BUSINESSFINANCIAL TIMES WORLD
Why luxury brands are falling for Asia’s queer romance shows
Luxury brands are partnering with stars of 'boys' love' and 'girls' love' dramas as fashion ambassadors to target their devoted fan bases in Asia. The trend highlights brands' efforts to leverage the cultural popularity of queer romance shows.
Mentioned
Related Signal
Adjacent reporting
- The rise of celebrity beauty brands: How A-list products are beating luxury rivals with premium offerings - as Lady Gaga's Haus Labs foundation becomes the best selling
- From Ralph Lauren to The Row, American luxury is booming
- What's hot and what's not in the wardrobes of AI's newly minted millionaires