U.S. blockbuster The Great Gatsby has inspired a plethora of marketing opportunities for luxury brands in the United States, including a full-scale New York costume exhibit from Prada, which designed part of the wardrobe for the film, and an ad campaign from Brooks Brothers that met with its fair share of ridicule for misuse of a famous quote from the book. However, it’s not just U.S. companies that see the film as a marketing opportunity–Gatsby-esque fashions have been cropping up in China as well.
On the more luxe end of the spectrum, Vogue China is heavy on the Gatsby content, with a photo spread, movie-inspired jewelry slideshow, and “behind-the-scenes” footage. The magazine has put its own Chinese spin on a Great Gatsby-style photo shoot which takes after a similar version in Vogue‘s U.S. magazine. Featuring Prada and other brands that costumed the film, including Tiffany, the shoot dresses Chinese supermodels Du Juan and Sui He in Gatsby-inspired 1920s attire as they pose in decidedly modern locations of Beijing including Wangfujing’s high-end shopping area and the shiny Sanlitun complex. The magazine refers to the shoot as a “modern deduction of that resplendent, incomparable golden decade,” while also pointing out that the clothes are a modern take on classic styles. For marketing these looks in China, demonstrating the outfits as “modern” appears to be just as important as showing off their vintage appeal.