Louis Vuitton has appointed Xu Minghao, also known as The8 from the K-pop group Seventeen, as its latest brand ambassador. Xu has had an ongoing relationship with the brand, having attended multiple Louis Vuitton menswear shows and participated in editorial and creative projects, including music production for the brand’s Fall/Winter 2025 menswear presentation. Most recently, he appeared at Louis Vuitton’s “Painting in Motion” art exhibition at Espace Louis Vuitton in Beijing. Xu Minghao has 8.48 million followers on Weibo.