Coincidentally, in the “off-duty looks of celebrities such as Jay Chou and Lisa

Coincidentally, Chrome Hearts limited-edition cross jeans, leather-panel puffer jackets, and other pieces have appeared in the “off-duty looks” of celebrities such as Jay Chou and Lisa. Timothée Chalamet and the Kardashians have also worn Chrome Hearts custom ensembles to the Golden Globes and film premieres on multiple occasions. In 2026 alone, a succession of fashion industry “iconic moments” has emerged online, and each newly revealed look has sparked widespread discussion on social media. This is how Chrome Hearts reinforces its brand status: without signing official celebrity ambassadors, it keeps generating buzz through spontaneous celebrity exposure alone.

Chrome Hearts originated in 1988 in a garage in Los Angeles, initially making riding leather jackets for motorcycle enthusiasts. Its silver jewelry was originally limited to the hardware on those jackets, but the brand later gained popularity through its hand craftsmanship and connections within Hollywood, eventually becoming a family-run subcultural luxury brand.

Chen Guoxi, husband of actress Yeo Tong and managing director of Chrome Hearts Greater China, opened the brand’s first Hong Kong store in 2007. In 2014, he led the opening of its first mainland China store at Yintai in Beijing. With a highly selective approach to expansion, he brought the American streetwear-luxury brand into the Chinese market, where it now has three directly operated stores on the mainland. Its rise through celebrity circles took Chrome Hearts from a niche audience into the mainstream, while also setting the stage for the brand’s later domestic boom in luxury resale speculation.

“At its most extreme, a pair of jeans was priced at CNY 200,000, and rumors of second-hand sales reaching CNY 1 million were circulating,” a luxury resale industry professional told National Business Daily. “Moreover, the base of this ultra-expensive pair of jeans was originally a vintage pair of Levi’s. Chrome Hearts hand-stitched leather cross appliqués onto it and replaced the hardware with sterling silver before reconstructing the piece. It began as affordable denim familiar to everyone, but its value skyrocketed after the modifications.”

“I don’t understand why this brand is so expensive, especially the jeans, and why they are always out of stock. I’ve bought jewelry and collaborative jackets priced at more than US$2,000, but the jeans are almost never available in stock,” a Chrome Hearts consumer told National Business Daily. “The quality isn’t exceptional, but it feels like an essential for trendsetters.” In her styling, wearing a Chrome Hearts jacket with a Hermès handbag serves as a status symbol—demonstrating both the means to own pieces from established luxury maisons and an understanding of niche cultural trends.