What happened: #
Valentino has officially announced a new Brand Ambassador from China: Beijing-born actress Yang Zi (also known as Andy Yang). The 31-year-old star, whose acting career spans more than two decades, has multiple film and television credits, including Ode to Joy, Go Go Squid! and The Oath of Love.
Valentino and Yang celebrate their collaboration in a campaign featuring the spring 2024 collection and the new Valentino Garavani VLogo Moon handbag. The maison’s historic motif, the Rose-Rouche 1959, blossoms for spring appearing as hand-crafted 3D roses. Yang seeks to embody the essence of the collection through elegance, confidence, and a bold spirit that defies convention.
“I am happy to share my idea of beauty with the genuine talent of Yang Zi. Her personal interpretation of Maison Valentino's romantic codes is proof of empathy and curiosity,” says Valentino creative director Pierpaolo Piccioli.
Speaking about her new role with Valentino, Yang says: "I find resonance with Valentino's spirit of creativity and innovation. For me, the exploration of fashion and acting both spark creativity and imagination. Creative Director Pierpaolo Piccioli's avant-garde approach to fashion is genuinely impressive. I'm more than delighted to join Valentino as a brand ambassador, looking forward to a future where we can collectively explore more possibilities."
The Jing Take: #
Valentino refers to its ambassadors as “Di.Va.s,” which stands for icons of “DI.fferent VA.lues” as part of creative director Piccioli's vision of fashioning a cultural comeback. Di.Va.s are chosen for their “multi-faceted character of inner values,” creating diversity in their respective fields while fostering cohesion and inclusivity.
Yang joins the powerful presence of Di.Va.s from China, including actresses Sun Li and Guan Xiaotong, singer Li Ronghao and actor Yang Yang. This diversified group – which has a combined local fanbase in the tens of millions on Weibo – helps Valentino tap China’s younger generations with individualized style and progressive values. Yang herself has more than 60 million Weibo followers.
Valentino encourages authentic interpretations from its Di.Va.s. Its previous China campaign for this year’s Singles’ Day festival starred brand ambassador Guan Xiaotong fronting a red and black-focused collection with a concealed punk streak.
As well as swelling its ranks of China ambassadors, Valentino has lately been embellishing its localized storytelling by staging immersive shows in Shanghai in partnership with Sleep No More, painting a Christmas tree in its trademark “China Pink PP” color, and other marketing initiatives designed for sharing on social media.
For the current holiday season, the Italian maison extends its long-term partnership with luxury British retailer Harrods. A series of festivities includes massive Valentino Pink PP Christmas trees glimmering outside Harrods stores in Shanghai and London; a pink-themed afternoon tea set; and a Valentino food truck serving mulled wine and hot chocolate, making sure that China enjoys a very Valentino Christmas — and no doubt, that these will translates to a boost in gift season sales.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.