Luxury Brands Xiaohongshu Case Study: HNWI Marketing on RED
Learn how luxury brands utilized Xiaohongshu’s live streaming and content strategies to enhance engagement and boost brand-related searches during Milan Fashion Week 2025.
Xiaohongshu Overview
Xiaohongshu, known for its creative and fashion-forward user base, has evolved into a pivotal platform for luxury brands looking to enhance their brand image, engage with high-potential consumers, and ride the wave of digital marketing innovation. As one of the go-to platforms for fashion inspiration, Xiaohongshu’s vibrant community has turned it into a fashion and trend incubator, especially for global events like Milan Fashion Week.
During the Spring/Summer 2025 Milan Fashion Week, Xiaohongshu once again took center stage, showcasing its ability to elevate luxury brands like GUCCI and BALLY through strategic content, live streaming, and interactive user engagement. In this article, we’ll explore two case studies from the event that highlight how Xiaohongshu boosts brand awareness and engagement for luxury fashion houses.
The Key Player in Luxury Brand Marketing
Xiaohongshu with its unique blend of social networking and e-commerce, has become the perfect platform for luxury brands to connect with China’s affluent younger generation. This platform is not only about sharing products; it’s about curating experiences and building deeper connections with consumers.
(Screenshot captured from Xiaohongshu.)
The 2025 Milan Fashion Week is a prime example of how Xiaohongshu helps brands create immersive experiences. Through live streaming, content collaborations, and user-generated content, luxury brands were able to expand their reach, increase brand loyalty, and generate conversations that continue long after the fashion shows end.
Case Study 1: GUCCI
GUCCI, one of the most iconic luxury brands, partnered with Xiaohongshu during Milan Fashion Week to bring its classic yet contemporary designs to a wider audience. Here’s how they did it:
Pre-Show: Live Stream Reservations
GUCCI introduced a live stream reservation feature on Xiaohongshu, making it easier for users to reserve their spot for the upcoming show. This strategy shortened the user journey from discovery to watching the show, ensuring that more users tuned in when the live event began.
(Screenshot captured from GUCCI’s campaign on Xiaohongshu.)
Mid-Show: Dual strategy across both discovery and search
During the live show, GUCCI utilized targeted ads and video links to drive traffic to the live-stream. By combining “real-time priority live streaming cards” and “bidding flows ads,” they ensured high visibility for their event, drawing in large crowds from Xiaohongshu’s fashion-forward community.
(Screenshot captured from GUCCI’s campaign on Xiaohongshu.)
Post-Show:
After the show, GUCCI leveraged Xiaohongshu’s content ecosystem by creating a matrix of high-quality posts, highlights from the show, and behind-the-scenes content. This extended the show’s impact well beyond the event, allowing the brand to stay top of mind for fashion enthusiasts.
(Screenshot captured from GUCCI’s campaign on Xiaohongshu.)
Results: GUCCI saw a 5x increase in brand-related searches and an 11% increase in user-generated content following the Spring/Summer 2025 Milan Fashion Week.
Case Study 2: BALLY
Another standout from Milan Fashion Week was BALLY, a brand that seamlessly blended art and fashion in a breathtaking show held in the century-old corridors of a Milanese church. BALLY not only wowed the audience with its “retro-modern” aesthetic but also with its innovative shopping experience on Xiaohongshu.
(Screenshot captured from Xiaohongshu.)
Watch-and-BuyInnovation
BALLY introduced a “watch-and-buy” feature during its live stream, allowing viewers to buy the brands in real-time. This new e-commerce experience brought the concept of instant gratification to luxury shopping, merging fashion shows with direct online purchases.
(Screenshot captured from BALLY’s campaign on Xiaohongshu.)
Results: The hashtag of #BALLY大秀 became a trending keyword on Xiaohongshu, with a 100% increase in search volume.
Why Xiaohongshu is the Future of Fashion Marketing
The success of GUCCI and BALLY during Milan Fashion Week on Xiaohongshu showcases the platform’s unique ability to merge storytelling, e-commerce, and social interaction. For luxury brands, Xiaohongshu is not just a platform to showcase products—it’s a digital space where brands can build deep connections, foster community engagement, and influence purchasing decisions.
Whether it’s through live streaming, interactive content, or influencer partnerships, Xiaohongshu offers endless opportunities for luxury brands to expand their reach and deepen their impact. The success of Milan Fashion Week is just a glimpse of what Xiaohongshu can offer for brands that are willing to embrace its potential.
Ready to Elevate Your Brand on Xiaohongshu?
At OctoPlus Media, we specialize in helping brands execute tailored Xiaohongshu marketing strategies that drive real results. Reach out to OctoPlus Media team today for a personalized consultation and start leveraging the power of China’s fastest-growing social commerce platform!
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