As we enjoyed a few days off to celebrate the Mid Autumn Festival and China National Holidays, we reflect on a busy and fun September.
One of our Founding Partners, Chloé Reuter received the SHERO Award for “Women Entrepreneur” in China. As part of the week-long SHERO conference, Chloé spoke with Kresse Wesling MBE, co-Founder of Elvis&Kresse about why luxury brands have to prioritise sustainability.
As part of our in house “Reuter Academy”, all new hires take part in an induction with one of our Founding Partners. It’s a chance for them to learn about the business, our values, and vision.
As well as enjoy lunch and meet colleagues from other teams! We are also proud of our intern programme which is stronger than ever. Many of our interns go on to become full time at Gusto Luxe.
If you are interested in job openings, please check out our Gusto Luxe company page on LinkedIn.
Cointreau spoke to followers on their digital platforms using some hot buzzwords in Chinese society, depicted in cocktail receipts. Also on the brand’s WeChat mini program, followers were engaged with gamification as the mini program featured a bingo machine game that gave out exclusive prizes.
Swire Hotels told the story of their Houses – The Opposite House in Beijing, The Upper House in Hongkong, The Temple House in Chengdu and The Middle House in Shanghai. Every House has its own art, architecture, interior design, cuisine and story, and this was told across social media via a brand video campaign.
Content meets commerce: Mulberry collaborated with top tier KOLs AnnyFan and SunnieLovesFashion to promote the launch of the Mini Iris bag – a Tmall exclusive edition – through social content creation. The Mulberry store at Plaza 66 in Shanghai also hosted a Tmall livestreaming with AnnyFan.
Maje, the name chosen by its founder, Judith Milgrom, is a combination of the initials of the first names of her loved ones. In 1998, Judith decided to create clothing for active women. The Maje spirit is “resolutely feminine, understated, glamourous and bold.”
Maje collaborated with tier-1 fashion bloggers @yuyuzhangzou on Weibo and Ms. Dubai on RED (Xiaohongshu) to create styling content for its FW20 collection, interpreting different chic styles of Maje girls.
For the French fashion label, it’s clothing, not trends that at are at its core. The Sandro look is “chic, androgynous yet feminine”.
Sandro announced the FW20 collection launch working with celebrity Patrick Shi and tier-1 fashion blogger Cristine Sun, directing their fans to offline boutiques and China’s online sales platforms.
As well as opening their new Chengdu store in September, Maison Margiela invited media across China to watch the live-streaming of the new collection, MM6 Maison Margiela SS21.
Designed by the MM6 team from home, the Spring Summer 2021 Collection meets the moment – questioning the corporate and embracing the domestic.
Stacey Bendet’s Spring collection for alice + olivia is a dancing celebration of New York City’s vibrancy and creative pulse in the midst of extreme change.
The bohemian sporty collection is presented as a live socially distanced performance for New Yorkers and an invitation to experience the city and the resident artists who make it an inspiring place now and always.
Gabriela Hearst is at the forefront of a new generation of sustainable designers, impacting the industry in ways such as staging the first ever carbon-neutral show.
The brand’s China communications, strategy, media relations and social media management began, with the launch of the WeChat and Weibo accounts. Find them on Chinese social media and look out for upcoming events and more on sustainable action.
To celebrate its 1 Year Anniversary in China, premium fashion brand Everlane launched a campaign to raise awareness for the environment by highlighting the need to reduce waste. Everlane partnered with Chinese eco-conscious lifestyle pioneers: Seesaw Coffee and also Eleme, China’s largest food delivery service platform.
The campaign saw the exclusive launch of a sustainable crossover gift box made from re-used lunch boxes recycled by Eleme. The giftbox included organic coffee beans from local brand Seesaw and the iconic Everlane re-cotton T-Shirt.
Nicky Zimmermann looked close to home for her spring/summer 2021 collection. Entitled “Wild Botanica” and infused with the unique colours and textures of the Australian bush and the rich flora surrounding it, the edit is chock full of summer dresses with a difference. Fans in China enjoyed the collection launch across the brand’s WeChat and Weibo pages.
In Shanghai we celebrated the end of the month with cocktails on our rooftop.
We wish you all a very happy National Holidays!
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