Fashion Houses Taps Asian Ambassadors for SS19

The notable trend for spring-summer 2019 other than monotoned resort wear is that of big names in fashion enlisting Asian based celebrities as their new ambassadors.

Liu Haoran for Armani Exchange

Most notable names are Armani Exchange who used the service of Chinese actor Liu Haoran, and Louis Vuitton who took rising star Li Yifeng for their new Tambour watch release. Both figures shared their duties with global celebrities Martin Garrix for AE and Justin Theroux and Sophie Turner for LV.

Liu Haoran for Louis Vuitton
William Chan for Ermenegildo Zegna XXX

The latest in this trend was menswear specialist Ermenegildo Zegna which included Hong Kong singer and actor William Chan in their campaigns – along with American actors Boyd Holbrook and Andre Holland.

Shawn Yue for Tommy Hilfiger
Yoo Ah-in for Diesel

This strategy is of course part of the brands’ attempt to penetrate further into the Asian Pacific market, where said icons have quite the following. Two years ago Tommy Hilfiger made a campaign featuring Hong Kong actor Shawn Yue and just last season Diesel brought Korean actor Yoo Ah-in to join their a-list of influencers that includes Nicki Minaj and Gucci Mane. Watches like Breitling and Montblanc have also gone with the same path.

Huang Xuan at the Dior Men SS18 show
G-Dragon at the Chanel FW18 show

Asian boys have started to be part of the world fashion scene since Dior got mushy with Chinese actor Huang Xuan and Chanel with Korean superstar G-Dragon a couple of years back. The importance of Asia also reflects significantly when houses starting to have their shows in the continent, such as Dior Men in Tokyo and Tommy Hilfiger in Shanghai.