From the moment Xi Jinping’s aircraft touched down in Moscow in March, it was clear that the world of Chinese luxury would be sent into flux. The plane’s door opened to reveal President Xi linking arms with his wife, Peng Liyuan, a famous singer, dressed in a designer navy blue overcoat with matching handbag and a light turquoise silk scarf.

Within seconds, China’s tumultuous social media was in thrall. All elements of her couture – both in Moscow and later in Tanzania where she wore pearl earrings and a light Chanel-style suit with matching handbag – were scrutinised, with millions clamouring to know which brands Ms Peng had chosen. As the answers emerged, it became clear that Ms Peng had made more than just a fashion statement – she had personified Beijing’s preferred vision for luxury in China.

The first lady’s fashion choices were for more affordable, logo-free domestic brands, marking a sharp contrast with the prevalent Chinese taste for foreign, sometimes flashy, luxury items with famous brand names prominently displayed.