5 hot new Asian celebrity brand ambassadors named this July: from Stray Kids’ Hyunjin with Versace and Cartier x BTS’ V, to Esther Yu for Moschino and TFBoys member Roy Wang’s Bally campaign
This July was overloaded with global fashion news, including a myriad of Asian actors, music artists and K-pop celebrities being named brand ambassadors for some of the world’s most luxurious fashion houses.
Keep scrolling for this month’s most significant Asian brand ambassador announcements.
1. Esther Yu x Moschino
Italian luxury house Moschino announced Chinese musician and actress Esther Yu, 27, its newest global ambassador. Yu, known for her work in the show A Romance of the Little Forest, stars in Moschino’s pre-autumn 2023 campaign, per WWD.
Moschino shares the same sentiment, declaring that “[Yu’s] charismatic intuition and enchanting performances seamlessly harmonise with the brand’s bold and avant-garde spirit”.
2. Stray Kids’ Hyunjin x Versace
Italian fashion house Versace marked its first foray into the South Korean music scene when it announced K-pop Idol Hyunjin, 23, as its global brand ambassador. The Stray Kids member will star in Versace’s festive campaign, which is scheduled to launch in November.
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The K-pop star also had positive comments about the collaboration, saying he was “both inspired and honoured to play a part in the house’s truly amazing heritage”. He added, “I can’t wait to experience the artistic synergy with Donatella.”
3. Girls’ Generation’s Yoona x Qeelin
Qeelin, one of the world’s leading Chinese jewellery designers, announced South Korea’s queen of the stage and screen Yoona, 33, as its latest spokesperson.
By partnering with Lim, the brand founded by Hong Kong-based Dennis Chan hopes to appeal to a broader international audience. The campaign images posted on Instagram feature Yoona wearing the label’s iconic Wulu collection.
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4. BTS’ V x Cartier
Cartier cited V’s “magnetic gaze” as a perfect match for the brand’s feline collection. “V follows his trajectory with the same determination as the panther,” said Arnaud Carrez, Cartier’s senior vice-president and chief marketing officer.
5. TFBoys’ Roy Wang x Bally
Chinese actor, musician and humanitarian Roy Wang, 22, has been named as the latest global ambassador for Bally.
Bally’s CEO Nicolas Girotto expressed why the heritage brand, established in 1851, selected Wang, saying: “The versatility of his multidisciplinary career, coupled with his social engagement and modern sense of style, perfectly match Bally’s pioneering spirit and values.”
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Wang will appear as the face of Bally’s autumn 2023 campaign, shot in the label’s homeland of Switzerland amid the country’s stunning landscapes.
- Luxury brands have tapped a number of new ambassadors from Asia this month, from Moschino’s pre-autumn campaign with A Romance of the Little Forest’s Esther Yu to Versace’s festive shoot with Hyunjin
- Girls’ Generation’s Yoona is the new face of Chinese jewellery brand Qeelin, BTS’ V models the Panthère de Cartier collection, and TFBoys’ Roy Wang partners with Bally