Dior, the French house owned by LVMH, the largest luxury group in the world, is collaborating with China’s transgender celebrity Jin Xing for a campaign centred on the brand’s J’adore fragrance. Dior announced the news on its Weibo account with a video in which Jin Xing talks about women’s empowerment. Jin Xing is a former male ballet dancer and army colonel, and was the first person to go public about undergoing gender reassignment surgery in China. She has since become a prominent television presenter and has a significant following on social media. This bold statement from a top luxury brand like Dior reflects some progress in the acceptance of the LGBT community in China, where the rights of transgender people are only partially recognised.