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.
Boys
A playful visual series highlighting the contestants’ personalities beyond the stage, balancing youthful energy with Saint Laurent’s luxury aesthetic.
Idols
A fashion portrait series documenting the contestants’ transition from trainees to emerging public figures.
Role: Senior Editor / Creative Production Lead
Responsibilities: Led end-to-end coordination across media, entertainment, and luxury fashion partners · Managed concept development, production planning, and campaign execution · Coordinated talent, styling, and cross-industry partner communications · Oversaw delivery of all campaign assets across portrait, video, and film formats
Results: 94.6M views and over 100K comments across Chinese social platforms, positioning Saint Laurent at the centre of one of China's most influential youth entertainment moments.
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.