Since 2024, several international contemporary luxury women’s fashion brands have accelerated their expansion into the Chinese market. Notable names include Sézane, Sporty & Rich, French label Sessùn, Italian brand Falconeri, and Parisian brand Soeur, among others.
American Vintage store in Hopson Beijing
Source: American Vintage RedNote
Among them, French brand American Vintage has stood out—since entering China in June 2023, it has rapidly scaled, opening nine new stores in high-end shopping destinations like Beijing SKP, Shenyang MixC, Beijing China World Mall, and Wuhan SKP-S, bringing its total store count in China to 16 (Source: Luxe.co).
Digital-First Strategies
Some brands are prioritizing digital presence before physical retail. Sézane and Rouje, for example, have yet to establish brick-and-mortar stores but have launched official accounts on Xiaohongshu (RedNote) to build brand awareness.
In March 2025, Sporty & Rich, the American sporty-chic label, took a major step by launching its first Tmall Luxury Pavilion flagship store, marking a key milestone in its China e-commerce strategy.
Meanwhile, French contemporary brand Soeur, while continuing its European retail expansion (including a flagship in Milan), officially entered RedNote in January 2025, leveraging partnerships with local multi-brand boutiques to penetrate the Chinese market.
Omnichannel Expansion
Italian heritage cashmere brand Falconeri adopted a hybrid approach in 2024, debuting on Tmall while opening physical stores in Beijing’s Solana and Chengdu’s Taikoo Li. By 2025, it had also launched an official RedNote store, fully embracing China’s dominant social commerce platforms.
Market Opportunities & Consumer Trends
Based on consumer insights and firsthand observations, there remains significant untapped potential in China’s contemporary luxury segment—particularly for overseas brands that balance fashion-forward design, quality beyond fast fashion, and sustainability.
Current key players in the CNY 700–3,000 price range include Ralph Lauren, COS, &Other Stories, ba&sh, and Maje,etc. However, consumer demand is shifting toward feminine yet versatile designs, intricate detailing, and elevated comfort—areas where emerging brands can differentiate themselves.
Amid fluctuating luxury spending, contemporary luxury brands with distinctive aesthetics are capturing mid-to-high-end consumers. For instance, American Vintage and Rouje have lowered the barrier to trial with sub-¥1,000 spring/summer pieces, making luxury more accessible.
The Role of Offline Retail
Physical retail remains crucial. In 2025, Beijing’s Taikoo Li Sanlitun—a premier fashion hub—welcomed several debut flagship stores, including Toteme’s first Beijing location and Zimmermann’s third Chinese boutique, alongside Nana Jacqueline.
Yet, the market is also witnessing brand turnover. For example, Maje shuttered its Taikoo Li flagship in 2024, while &Other Stories closed its sole Beijing store in April 2025, replaced by DESCENTE.
Outlook: A Strategic Moment for Contemporary Luxury
Against a backdrop of slowing luxury sales and evolving consumer priorities—where consumers increasingly seek value-driven yet stylish alternatives—the contemporary luxury segment is gaining momentum. For international contemporary brands, now may be the ideal time to establish a foothold in China.
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Source: Luxe.co