The tastes of China’s wealthy are shifting away from designer goods with flashy logos to more understated luxury brands, the chief executive of French fashion house Chloe said Friday.

That shift has helped Chloe become one of the Swiss luxury goods company Richemont Group‘s fastest-growing labels in China, its CEO said.

“China has been very fast at picking up the most well-known brands,” Geoffroy de la Bourdonnaye said in a group interview.

Tom Ford’s new Spring Summer 2011 eyewear campaign featuring Abbey Lee Kershaw and Arthur Sales.

The United Kingdom is aiming to attract an altogether different class of visitor with the launch of a new marketing campaign with Dubai-based airline Emirates.

A new marketing campaign dubbed “Britain. A tradition of Luxury” is unashamedly targeting wealthy individuals — those with over $1 million in disposable funds — to persuade them that Britain is worth visiting.

The campaign, which launched February 25, is being launched in China, India, Singapore and the United Arab Emirates, which includes Dubai and Abu Dhabi.

Bentley and its luxury leather partner Ettinger have devised a range of modern must-have personal accessories to be launched at this year’s Geneva Motor Show.

Inspired by the Beluga and Hotspur interior trim colours of the Bentley Continental Supersports, the capsule collection of leather items in black and red leather with contrast stitching includes keyrings and iPad, iPhone and Blackberry cases.

The collections include everything from purses and wallets, passport cases, luggage labels and portfolios, as well as the iconic Bentley key case.

In an effort to distance itself from accusations of being elitist, this year’s Michelin Guide France 2011 has revamped itself to cater to the mainstream diner.

This year’s edition, to be released March 3, has expanded its “Bib Gourmand” section with a listing of 601 restaurants offering a complete prix fixe (fixed price) menu for less than 35 euros in France –the largest selection in its history.

Bib listings are considered restaurants that offer “good food at moderate prices.”

Featuring model Anne Vyalitsyna in a breathtaking backdrop of Capri, the Louis Vuitton’s Spring/Summer 2011 Cruise Collection is based on four themes – 60s styles colorama, modern nostalgia, Lolita on the road and 50s Hollywood glamour.