The 15 Most Successful Livestream Fashion Marketing Campaigns in China

Radar Report #15 features insights into the 15 best Metaphysics campaigns in China and the 4 marketing trends driving their success.

Livestream fashion marketing is redefining how brands connect with audiences, blending cultural heritage, urban lifestyles, outdoor adventures, and cutting-edge tech. In this April 2025 edition, we explore four transformative trends and spotlight campaigns that are setting the stage for immersive, trendsetting experiences. Let’s dive in!

Trend 1: Cultural Fusion

Merging Tradition with Modern Fashion
Brands are weaving traditional and contemporary cultural elements into livestream runway shows, using performances and storytelling to create immersive experiences that resonate with heritage-loving audiences. By integrating cultural symbols, performances, and creative urban aesthetics, these shows create a bridge between heritage and modern fashion, captivating younger audiences with meaningful storytelling.

• BOSS x Creation of The Gods
  BOSS’s themed runway show on Douyin recreated the Longde Palace, featuring treasure chest puzzles, drum beats, and classical dance performances. The #BOSSNewYearCreationOfTheGods campaign, boosted by actor @Li Yunrui, garnered 25 million views and 21,000 live viewers.

• CHANEL x Impression West Lake
  CHANEL’s 2025 Métiers d’Art show in Hangzhou blended Chinese aesthetics with the brand’s signature craftsmanship. Set against the Lotus in the Breeze backdrop, the event, led by Liu Wen, hit 97 million views, with #CHANELWestLake sparking 2.1 million discussions.

• Moncler Genius City Annual Creative Show
  Moncler’s livestreamed show on RED, Douyin, and WeChat fused cultural artistry with urban creativity, featuring 10 themed runways like an urban forest. With international celebrities like Anne Hathaway and a 20-minute finale by @Henry Lau, the #MonclerGenius campaign achieved 57 million views and 3 million interactions.

Trend 2: Urban Fashion

Reflecting City Life and Empowerment
Brands are embedding urban lifestyles into livestream runways, focusing on young professionals, female empowerment, and citywalk culture to craft relatable narratives. These urban-inspired shows resonate by reflecting real-life experiences, empowering viewers through relatable styling and narratives that connect with modern city dwellers.

• Max Mara x Douyin
  Max Mara’s Chinese New Year’s Eve show on Douyin celebrated urban women with a festive setup and block printing activities. Featuring@Liu Tao, the #MaxMaraFashionShow achieved 1 million views, a 51.3x fan growth, and 10 million RMB in GMV.

• Mo&Co x Douyin
  Mo&Co’s "Escape Wednesday" show turned office life into a runway drama, with @Cai Wenjing and comedian @门腔 discussing workplace style. The #MOCONewLaunchShow drew 2.1 million views and 22,000 concurrent viewers.

• MARIUS x Douyin
  MARIUS’s immersive runway showcased backstage and office life, with guests like 杨天真 sharing career insights. The #mariusFrontRowShow reached 1.14 million viewers, boosting GMV to 50 million.

• ZARA x The Night Live Show
  ZARA’s Shanghai citywalk show on Nanchang Road, hosted by @You Tianyi, blended street scenes with fashion chats. Streamed across platforms, it hit 26 million views, with 30,000 live viewers on RED and Douyin.

Trend 3: Outdoor & Lifestyle

Embracing Adventure and Wellness
Brands are integrating outdoor adventures, cultural tourism, and wellness into livestream runways, mirroring young consumers’ lifestyles for deeper emotional connections. By mirroring outdoor and wellness-focused lifestyles, these shows create authentic connections with audiences seeking adventure and balance in their daily lives.

• Bosideng x Harbin Sophia Cathedral
  Bosideng’s "Tribute to Ice and Snow" show in Harbin featured Olympic champions and a pop-up at Ice and Snow World with VR skiing. The #WearBosidengExploreHarbin campaign earned 160 million views.

• PEACEBIRD x Bram Van Diepen
  PEACEBIRD’s "Nature As Teacher" show on Douyin recreated the Danxia landform, showcasing outdoor styles. With @余三火, the #PEACEBIRDVolcanoDownJacket campaign hit 830,000 views.

• KOLON SPORT x Douyin
  KOLON SPORT’s "Nature Holds the Answer" show in a mountain setting featured campfire discussions with @金瀚 and others. The #KOLONNewShow drew 450,000 viewers, ranking among top outdoor livestreams.

• HEYTEA x Slimming Show
  HEYTEA’s botanical "Slimming Show" on Douyin promoted healthy juices with plant-inspired fashion. Featuring He Cong, the #The2024HeyteaGrandCeremony garnered 38 million views.

Trend 4: Tech & Innovation

Elevating Runways with XR and AI
Brands are using technologies like XR and AI to create dynamic, immersive livestream experiences, blurring the lines between virtual and physical worlds for stunning storytelling. Tech innovations like XR and AI are revolutionizing livestream runways, offering visually captivating experiences that deepen audience engagement and redefine brand storytelling.

• Columbia x Douyin
  Columbia’s XR-powered show transformed the stage into icy wildernesses, with KOLs showcasing outdoor gear. The #Columbia3in1Jacket campaign reached 32 million views, enhancing realism through tech.

• LILY x Douyin
  LILY’s "Urban Skyline AI Runway" used AI to craft shifting cityscapes, with Victoria Song hosting workplace discussions. The #TheSenseOfIntellectualEase campaign hit 15 million views.

• AIGLE x Douyin
  AIGLE’s virtual runway journeyed from Paris to Shanghai, showcasing urban-outdoor style. The #AIGLENatureJourney boosted sales by 3.7x, with 300,000 total viewers.

• Douyin Fashion Week
  Douyin Mall’s "Yadan Style" show in Shanghai featured six trend-driven runways, with Huang Ling performing live. The #DouyinFashionNewArrivals campaign achieved 17 million views and 360 million social media impressions.

Livestream fashion marketing is pushing boundaries by blending cultural depth, relatable lifestyles, and innovative tech. From Moncler’s fusion of urban artistry to Columbia’s XR wilderness, these campaigns show how brands can captivate audiences in 2025. Which trend inspires you the most? Share your thoughts!

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Resonance is a digital / social media marketing agency based in Shanghai, China. Our service is “everything digital x social marketing”. We’ve been around since 2008 and have done great work for many of the world’s most well-known lifestyle brands. Visit us on the web or email us to find out more.

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