Louis Vuitton is making bold moves in China, fully embracing new digital formats in its just-announced partnership with the country’s most talked-about live-streamer, Austin Li.
In the campaign, the two go on a treasure hunt in a Shanghai colonial-era mansion. Song wears a headband and carries a Boite Chapeau Souple bag with a red Vivienne bag charm and key holder. Li is seen standing behind her decked out in a pair of gray trousers and a monogrammed shirt from the pre-fall collection.
Every day, around 14 million people tune in to watch his candid live reviews on fragrances, skin-care and cosmetic products on Taobao. His disapproval is known to dent sales in the world’s largest luxury market. For example, last month his public disdain for Hermès new lipstick line during one live-streaming session sent chills across the daigou world in Europe and North America, as they saw demand for the lipstick, which is not yet released in China, briefly plummet.
The recent COVID-19 lockdowns in China further boosted his popularity. Over the past month, he hosted 24 live-streaming sessions, including crossovers with famed pianist Yundi Li and Yang Mi, one of the most successful Chinese actresses. It generated 33.27 billion views and received 61.55 billion likes. He reviews on average 20 to 27 products each session. He also trademarked his catchphrase “Oh my god, buy it, buy it,” this week in China.
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