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Jing Day by day identifies 5 names main the ‘noble girl’ influencer pattern and influencing rich customers’ premium purchases.
Regardless of difficult financial instances in China, a bunch of ladies and men from excessive web value (HNW) and extremely excessive web value (UHNW) households is sharing their every day lives on-line — attending lavish gatherings, ordering couture items, and amassing high-end jewellery — and has amassed spectacular followings.
Often called “noble women” (富家千金), these posters have gained traction on Xiaohongshu, the place 90 p.c of customers contains Gen Z people from top-tier cities. The proliferation of those KOLs is refining and reshaping the posh style tastes of younger Chinese language customers who aspire to this way of life.
Isabella Ye @1saye
Xiaohongshu: 1.85 Million followers
Complete Media Affect Worth (MIV*): $5.54 million (39.8 million RMB)
At simply 24 years previous, Isabella Ye (@1saye) stands out as a consultant of the noble girl fashion on Xiaohongshu. Standing at 170cm tall and weighing a mere 45kg, Ye is famend for her enticing, slim and chic look. Her cultivated picture of “pure, noble, and gentle femininity” has garnered a formidable following of 1.85 million on the approach to life platform.
Quite a few style accounts devoted to dissecting celebrities’ and bloggers’ “outfits of the day” (OOTD), comparable to Mumu (@沐木), regularly showcase Ye’s fashion on Xiaohongshu beneath the tag “Study the noble girl fashion from @1saye’s outfits.”
Notably noteworthy are Ye’s jewellery items, together with Graff’s butterfly necklace, Van Cleef’s Perlée clovers, and Bulgari’s Serpenti Viper, all of which have gained reputation on Xiaohongshu. Netizens imagine these high-end jewellery equipment can elevate the wearer’s picture and outfit.
Given Ye’s substantial affect, high-end jewellery manufacturers are looking for collaborations together with her. A latest tie-up with Buccellati noticed Ye co-create a publish for the Yr of the Dragon, coincidentally her personal Chinese language zodiac signal.
Within the publish, Ye showcases a Buccellati Macri bracelet, Opera Tulle pink enamel necklace, and Rombi earrings. Accompanying her is Buccellati’s silver ‘Bu BU Dragon’ trinket, designed to deliver good luck. The partnership is an astute one, as many younger women born within the Yr of the Dragon search red-themed inspiration for their very own zodiac 12 months and simply relate to Ye’s fashion. Proceed to learn the total article right here
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