Italy’s Ferragamo and Valentino are the latest luxury fashion brands to appoint Asian celebrities as ambassadors of their respective high-end marques, as big-name brands continue to use local star-power to win over Asian consumers.
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This week, Ferragamo announced the appointment of Jeno Lee, best known as Jeno, as the Florentine company’s first global male ambassador.
Via Instagram, Ferragamo said the partnership seals the relationship between the company and the K-pop artist, who had started “building ties” prior to the ambassadorship news.
A member of South Korean boy band NCT, Jeno in February attended Ferragamo’s fall 2023 fashion show in Milan.
“We’re driven by the same passion in our creativity and feel fortunate to have [Jeno] join Ferragamo,” said Ferragamo creative director, Maximilian Davis, in a post on Ferragamo’s Instagram.
Above the caption, the Korean celebrity is pictured wearing pieces from Ferragamo’s pre-fall 2023 collection; namely a sleeveless red and white check button-up shirt, black tie and matching black trouser and shoulder bag.
“I am very excited to create a synergy with the brand and [am] looking forward to disclosing our future projects. Stay tuned on both of us,” said Jeno, in the same social media post. Also this week, Valentino announced the appointment of popular Chinese actor Yang Yang as its latest brand ambassador.
“My dialogue with Yang is cultural, generational, multidisciplinary: a complete experience of diversity and mutual appreciation. His talent relates concretely to human emotions, and I value this a great deal,” said Pierpaolo Piccioli, creative director of Valentino.
A new Valentino campaign has also been released, shot in the brand’s Rome headquarters. The images feature Yang in looks from the Valentino pre-fall 2023 collection.
The appointments of Jeno and Yang Yang follow the announcements of a slew of other Asian ambassadorships with fellow luxury brands.
Lisa, Jennie, Rosé and Jisoo of Blackpink have all inked partnerships with luxury brands Celine, Chanel, Saint Laurent and Dior. Fellow K-pop band NewJeans’ members Hyein, Hanni, Danielle and Haerin have also been appointed as ambassadors at Louis Vuitton, Gucci, Burberry and Dior, respectively.
Most recently, Bottega Veneta revealed BTS’ RM as its new brand ambassador, the Italian brand’s first-ever celebrity endorsement.