Luxury brand Balenciaga under Kaiyun Group recently announced that French actress Isabelle Huppert and Thai actor PP Krit Amnuaydechkorn have become brand ambassadors. This is the first official ambassador of Balenciaga in over a century, and both actors have previously collaborated with the brand.
The statement sent by the PR team of Balenciaga to Interface Fashion stated that Isabelle Huppert and PP Krit Amnuaydechkorn "possess outstanding creative talent, values, and lifestyle, and are the best representatives of the brand's contemporary community.". Isabelle Huppert has become a close friend of the brand since her first collaboration in 2021.
This official announcement signifies that the Balenciaga family intends to place itself in a more proactive position. Luxury brands have no different pursuit of celebrities in the entertainment industry from China on a global scale. They not only sponsor established actors to award ceremonies, but also pay attention to young stars for exposure.
After the Korean drama "Squid Game" became popular worldwide, Louis Vuitton quickly signed the female lead Zheng Haoyan as the brand ambassador, and Chanel also selected her to appear in skincare advertisements. These two brands have collaborated with many veteran actors who have already won Oscars.
For brands undergoing transformation, collaborating with young artists is more important as it allows them to showcase their determination to change to both consumers and investors. Taking Prada as an example, in addition to choosing Cai Xukun and Li Xian in China, it also appoints Korean pop stars such as Somi and Hunter Schafer and artists who have become popular for youth themed TV dramas abroad.
But whether in China or abroad, young and globally influential artists are always scarce. Artists who become famous through their English works are the first choice and are more likely to receive high standard title treatment, but they need to compete. But the obvious trend is that artists from South Korea, India, China, and Southeast Asian countries are now also being followed, and social media allows some of their influence to transcend their home country borders.
Furthermore, candidates with multiple cultural backgrounds can help luxury brands output a diverse and inclusive image. In this era of extreme sensitivity to cultural sovereignty, one of the most feared things for luxury brands is being accused of having a disrespectful attitude towards a certain culture. From the most direct commercial perspective, consumers in specific markets will also enhance their recognition of the brand because the brand spokesperson comes from the local market.
However, many luxury brands do not want to lower their own style while embracing young consumers. They often combine different types of combinations. Just like how the Balenciaga family appointed Isabelle Huppert while selecting PP Krit Amnuaydechkorn. The two not only attract different types of consumers, but also complement and present the image of Balenciaga.
