CIIE: A Strategic Barometer for the World's Luxury Brands

As China's consumer landscape becomes more selective and globally integrated, the country's annual import expo has evolved into more than a trade fair. For the world's largest luxury groups and brands, it is a strategic barometer – an opportunity to signal priorities in sustainability, innovation, and cultural dialogue amid a slower but more discerning market.

LVMH

LVMH is participating for the sixth time in the China International Import Expo (CIIE) in Shanghai. This year's participation centers on the theme of sustainability. A dedicated pavilion features seven of the Group's Maisons, showcasing their creativity, craftsmanship, and environmental commitment.

The participating brands include Bvlgari, Christian Dior Couture and Parfums Christian Dior, Guerlain, Hennessy, Louis Vuitton, and Tiffany & Co. Each presents iconic products and collaborations with Chinese artisans and artists, reflecting LVMH's three-decade engagement with the Chinese market.

Bvlgari emphasizes innovation and craftsmanship under the vision "Sustainable by Innovation." Dior showcases upcycled materials and refillable product lines as part of its sustainability efforts. Guerlain highlights its long-standing connection to China and its commitment to biodiversity.

Hennessy marks its 260th anniversary with special editions, including The Horse Edition and a 2026 Chinese New Year limited release, alongside its sustainability initiatives. Louis Vuitton focuses on circular design through reducing, recycling, reusing, and repairing products. Tiffany & Co. presents ocean-inspired jewelry under its "Love for Our Oceans" initiative, emphasizing ocean conservation.

The LVMH pavilion illustrates how nature, creativity, and innovation interact within the group's vision of luxury. It states that sustainability is integral to its creative process and future direction.

Kering

Kering reaffirmed its long-term commitment to the Chinese market with its seventh consecutive participation at the CIIE. Under the theme, "Creativity Is Our Legacy," the group presented a pavilion that brought together craftsmanship, sustainability, and innovation across its houses.

Designed by Gensler, the pavilion takes inspiration from nature and integrates repurposed materials. About half of its structure, including walls and display tables, was reused from Kering's previous CIIE installation, while plant-based leather alternatives were adopted for parts of the furniture.

At the expo, Kering and Shanghai Fashion Week signed a memorandum of understanding to launch Kering CRAFT, a creative residency program aimed at supporting emerging Chinese designers and encouraging exchanges between Chinese and European artisans.

Twelve of Kering's brands are featured in the pavilion, including Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Qeelin, Ginori 1735, Kering Eyewear, and fragrance labels under Kering Beauté. Highlights include archival pieces, new collections, and specialty items such as a custom Met Gala gown by McQueen and the Asia-Pacific debut of Balenciaga's new fragrances.

Interactive digital experiences developed by the Kering Tech Digital Department, including "AR Signature" and "AR Treasure Hunt," enhance visitor engagement. The pavilion also highlights Kering's Water-Positive Strategy and the Kering Generation Award China, both focused on water stewardship. A partnership with China Resources Mixc Lifestyle was announced to advance low-carbon retail store pilots.

In addition, Kering co-hosted events with the Shanghai International Film Festival to mark the 10th anniversary of its Women In Motion program, underscoring its continued advocacy for gender equality and creative empowerment.

Dior

At the 8th CIIE in Shanghai, Dior under LVMH's pavilion presented an installation that reaffirms its focus on heritage, creativity, and sustainability.

The display features Les Saisons Imaginaires (2021), a large-scale work by artist Joël Andrianomearisos composed of silk from past Dior collections. Arranged across multiple panels, the piece reflects the LVMH theme "Dreams in Motion" and embodies the idea of creative renewal through reuse.

Dior also presents fashion models crafted mainly from certified materials, along with refillable versions of Dior Addict, Dior Sauvage, and Dior Prestige. Fabric remnants from its ateliers and other upcycled materials are transformed into hand-sewn animal figures such as dogs and insects, underscoring the brand's approach to circular creativity.

An immersive film experience highlights Dior's sustainability commitments, while a central area inspired by Dioriviera uses bamboo and rattan-woven sculptures to evoke a refined yet natural lifestyle.

Within the LVMH pavilion, the Lady Dior bag is showcased in a version reinterpreted by Chinese artist Ju Ting for the Dior Lady Art project, featuring kinetic-inspired optical effects. Judy Chicago designed a trunk with floral motifs for Miss Dior as a tribute to Catherine Dior, which is also on display.

This marks Dior's sixth participation in the CIIE since 2019, reinforcing the House's continued dialogue with China through art, craftsmanship, and responsible innovation.

Bvlgari

Bvlgari returned to the CIIE for the sixth time with the vision "Sustainable by Innovation," highlighting how craftsmanship and technology can coexist in modern luxury.

Within the LVMH Pavilion, Bvlgari offers a three-part visitor experience centered on sustainability and transparency. The journey begins with an immersive digital installation using the Bvlgari Infinito app on Apple Vision Pro, featuring episodes about colored gemstones and insights from Creative Director Lucia Silvestri.

The second section introduces Connected Jewelry, a concept that embeds a unique micro-engraved code in each piece. Visitors can scan the code with a smartphone to access details about material origins and craftsmanship, enhancing transparency while preserving the jewelry's aesthetics and wearability.

The final part focuses on product care, with on-site shining services performed by Gao Junfeng, a recipient of the LVMH Métiers d'Excellence award. The display also features creations from the Color Treasures and Serpenti High Jewelry collections, underscoring Bvlgari's mastery of colored gemstones and transformable design.

The brand's participation at CIIE reflects its continued effort to integrate traditional craftsmanship with technological innovation and sustainable practice, a theme that defines Bvlgari's evolving dialogue with the Chinese market.