One Trailer, Fifteen Looks

The trailer was two minutes long, with a full ninety seconds dedicated to Chu Zhi's stage showcase. Seven extravagant outfits appeared in sequence: robes of satin damask, rippling silk, and double-sided cashmere.

There was a sharp-shouldered tailored jacket, an exaggerated shirt with a high Elizabethan collar, and bright lantern-style trousers.

There was a boat-neck color-blocked T-shirt that showed off Chu Zhi's well-defined collarbones, paired with striped ripped jeans and a pocket watch hanging from his belt loop instead of a metal chain.

There was a regal double-breasted suit jacket, a modified version of a British naval blazer that perfectly accentuated his frame.

There was even a black peak-lapel tailcoat with satin accents on the cuffs, worn over a low-cut vest and white shirt. No bowtie, just a scarf pinned with a tie clip.

At the time of filming, Chu Zhi had wondered if the entire production budget had gone into wardrobe. His total screen time was barely over twenty minutes, yet he had fifteen different outfits.

This time, a popular Bilibili creator known as "Weird Pigeon" [a nickname earned for constantly delaying video uploads] was the first to catch on. She synced the trailer with a foreign glam rock soundtrack, and the result was a perfect match. It looked even more glam-rock than actual glam rock bands.

Producer Sun Xi of The Center of the World Cries Out browsed the online comments:

"Girls, look at this gem I found!"

"Is Jiu-ge starring in a drama? Why haven't they promoted it?"

"I love these clothes! I want to buy some for my boyfriend."

"Girl, wake up. It's not the clothes that look good, it's the man wearing them."

Sun Xi had known this stunt might pose a major PR risk. In the trailer, the actual male lead, Hu Fengchi, only appeared for four seconds. When the series finally aired, many viewers would feel tricked.

Still, the creative team had faith that once the audience was hooked, strong storytelling would keep them watching.

Well... that was also the strategy behind The Hotel That Never Sleeps. They lured audiences into theaters with Shen Teng, only for him to appear as a poster—not even a cameo.

Over the next few days, the trailer's buzz stayed strong. While it didn't go viral across the entire internet—even a top-tier celebrity can only go so far without paid promotion—sales of similar fashion skyrocketed.

Many online shoppers think with their eyes. Glam rock makeup was already bold, and the seven outfits featured in the trailer were avant-garde enough to be conversation pieces. Most people would never dare wear them in public. Impulse buyers were likely to leave them hanging in their closets.

But avant-garde is the fashion world's battle cry. These visuals instantly caught the eye of the industry.

Take Xu Qian, for example, nicknamed the "fashion queen." She's the director of VOGUE Fashion and Beauty.

Her post read: "The third outfit resembles this year's Paris Fashion Week spring collection—quilting, embroidery, applique, and jacquard techniques enhance visual volume. Add tassels and layered embellishments for a lavish yet fluid look. The draped lining and Mexican mask motif add exotic flair. A bold design, but even more importantly, a great 'model.' #ChuZhiTheLivingClothesRack"

The fashion world and entertainment industry often overlap. Popularity does bring fashion opportunities, but it doesn't guarantee them. Some stars have all the buzz but little fashion appeal.

Why do fashion resources matter? Because the more major brands you endorse, the more your star power grows.

Otherwise, why would someone like Fan Eight-Billion have so many luxury endorsements despite having few notable projects? It all comes down to fashion capital and good publicity.

Before the scandal, Chu Zhi had debuted for only two years, but he had already graced two of the top twelve domestic fashion magazines. Among top-tier stars, his fashion presence was already elite. Think about Su Yiwu, who started even earlier and had only done four out of the five major men's magazines.

"Ever since Jiu-ge cleared his name with 25117, none of the men's fashion magazines approached us," said Niu Jiangxue. "We didn't expect the Center of the World trailer to break the ice. L'OFFICIEL HOMMES just invited us for a double cover."

Double cover means being featured on both the front and inside flap, often with different layouts. It signals strong support from the magazine. If you add the back cover too, it's a triple cover, usually reserved for year-end editions or group features.

"I think the trailer was just the final push," said Fei-ge, who loved to argue. "The real build-up came from his album, the shows, and his growing popularity overseas."

"Still, the trailer gave everything a serious boost. Without it, Jiu-ge might have needed another six months to get here," Old Qian added.

"I agree," said Fei-ge. "There's a saying in the industry: 'Minor success comes from hype, major success comes from fate.' Jiu-ge is lucky, and that's a kind of skill too."

Lucky? Chu Zhi didn't quite buy that. Three parts fate, seven parts hustle. Passion wins.

"Jiu should have been on L'OFFICIEL a long time ago," said Wang Yuan with disdain. "The fashion world always acts aloof, but who are they even posturing for?"

"Fashion magazines are cold to 'comeback' celebrities. Even though Jiu was wronged, they still treat him like someone making a comeback."

Wang Yuan knew this because she had discussed it with several fashion editors and directors.

Chu Zhi didn't fully understand the logic, but he didn't press. He reviewed the top twelve domestic fashion magazines. Two were checked—the ones his original self had appeared in.

The five major men's magazines (two large, three small): GQ China, Esquire, Bazaar Men, L'OFFICIEL HOMMES, ELLEMEN.

The seven major women's magazines (five large, two small): VOGUE China, ELLE China, Harper's BAZAAR, COSMOPOLITAN China, Marie Claire China, L'OFFICIEL, and Figaro Madame.

Why do most magazine names pair Chinese and English? Because they are either international franchises or local collaborations.

GQ and VOGUE both belong to Condé Nast in the US. Esquire is also an American brand. France has its share too—Figaro, ELLE, and the Lafont Press Group. In fact, the only original Chinese fashion brand on the list is Harper's BAZAAR China.

It's not that China isn't trying. But globally, excluding nations without basic living standards, the power to define fashion is monopolized by the US and France.

"Let's set a small goal first," said Niu Jiangxue, buzzing with excitement. "Let's get all five men's magazines."

"No male celebrity has completed that set yet," said Old Qian.

Wang Yuan added, "Su Yiwu has four men's and two women's."

"Wait, male celebs can be on women's magazines too?" asked Fei-ge, surprised.

"Of course," said Old Chen. "It's just really hard. But I think Jiu-ge could get all twelve."

The team chatted enthusiastically. Meanwhile, Chu Zhi posed himself a question:

"How famous does a celebrity need to be to drive national fashion trends and make a real global impact?"