1
Move: Laopu Gold now outranks Hermès in China.
A Chinese jeweller, whose name means “Old Shop” in Chinese, has just surpassed Hermès in China. Laopu Gold reported revenue of 31.4 billion yuan, up 220% year on year. Q1 2026 is already tracking toward 20 billion yuan - which would mean 70% of its full 2025 net profit earned in three months. Frost & Sullivan now ranks it second in China’s luxury market - behind LVMH, ahead of Hermès.
Signal: Luxury is becoming culturally local.
Laopu is not winning on price or distribution, it is winning on meaning. Tang and Song dynasty aesthetics, traditional techniques and Chinese mythology are the heart of the brand. It does not borrow Italian craftsmanship or European status codes. Imported luxury has to grow within Chinese culture, not simply distribute into it.
Is the explanation geopolitics?
Nationalism may be a comfortable explanation for Western houses - the idea that external factors are driving the shift. But, perhaps Laopu Gold is simply more relevant to its clients. There is a growing pride in China for China that is not a backlash, but a preference. What brands are being reminded of is that even if luxury travels, meaning does not always travel with it.

2
Move: Adidas made a five minute World Cup film with Timothée Chalamet.
Earlier this month, Adidas released “Backyard Legends”- starring Timothée Chalamet alongside Messi, Beckham, Bellingham, Zidane, Bad Bunny and Trinity Rodman. The theme was nineties nostalgia and football mythology. The film went viral, and has now received more than 63 million views across social platforms, becoming a cultural ‘must watch’.
Signal: The best advertising does not feel like advertising.
The film leans heavily into analogue texture and emotional familiarity. It feels crafted not commercial. A classic hero story, told through cultural and sporting icons across generations with a cliffhanger ending. Chalamet leading the narrative is an important move - he does not belong naturally to football culture, which makes the casting cultural rather than sporty.
Is the future of advertising entertainment?
Thirty second advertising will struggle to compete with entertainment that clients choose to spend time with. This film is a differentiator because its form cuts through a world saturated with content - and that’s a competitive advantage. Brands that win in the future will do so with form.
Watch Backyard Legends.

3
Move: Victoria’s Secret changes its stock ticker to VSXY.
Victoria’s Secret & Co announced its NYSE ticker will change from VSCO to VSXY on 2 June - the same day earnings will be announced. The move is part of CEO Hillary Super’s turnaround strategy, which has now delivered three consecutive quarters of growth, reframing “sexy” as something individually defined rather than imposed.
Signal: Actions speak louder than words.
Most repositioning happens in campaigns, this is happening inside the financial structure of the business itself. Clients and investors trust what brands structurally do, more than what they say - the ticker change is visible to every analyst, shareholder and media outlet. Pricing, partnerships, behaviour and, now tickers, prove momentum.
How does this support the turnaround strategy?
Because it is a public declaration from a brand that no longer wants to explain or apologise for what it stands for. Victoria’s Secret has spent years apologising – for the Angels, for the show, for the ideal it marketed. VSXY on a stock exchange, under activist pressure, in full view, signals certainty – and that is sexy.

Signals matter when they travel, share this with someone who would enjoy it.
Noorin

Image reference: Laopu Gold.
Sources: Pandaily, China’s Luxury is Changing, Business of Fashion, Laopu Gold: China’s Homegrown Jewellery Success Story, China Daily, Laopu Gold embracing Chinese culture for success, Adidas, Backyard Legends, SoccerBible, Adidas pull out the big guns, Fortune, Victoria’s Secrets CEO is so confident, SEC Filing, Victoria’s Secret & Co.