Chanel's Embrace of RedNote Signals Shift in Luxury Trends in China

On May 30, French luxury house Chanel launched its official account on RedNote, debuting with a short film featuring model and brand ambassador Liu Wen. More than a simple platform expansion, the move reflects broader luxury trends in China—where digital storytelling, social platforms, and new consumer expectations are reshaping the market.

The video highlights Chanel’s 2024/25 Métiers d’Art collection, first unveiled in Hangzhou last December. Within days, the post garnered nearly 3,000 likes, and the account already counts over 3,400 followers.

RedNote and the Future of Luxury Trends in China

Chanel’s entry onto RedNote follows its long-standing presence on WeChat and Weibo, marking a natural but strategic progression. While Chanel Beauty has cultivated more than 300,000 followers on RedNote, the couture division had until now remained absent. Competitors like Hermès, Louis Vuitton, and Dior have long invested in the platform.

With 300 million monthly active users, China’s powerful lifestyle search engine RedNote is popular among young Chinese consumers. By 2024, 170 million users were using it monthly for product recommendations, while luxury searches rose 90% year-on-year. Its demographic—young, educated, high-spending women in Tier-1 and emerging Tier-1 cities—makes it fertile ground for conversations on fashion and luxury trends in China.

Why Chanel’s RedNote Debut Matters

The timing of Chanel’s move is significant. It comes just after the house reported its first post-pandemic decline in both sales and profits. According to the 2024 financial report, global revenue fell 5.3% to $18.7 billion, while operating profit dropped 30% to $4.48 billion. CEO Leena Nair attributed the slowdown to macroeconomic turbulence but reaffirmed that China remains one of the most dynamic markets in the luxury ecosystem.

Regionally, while Europe held steady and the Americas fell slightly, Asia-Pacific declined 7.1%, largely due to weaker China sales. Despite the downturn, Chanel invested heavily—opening 15 new Chinese boutiques in 2023, with 15 more slated for 2025 in high-potential cities such as Nanjing and Chengdu.

Reconnecting With Chinese Consumers

For Chanel, the RedNote launch is part of a broader attempt to rebuild consumer trust and value perception in China. In 2023, its Métiers d’Art show returned to China after a 15-year absence, signaling a renewed local engagement.

But narrative control remains a challenge. A 2023 behind-the-scenes video designed to justify handbag pricing backfired when netizens noted machine-executed steps, undermining the artisanal story. The backlash showed how Chinese luxury consumers now demand authenticity and transparency—key drivers in the next wave of luxury trends in China.

Chanel’s Global Position, Local Strategy

Despite headwinds, Chanel’s stature remains formidable. In 2025, it was ranked the world’s second most valuable luxury brand, surpassing Louis Vuitton. With Matthieu Blazy set to present his first collection as creative director this October, the maison is poised for a new chapter.

Yet the message is clear: luxury trends in China are increasingly shaped by social platforms like RedNote, where KOLs, KOCs, and micro-influencers (KOS) humanize storytelling and spark conversation. Chanel’s decision to join this ecosystem shows a willingness to meet Chinese consumers where they are, rather than curating from a distance.