Luxury’s High-Stakes Gamble on China’s Mini-Dramas The Business of Fashion By: Gemma A. Williams 27 October 2025 at 05:30 Brands like Loewe are betting on the craze for bite-sized soap operas, testing how far they can stretch mass-market entertainment without undermining their prestige positioning. © LoeweBehind-the-scenes shots from Loewe’s mini-drama “Love at First Swipe", a Qixi campaign series of five episodes running 40 seconds each.
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