On February 19, Valentino, the esteemed Italian luxury brand, named renowned Mandarin pop artist Jolin Tsai as its brand ambassador. Tsai is the first Chinese ambassador to join Valentino’s prestigious global lineup. She stars in the global advertising campaign for Valentino’s Spring/Summer 2024 L’École collection, shot in New York by acclaimed fashion photographers Mert Alas and Marcus Piggott.
Valentino’s decision to partner with Tsai stems from her passion and dedication to the stage and music, making her an iconic figure in the Mandarin music scene. This aligns with Valentino’s commitment to diversity and inclusivity, encapsulated in its “DI.Vas” (coined by Valentino from the first two letters of the phrase “Different Values”) brand ethos.
Jing Daily delves into how Valentino’s ambassadorship announcement with Tsai aids in the brand’s rejuvenation and how the maison resonates with various communities via brand ambassadors.
Shared values equals more engagement#
Valentino’s creative director, Pierpaolo Piccioli, expressed his excitement about Tsai joining the Valentino DI.VAs community, citing her inclusive, innovative approach to music as qualities he admires. He believes Tsai’s work exudes a magical energy that resonates with audiences, underscoring the brand’s values.
Her multifaceted personality and inclusive values have earned her a dedicated following. As a cultural leader for a generation, resonating with Valentino’s values and desire to connect emotionally with consumers - her endorsement will elevate local consumers’ understanding of the maison.
Tsai also has strong style influence, evidenced by the avant garde wardrobe during her Ugly Beauty world tour. In January 2024, she donned various Valentino outfits for major television events in mainland China, including special custom-made Pink PP pieces and the Spring 2023 Couture collection, sparking fervent discussions on social media about her interpretation of Valentino’s style.
Thanks to the music talent’s extensive influence, Valentino’s official announcement of the partnership has amassed over 34 million reads for the Weibo hashtag “Valentino Brand Ambassador Jolin Cai.” As Tsai expressed, “I look forward to joining hands with Piccioli to bring more creativity and surprises.”
A Chinese face in a global campaign#
Valentino's decision to feature Tsai in its global advertising campaign underscores its commitment to diversity and its desire to deepen emotional connections with the Chinese market. Tsai’s inclusion adds a fresh perspective with a Chinese face that is relatable to audiences.
Alongside Tsai, Valentino’s global advertising campaign also features American supermodel Kaia Gerber and South Korean actress Son Ye-jin, showcasing a varied representation of women’s power and beauty and enriching the brand’s global narrative.
Meanwhile, the Valentino L'École collection, with its bold colors and exquisite craftsmanship, embodies the brand’s values of innovation. The collection’s handbag designs, including the Valentino Garavani VLogo Moon and Valentino Garavani Locò & VSling series, highlight the brand’s unique aesthetic vision.
The logic of Valentino’s ambassador matrix#
Valentino’s approach to ambassador selection goes beyond leveraging the star effect for sales. By partnering with ambassadors from different backgrounds and industries, the brand aims to build authentic connections with consumers, foster cultural identification, and live out its values of diversity and inclusion.
Valentino’s ambassador lineup features a wide selection of Chinese celebrities, including actresses Sun Li, Yang Zi, and Guan Xiaotong, actor Yang Yang, and singer Li Ronghao. This representation reflects Valentino’s commitment to inclusivity and its desire to connect with consumers on a personal level.
As celebrities are under the spotlight in China, luxury brands need to understand their ambassadors are not merely sales drivers but more embodiments of brand personality. Valentino understands this core logic and hence invites various stars to enrich the brand’s influence in different fields.
Thus, Valentino’s ambassadors, like its heritage, become essential brand assets. Leveraging the unparalleled influence of stars, Valentino achieves cultural identification with consumers in a broader market, setting itself apart from the competition.
Presented by Valentino.