From Jeno to Xiao Zhan: Asian star power boosts MFW’s new creative wave

Milan Fashion Week is witnessing a creative overhaul. We look at how brands can amplify their reach and EMV in China with celebrities.

In recent years, Milan Fashion Week has witnessed a significant reshuffling in creative leadership. Notably, Gucci appointed Sabato de Sarno as the creative lead following Alessandro Michele’s departure last year. Maximilian Davis assumed control of Ferragamo, and Matthieu Blazy took the reins at Bottega Veneta in late 2021, succeeding Daniel Lee.

This season marked Matteo Tamburini’s debut with his inaugural collection at Tod’s, succeeding Walter Chiapponi, who departed in July to lead Blumarine. Meanwhile, Adrian Appiolaza presented his first show at Moschino, and Tina Lutz and Katie Chung unveiled their first joint collection for MCM.

How are Chinese audiences reacting to these creative changes? In partnership with marketing agency Lefty, Jing Daily delves into the Earned Media Value (EMV) of these houses and their efforts to expand the reach of their runways to the Chinese market.


Following the exit of Alessandro Michele, anticipation surrounds Sabato De Sarno in redefining Gucci’s aesthetic. As a former Valentino talent, expectations are high for his ability to reverse Kering’s recent sales downturn. Chinese netizens are also fixated on ambassador Xiao Zhan, whose presence propelled Gucci’s show livestream to over 33 million views.

However, the question arises: Can Xiao Zhan alone sustain the megabrand’s sales, especially when targeting an annual revenue exceeding 10 billion dollars?

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