GQ × Saint Laurent × Chuang
A timely editorial collaboration between GQ, Chuang — one of China’s most influential idol competition shows — and Saint Laurent.
Released at the peak of the show’s cultural momentum, the campaign captured contestants’ transformation from trainees to emerging stars, styled exclusively in Saint Laurent’s SS21 collection.
My Contributions
Led cross-industry coordination across media, entertainment, and luxury fashion partners, driving concept development and campaign execution to transform a trending cultural moment into a cohesive fashion narrative.
Deliverables included 35 portraits, 8 social videos, and 1 branded interview film.
Boys Just Wanna Have Fun
A playful visual series highlighting the contestants’ personalities beyond the stage, balancing youthful energy with Saint Laurent’s luxury aesthetic.
From Boys to Idols
A fashion portrait series documenting the contestants’ transition from trainees to emerging public figures.
Interview film
The film explored the emotional journey of young talents pursuing their ambitions, capturing a defining moment of transformation and self-discovery.
The campaign generated 94.6M views and over 100K comments across Chinese social platforms.
The collaboration positioned Saint Laurent at the center of one of China’s most influential youth entertainment moments, driving large-scale social engagement and cross-industry visibility.
