Core Insights - The urban romance drama "You Light Up My Life" has unexpectedly become a hit during this year's National Day holiday, quickly topping various popularity charts and achieving over 30,000 in site heat within four days [1] - The lead actress Zhao Lusi has significantly boosted the popularity of "Zhao Lusi's styles," leading to a surge in searches and sales for fashion items associated with her [4] Industry Trends - The concept of "celebrity styles" has become a key strategy for fashion brands, with significant sales increases observed for items worn by celebrities [6][8] - For instance, the brand Moonmoi saw a 642% increase in search volume and a 51.7% year-on-year sales growth after Zhao Lusi wore one of their items during a live stream [6] Brand Strategies - New designer brands are leveraging celebrity endorsements to gain visibility and sales, with brands like OfAkiva experiencing a 50% year-on-year sales growth in 2024 due to celebrity recommendations [9][10] - The cost-effectiveness of using celebrity styles instead of traditional endorsements allows brands to reach consumers in a more relatable manner, enhancing conversion rates [11][14] Market Dynamics - The rise of "celebrity styles" has led to a proliferation of online stores specializing in these items, such as Dsonline, which has seen significant growth by focusing on celebrity collaborations [16] - The market has shifted towards a more mature consumer base that values quality and brand integrity, leading to a decline in demand for cheap imitations [18] Regulatory Environment - E-commerce platforms like Taobao are implementing measures to protect original designs and reduce the prevalence of counterfeit products, enhancing the market for authentic "celebrity styles" [17][18] - The introduction of certification for genuine celebrity styles on platforms is helping to ensure that traffic and sales are directed towards original creators [18]