Luxury in China: When Brands Step Down from Their Pedestal (But with Style). Once upon a time, luxury in China was a playground for capricious billionaires and eager nouveau riche, ready to raid a Chanel boutique like others fill their shopping carts at Lidl on discount day. But that was before. Today, in times of austerity and economic restrictions, major fashion houses have had to readjust their strategy. Gone are the diamond feasts and private fashion shows that looked like G7 summits now it’s all about democratizing glamour!

Exhibitions Instead of XXL Boutiques, after spreading flagship stores larger than imperial palaces across China during the pandemic, luxury brands have decided to come back down to earth. Their secret weapon? Beautiful little exhibitions open to the general public. Yes, you read that right: the general public! Those who were once turned away at the door for not having deep enough pockets can now admire luxury handbags up close though they’ll probably never buy one.

Just in March, Gucci, Loro Piana, and Penhaligon’s organized public exhibitions around Shanghai Fashion Week. The message is clear: “We see you, dear anonymous masses, and we have decided to dazzle you… for free. But don’t forget that if you ever win the lottery, our stores are still open.”

Among these initiatives, the exhibition Gucci Bamboo: Decoding an Icon stands out. Hosted in the historic Sunke Villa in Shanghai, it will be open to all from April 1 to April 6. A golden opportunity for those who want to learn how a simple piece of bamboo turned into a handbag handle can drive the price of an accessory higher than a Parisian flat.

Gucci promises an immersive experience, unveiling the meticulous craftsmanship behind the Bamboo bag and explaining its timeless appeal. Because, yes, an artistic narrative is necessary to convince the public that spending a month’s salary on a bag is an enriching experience (at least for the brand).

This wave of exhibitions marks a turning point. Gone are the private parties with unlimited Dom Pérignon and international DJs now brands are embracing subtler strategies to make people dream without spending too much. But make no mistake: if major fashion houses are stepping down from their pedestal, they’re doing it in high heels and silk.

One thing is certain: even in times of crisis, luxury always finds a way to dazzle. And if we can’t (yet) afford a Gucci bag, at least we can leave with a few well-framed Instagram stories. That’s something, right?

FM