Louis Vuitton Picks Xiaohongshu for First Chinese Live Stream Fashion Debut

LIAO SHUMIN

(Yicai Global) March 27 — LVMH Moet Hennessy Louis Vuitton, the world’s biggest luxury group, has for the first time live-streamed its release of fresh Louis Vuitton products on a Chinese platform during its almost three decades in China’s mainland.

The Paris-headquartered firm’s launch of LV summer handbags and ready-to-wear attracted over 15,000 viewers in just an hour on Alibaba-backed lifestyle platform Xiaohongshu, better known as Little Red Book overseas, Chinese media outlet 36Kr reported.

Editor: Emmi Laine