There was a time when Asian representation was even rarer than diversity itself in fashion. When an Asian celebrity landed a major luxuryLuxuryrefers to a state of exceptional comfort, elegance, and quality, often characterized by premium craftsmanship, exclusivity, and superior experiences.Go to Luxury Glossary campaign or ambassadorship, the appointment could become news simply because there were so few of them. That’s hardly the case anymore. Some of Asia’s biggest actors, musicians, and idols are now familiar faces at fashion weeks and in global promos, and Gucci’s new Primavera campaign puts five of them in the same cast.
Photographed by Michal Chelbin, Primavera brings together ten international personalities, half of whom are Asian: Gucci Global Brand Ambassadors Jin of BTS, NINGNING of aespa, and Chinese actor and singer Xiao Zhan, alongside Tarzzan of ALLDAY PROJECT and South Korean actress Lee Young Ae.
RELATED: Exploring Peggy Gou’s Quirky Bag Collection
High Fashion Wants In on Asian Star Power
The range alone says plenty. Jin comes with the global reach of BTS, NINGNING with aespa’s foothold in music and fashion, and Xiao Zhan with an established career in Chinese entertainment. Lee Young Ae brings decades of screen recognition, while Tarzzan represents a much newer name through ALLDAY PROJECT.
For luxuryLuxuryrefers to a state of exceptional comfort, elegance, and quality, often characterized by premium craftsmanship, exclusivity, and superior experiences.Go to Luxury Glossary brands, their value also comes from audiences already invested in what they do and what they wear. Any appearance they make can travel through fan communities within minutes. That makes their presence in Primavera worth noting beyond representation. The campaign accompanies the collection shown during Demna’s debut fashion show for Gucci, making these stars some of the faces introducing his vision for the House.
So yes, Gucci gets it. If attention is a currency, then Asian stars rule now.
Photos: GUCCI
