Tensions over Hong Kong and its sovereignty spilled over into the fashion industry.
Chinese celebrities cut ties with Coach and Givenchy because they identify Hong Kong and Taiwan as independent nations.
Americans may not be familiar with Liu Wen, but the Victoria's Secret supermodel represents Coach in China.
And she wrote on the microblogging site Weibo Monday she ended her endorsement deal with the American handbag and fashion brand over a T-shirt that lists Taiwan as a country.
Beijing considers the island a renegade province.
Coach has apologized, saying it had found what it called a "serious inaccuracy" back in 2018 and had immediately pulled the shirts.
It said it "deeply" regretted the design.
Chinese boy band idol Jackson Yee said on Weibo he cut ties with Givenchy.
One of its T-shirts listed Hong Kong and Taiwan in a similar way.
Givenchy apologized Monday.
Donatella Versace also said she was sorry after her firm was bashed on social media for T-shirts depicting Hong Kong and Macau as countries.