The brand aims to expand digital footprint in China despite market slowdown
Chanel has launched its official fashion account on Xiaohongshu, posting a video promoting the Métiers d’Art 2025 collection that debuted in Hangzhou last December. The clip, which runs 34 seconds and features model Liu Wen discussing her experience opening the show, has received approximately 2,700 likes and 331 comments. Over the weekend, the account attracted around 3,150 followers.
The move marks the first time Chanel has used Xiaohongshu for its fashion division, although Chanel Beauty has operated a verified account on the platform since July 2020. The launch comes as brands continue to prioritize engagement with Chinese-speaking fashion consumers through the app, particularly in the wake of shifts in the global social media landscape.
Chanel was one of the last major luxury brands to join Xiaohongshu, a platform that has seen growing adoption among fashion and beauty marketers since 2019. Originally known in the industry for its localized influence, the app — also referred to as Red Note or Booktok — reached broader international recognition earlier this year when it topped the U.S. App Store rankings amid concerns over a potential TikTok ban.
Founded in 2013 by Miranda Qu and Charlwin Mao, Xiaohongshu began as a shopping guide for Chinese travelers. It has since grown into a larger e-commerce platform, known for its focus on curated user-generated content and algorithm-driven post promotion.
Xiaohongshu now records more than 100 million daily active users, making it China’s third-largest social media platform behind WeChat and Douyin. Its user engagement model, which prioritizes peer-to-peer content and product discovery, continues to attract both domestic and international luxury brands.
In response to macroeconomic pressure and changes in consumer behavior, platforms are forming new partnerships. Last month, Alibaba’s e-commerce operations Taobao and Tmall partnered with Xiaohongshu to introduce a cross-platform shopping function aimed at driving sales.
Luxury houses began exploring Xiaohongshu’s potential well before this partnership. Louis Vuitton was the first major brand to collaborate with the app in 2019, incorporating livestreaming into its digital strategy. In 2023, it hosted a livestream event following its pre-fall show in Shanghai, showcasing a collaboration with artist Sun Yitian. That stream reached over 470,000 unique visitors, marking a high point for luxury livestreaming on the platform.
Other brands including Hermès, which joined in October 2023, as well as Dior, Prada, Gucci, Valentino, Balenciaga, Fendi, Cartier, Tiffany, Burberry, and Bottega Veneta have all established ongoing presences on the platform.
Chanel’s entry comes at a time of financial pressure. The company reported a 30 percent decline in operating profit and a 4.3 percent drop in revenue in 2024, largely due to reduced luxury spending in mainland China. Despite these challenges, the company remains focused on expansion in the region.
