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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Avoid Brand Ambassador Controversy in China

Navigating China’s celebrity ecosystem has always been a high-risk, high-reward gamble for global luxury brands, but the stakes are even higher in this volatile, politically charged year.
South Korean band BTS — Jungkook, Jimin, V, Suga, Jin, J-Hope, Rap Monster. Shutterstock.
South Korean band BTS — Jungkook, Jimin, V, Suga, Jin, J-Hope, Rap Monster. Shutterstock.

To many, Louis Vuitton’s decision to sign K-pop superstars BTS as global brand ambassadors earlier this year sounded as straightforward as it did potentially lucrative.

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