Chinese actress Fan Bingbing was named a global ambassador for Montblanc in April, the latest in a long list of luxury labels to tap her celebrity talent. Photo: EPA-EFE

Fan Bingbing or Mr Bags? It’s celebrities vs KOLs in China’s luxury fashion market

In China’s online world, where the influence of key opinion leaders is growing fast, luxury brands now have to carefully consider whether that big traditional celebrity ambassadorship is really going to work for them

Topic |   Fashion in Hong Kong and China

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Chinese actress Fan Bingbing was named a global ambassador for Montblanc in April, the latest in a long list of luxury labels to tap her celebrity talent. Photo: EPA-EFE
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