From Xiao Zhan to Gu Eileen: Milan Fashion Week secures spotlight leveraging Chinese stars ...Middle East

Host to luxury’s biggest brands, the Spring/Summer 2024 edition of Milan Fashion Week (MFW) is under the media and fashionistas’ spotlight. The anticipated debut shows of Sabato de Sarno for Gucci and Peter Hawkings for Tom Ford, as well as the celebration of Moschino’s 40th anniversary, dominated online conversations as big-spending maisons shrewdly pushed to new publicity heights. For instance, homegrown down coat label Bosideng invited Chinese-American Olympic freestyle skiing champion and global brand ambassador Eileen Gu to open and close its MFW show, marking her runway debut for a Chinese clothing brand. Gu’s video garnered 6.26 million views on Weibo. Homegrown down coat label Bosi

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From Xiao Zhan to Gu Eileen: Milan Fashion Week secures spotlight leveraging Chinese stars ...Middle East

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