Luxury label Lanvin had some big news this week with the brand announcing that it has signed its first global brand ambassador. And who has it unveiled? Step forward Cheng Yi.

Cheng Yi – Lanvin

The Chinese actor has been described by the company as being “part of a new generation of actors redefining contemporary Chinese culture on a global stage. A trailblazing artist at the epicentre of the entertainment industry”.

Yi has appeared in over 15 films and TV series over the past 11 years and has “an appreciation for traditional elegance” as well as being “a natural addition to the developing universe of Maison Lanvin”.

The company hasn’t shared any details of activity that its new star signing will take part in, but it’s likely we’ll se him in ad campaigns, on red carets and as a major presence during fashion weeks.

Stars of both the Chinese and South Korean entertainment worlds have become increasingly important to European luxury brands in recent years. That’s both because of the all-important Chinese ad Korean consumers they resonate with, but also because of their growing appeal to a wider, global audience, particularly affluent younger consumers.

A report from WeArisma last month highlighted how APAC celebrities were crucial for brands being talked about at the most recent Fashion Month. For instance, Louis Vuitton‘s appointment of Hyein, Taeyeon and Felix as brand ambassadors boosted both mentions and media visibility. 

And Gucci invited Ni Ni and Liu Weng to its show, resulting in “significant” Chinese press coverage.

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