Celebrity-endorsed school down coat sells quickly at Central Academy of Drama

A school down coat, which has been worn by several famous former and current students, has been selling like hot cakes at the Central Academy of Drama (CAD) in Beijing, Beijing Youth Daily reported.

The CAD sells the long black coats, which have the school name printed on them, to faculty and students every winter as a uniform.

However, the customized coat has become difficult to buy this year, after many celebrities who study at or have graduated from the CAD are often seen wearing it in public.

Actor Liu Haoran, an undergraduate at the CAD, has caught the attention of entertainment media for often wearing this style of coat.

Actor Liu Haoran, an undergraduate at the CAD, is photographed wearing the customized long down coat in public. [File photo: Sina Weibo]

A large number of fans have used every means possible to buy a down coat in the same style as their idols, which has caused a sales rush at the CAD.

The coat is limited to one per person at price of 600 yuan (around 91 US dollars) and 670 yuan for the female and the male versions respectively.

On the afternoon of November 21, students at the CAD formed a queue hundreds of meters long to buy a coat for themselves or a friend.

Students wait in a long queue to buy special long down coats at the Central Academy of Drama in Beijing on November 21. [Photo: Sina Weibo]

On that day, there was a shortage of the coat in sizes M and L.

Some students resell their down coats on online second-hand platforms at a price several hundred or even a thousand yuan higher.

"A new batch of down coats is being made at the factory now," said Sun Daqing, press spokesperson for the CAD, asking students to be patient.

In response to the speculative reselling of coats for profit, Sun stated, "The act is in violation of school regulations, and violators will be strictly dealt with if discovered."