Coach announced on September 29 that Chinese actress and singer Cheng Xiao has been appointed brand ambassador for its eyewear line and will front the brand’s Fall 2025 campaign. The new advertisements highlight key styles such as quilted “C”-logo sunglasses and optical frames, photographed to showcase Cheng’s ability to adapt to different looks and settings. Cheng debuted in 2016 as a member of South Korean girl group WJSN before shifting her career focus to China, where she has appeared in several popular television and film productions. With 12.9 million followers on Weibo, she is among rising young Chinese entertainers frequently tapped by global fashion brands.