The Italian fashion house Bottega Veneta is holding a repeat show of its Fall 2023 collection in Beijing on July 20. The collection was presented in Milan last month and is the house’s third with Matthieu Blazy in the role of creative director.

For the upcoming fashion show, Matthieu Blazy will create special ensembles and the show is part of the growing presence of the Bottega Veneta brand in China, including Chinese New Year advertisements on various platforms.

In February, the fashion house, which quietly quit Weibo two years ago, returned to the Chinese social media platform, a strategy that helps it gain wider exposure in the Chinese luxury goods market.

During his time as creative director, Daniel Lee Bottega Veneta suddenly deactivated accounts on major social media platforms in January 2022, on Instagram, Twitter, Facebook and Weibo.

The brand also leverages K-pop stars to drive online traffic. She specifically invited BTS’s RM to the fashion show, sparking rumors that the K-pop star may take on the role of global brand ambassador.