Dior Partners China’s Transgender Star Icon Jin Xing

In a bold move, Dior had snagged an endorsement deal with China’s transgender star Jin Xing for its signature fragrance, Dior J’adore.

The endorsement was announced last week on Dior’s official Weibo account, which has four million followers, and on @DiorFragrance, with almost 600k fans.

Jin Xing is a popular dancer, choreographer, and TV presenter with 13 million followers on social media. Jin has also appeared alongside Li Bing Bing in a Dior branded content video discussing women’s independence and diversity, as part of the #diorstandwithwomen campaign.

The fashion industry in China has been the forerunner to gradually change the negative attitudes towards the trans community there. For example, popular Chinese athleisure brand Maia Active had included a transgender woman in its recent campaign and now with a major international luxury label joining into the mix, it’s apparent that more brands will join the bandwagon.