Male Idols and Branding in Chinese Luxury

Amanda Sikarskie is Lecturer in Art & Art History and Comprehensive Studies at the University of Michigan, USA. She is a historian of fashion and textiles, with a particular interest in the intersection of fashion and social media and in luxury studies. Lan Lan is Senior Lecturer at Beijing Institute of Fashion Technology, China. She received her MA in womenswear design at London College of Fashion, UK. She researches and writes on fashion education. Peng Liu is Assistant Professor at Macau University of Science and Technology, Macau. His artworks have been exhibited internationally working with wide range of mediums. His work on cultural studies and visual culture has been published in various academic journals and edited collections.

List of Illustrations
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List of Contributors
Preface: “Are you that unicorn?” Amanda Sikarskie, University of Michigan, USA
Acknowledgements
Some Notes on Pronunciation

1. Introductions: Peacocks: A Primer on Idols and Marketing in China Amanda Sikarskie, University of Michigan, USA

2. Exploring the Relationship Between Fashion Brands, Culture Idols and Fans: The Power of Naming as Market Strategy Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China

3. Idol Case Study: Wang Yibo, Aloof White Peony of Luoyang Amanda Sikarskie, University of Michigan, USA

4. Capitalizing Yaoi / Danmei Fans: Fashion Brands and Male Popular Culture Idols as Brand Ambassadors in the Chinese Fashion Market Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China

5. A Comparative Perspective: Korean K-Pop Idols as Brand Ambassadors Amanda Sikarskie, University of Michigan, USA

Epilogue: Xinjiang Cotton Amanda Sikarskie, University of Michigan, USA

Post-script: China Bans Xiao Xian Rou Amanda Sikarskie, University of Michigan, USA

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