Bvlgari has appointed Chinese language actor Yang Yang, the main man in certainly one of China’s hottest dramas of the yr, “You Are My Glory”, as its latest spokesperson. The transfer comes after the LVMH-owned jeweller minimize ties with the scandal-ridden Kris Wu in July, amid rape allegations.
Bvlgari’s announcement comes throughout a troublesome time for manufacturers to work with Chinese language celebrities, who’re dealing with a authorities crackdown. Authorities have allegedly taken measures to clamp down on theirperceived unfavorable affect, from eradicating their recognition rankings, regulating fan merchandise gross sales and lately banning “effeminate males and different irregular aesthetics” on tv.
Earlier within the month, the Chinese language authorities banned the looks of male celebrities — on each tv and video streaming websites — deemed as “sissy males”. Utilizing a Chinese language derogatory time period “niang pao” — actually “girlie weapons” — Chinese language cultural authorities defined they had been rolling out a rule to purge “morally flawed celebrities” so as to “right aesthetics” in “performing types” and “wardrobes and makeups”.
The ban of effeminate males on broadcasting platforms displays official concern that Chinese language pop stars, influenced by the modern, modern look of some South Korean and Japanese singers and actors, are failing to encourage China’s younger males to be masculine sufficient.
Together with that, the published regulator additionally moved to ban movie stars with “incorrect” politics, cap salaries and rein in movie star fan tradition. Tv corporations and web platforms had been additionally informed to “strictly management the collection of program actors and company, and uphold political literacy, ethical conduct, inventive stage and social analysis as choice requirements,” in keeping with an announcement from the Nationwide Radio and Tv Administration.
According to this, actress Zheng Shuang, was fined 299 million yuan final week on tax evasion costs in a warning to celebrities to be optimistic function fashions.
Bvlgari, which has 2 million followers on Weibo, can leverage Yang Yang’s fan base of 56 million followers. The Italian luxurious model is just not alone in recognising this chance. Cartier has tapped on Jackson Wang to drive engagement for its Pasha de Cartier marketing campaign, and Tiffany and Co. named Jackson Yee a worldwide ambassador final yr.
Lately, Italian luxurious home Fendi additionally appointed Chinese language actor Xu Kai its newest model ambassador. The actor has 17.7 million followers on Weibo and has been collaborating with the model since 2018. Xu Kai appeared within the model’s newest marketing campaign for Qixi, certainly one of China’s variations of Valentine’s Day, in August.