Overview British luxury house Burberry has collaborated with Douyin (China’s version of TikTok) to dress the short-video platform’s virtual avatars named Zaizai. “Douyin Zaizai” is a new feature that allows users to create their own avatars and socialize online. Burberry’s virtual apparel, accessories, and shoes featuring its signature TB monograms are now available for fitting. Avatars styled with Burberry were also featured on the cover of fashion magazine ELLE China, presenting various lifestyles popularized by today’s younger generation, such as camping, surfing, and skateboarding. Netizens’ Reaction Virtual avatars have become a golden ticket to connecting with China’s digital natives. The...