new standalone menswear boutique at Chengdu Taikoo Li, which also features a CAFÉ DIOR BY ANNE-SOPHIE PIC.
Luxe.CO Commentary:
Dior has unveiled a standalone menswear boutique at Chengdu Taikoo Li, meticulously showcasing a full range of products from ready-to-wear to handbags, accessories, and footwear. The store also houses the second Dior Café in the Chinese Mainland, created in collaboration with Anne-Sophie Pic—the only female chef in France to hold three Michelin stars.
This “fashion + gastronomy” hybrid concept reflects how luxury brands are increasingly investing in and emphasizing multidimensional lifestyle experiences.
As a fashion landmark in Southwest China, Chengdu Taikoo Li draws a high-end clientele known for both their style and purchasing power, in addition to attracting visitors from across the country and abroad. Dior’s decision to establish a menswear boutique and café here not only appeals to a broad base of local consumers and tourists but also strengthens emotional connections through immersive experiences, enhancing the brand’s presence on social media and in lifestyle circles.
Dior’s deepening presence in the Chinese market in recent years is evident not only in the launch of category-specific stores but also in exhibitions that bolster its brand image. Last year, Dior held the grand “L’Or de Dior” exhibition in Beijing and the “DIOR LADY ART #9” artist collaboration series in Shanghai.
As Jean-Jacques Guiony, CFO of Dior’s parent company LVMH Group, stated in October last year, “We should continue to invest in the brand in China—whether in stores, in marketing, or in media and events as part of our marketing efforts. We will continue to do so.”
Kiton opened its first-ever global VIP ROOM on the sixth floor of Beijing SKP.
Luxe.CO Commentary:
Enhancing VIC (Very Important Client) engagement and loyalty has become a central objective for luxury brands. For Kiton, the Italian luxury tailoring house known for its exclusivity and craftsmanship, VIC clients are especially vital.
Kiton’s opening of its first-ever global VIP ROOM at Beijing SKP demonstrates the brand’s deep commitment to the Chinese market and its long-term strategic vision. This private, highly customized space allows Kiton to strengthen its relationship with high-net-worth clients further. As a premier luxury retail destination in Asia, Beijing SKP attracts a concentrated base of affluent consumers, making it a natural choice for Kiton’s inaugural VIP ROOM.
In addition to offering dedicated spaces for VIC clients, Kiton has also reinforced its ties with elite customers through a series of bespoke tailoring roadshows. In 2023, Kiton relaunched its global bespoke tour in the Chinese Mainland after a three-year pause, hosting numerous custom events at its boutiques in cities including Beijing, Hangzhou, Shanghai, Xi’an, Chengdu, Shenzhen, and Nanjing.
These efforts are reflected in the company’s financial results. In 2024, Kiton’s revenue rose 10% year-on-year to €225 million [approximately USD 238.9 million], driven by its continued focus on bespoke services and its strategic expansion in international markets, particularly in the U.S. and Asia.
Company President and Women’s Creative Director Maria Giovanna Paone noted, “What supports our solid performance is not only the U.S. market, but also our expansion in Europe and China. Our retail business grew 10.2% year-on-year, while wholesale grew 10.6%.”
Loro Piana held its first-ever global retrospective exhibition, “If You Know, You Know,” at the Museum of Art Pudong (MAP) in Shanghai.
Luxe.CO Commentary:
This marks Italian luxury brand Loro Piana’s first retrospective exhibition in its 100-year history, and it is also the first luxury brand exhibition hosted by the Museum of Art Pudong since it officially opened in July 2021.
The exhibition tells the story of Loro Piana’s relentless pursuit of excellence in textiles through an extensive array of archival materials, iconic works, and carefully selected fabrics. It vividly illustrates the brand’s evolution from a small textile workshop into one of the most sought-after luxury names in the world. In celebration of its centennial, Loro Piana also launched the commemorative book Master of Fibres, highlighting its heritage and craftsmanship.
Known for its “quiet luxury” aesthetic and focus on high-quality materials, Loro Piana has earned prestige among a select group of ultra-wealthy consumers. This exhibition presents a rich, multidimensional narrative of the brand’s story and values, boosting brand recognition and expanding its reach among high-end consumers. For brand executives and industry professionals, the exhibition serves as a valuable case study on how a discreet and refined brand can organize and communicate its brand assets.
Two days before the official opening, Loro Piana also held the “Cashmere of Excellence Awards” at MAP, honoring six herding families from Otog Banner in Ordos, Inner Mongolia, for their dedication and contribution to the production of this precious fiber.
In recent years, Loro Piana has been expanding its presence in the Chinese market. Following the launch of its first global VIC Salon at Shanghai Plaza 66 last year, the brand opened its second VIC Salon in China at Nanjing Deji Plaza, underscoring the importance of the Chinese market.
Financially, Loro Piana has also seen strong performance. During LVMH’s 2024 annual results call, Group Chairman and CEO Bernard Arnault praised the brand’s performance, describing it as a “great success” with double-digit growth.
Prada launched its first independent dining space in Asia—”Prada Rong Zhai”—at Rong Zhai in Shanghai, conceived and designed by acclaimed director Wong Kar-wai.
Luxe.CO Commentary:
This marks the second collaboration between Prada and Wong Kar-wai, who drew inspiration from the philatelic concept of “Tête-bêche” to design the space.
Located on the second floor of Rong Zhai, the café and restaurant offer all-day dining, including brunch, afternoon tea, and dinner, curated by renowned Italian Michelin-starred chef Lorenzo Lunghi and pastry chef Diego Crosara.
As Prada’s cultural hub in China, Rong Zhai symbolizes the brand’s long-term commitment to and cultural engagement with the Chinese market. Since reopening to the public in 2017 after a six-year restoration, Rong Zhai has hosted a variety of cultural programs targeting the Chinese audience.
Notable events include the site-specific installation MIÀN curated by director Jia Zhangke, Belgian artist Michaël Borremans’ first solo exhibition in the Chinese Mainland, The Promise, and Li Shuang’s solo show Distance of the Moon.
Beyond art and culture, Prada has extended its presence into sports and entertainment. In 2023, the brand appointed athlete Yang Shuyu as an ambassador and became the official partner of the China Women’s National Football Team, providing formal and travel attire. In 2024, director and actress Jia Ling was announced as a new brand ambassador. Earlier this year, Prada launched its podcast series featuring five guests from the worlds of art, architecture, and cinema, with episodes themed around the Year of the Snake.
On the financial side, in March 2025, the Prada Group reported its full-year 2024 results: net revenue reached €5.4 billion [approximately USD 5.7 billion], reflecting a 17% year-on-year increase at constant exchange rates, well above industry averages. The Prada brand continued its solid growth momentum.
Qeelin explored Dong ethnic culture with a Lunar New Year short film shot in Zhaoxing and Huanggang villages in Qiandongnan, Guizhou, featuring global brand ambassador Zhang Yixing and local Dong singers performing the classic polyphonic folk song “Zu Gong Luo Zhai”.
Luxe.CO Commentary:
What sets Qeelin apart from other luxury jewelry brands is its deep-rooted origin in Chinese culture.
After previously capturing the natural beauty of the Yulong River in Yangshuo, Guilin, Qeelin has again tapped into Chinese folk traditions. The “Dong Grand Song” Lunar New Year short film not only introduced young audiences to Dong culture but also evoked strong emotional resonance, reinforcing the brand’s connection with the public and helping build a distinct cultural identity.
Beyond its cultural storytelling, Qeelin continues to express Chinese aesthetics through jewelry design. Examples include the Hanfu Bo Bo pendant, a limited edition of 18 pieces that incorporates traditional Hanfu elements. At its 2025 High Jewelry Private Exhibition recently held in Shanghai, the brand showcased new pieces inspired by Dunhuang murals, Chinese landscape paintings, and lion dances. Reportedly, many pieces were purchased on-site by clients.
Of note, last year, Qeelin partnered with the Dunhuang Grottoes Conservation Research Foundation and the Dunhuang Academy to launch its first research project dedicated to the decorative elements of the Dunhuang Grottoes.
Qeelin’s strong momentum in the Chinese market is also reflected in Luxe. CO’s exclusive ranking. According to the 2024 Luxury Jewelry & Watch Brands in China Power Ranking, Qeelin ranked fifth.
｜Image and Video Credit: Official brand channels, Luxe.CO
｜Editor: Zhu Ruoyu
