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Luxury brands appoint new ambassadors for China

As China continues to show signs of recovery from the COVID-19 outbreak, luxury brands are starting to act quickly, hoping to move forward their promotional calendars and entice shopping-deprived, freshly-out-of-quarantine customers before the mark-down season hits. As reported by STYLE , after a dormant period during lockdown, these brand are releasing celebrity-driven campaigns with taglines and messages conscious of the current situation.

Lingerie giant Victoria’s Secret named Zhou Dongyu its latest China ambassador. Zhou, best known for her girl-next-door demure, who made her breakthrough starring famous Chinese filmmaker Zhang Yimou’s Under the Hawthorn Tree (2010) and won Best Actress at the 53rd Golden Horse Awards for her role in Soul Mate (2016) has been tapped by luxury brands including Burberry and Boucheron as ambassadors.

BMW is another brand hoping to harness the fan economy of Chinese new-generation celebrities. The brand appointed Jackson Yee, the 19-year-old singer-actor, as the first official ambassador for BMW in China.

Unlike BMW and Victoria’s Secret, luxury e-tailer Wan Li Mu has appointed ive celebrity ambassadors including actors Huang Xiaoming, Zhao Wei, Zheng Kai, Lei Jiayin, and Jia Nailiang. The five ambassadors will be live streaming on Wan Li Mu’s TikTok account from May 1 to May 5, the annual Labour Day “Golden Week”. The five celebrity ambassadors enjoy a strong fan base: a total of 270 million followers on their combined Weibo accounts alone.