The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Armani beauty has announced Chinese actor and singer Yi Yangqianxi, also known by the English name Jackson Yee, is its new global make-up and skincare ambassador.
Yi, who rocketed to fame as a member of the TFBoys boyband has been a China ambassador for Giorgio Armani make-up since January 2020, and an Emporio Armani global ambassador since August 2020.
The 20-year-old star ranked first in the 2020 edition of Forbes’ China Celebrity 100 list and is no stranger to brand partnerships. He is currently also a brand ambassador for Tiffany and Co., and a global fragrance spokesperson for Bulgari.
Yi was also one of the Chinese stars that recently cut ties with international brands for taking a stance against using cotton sourced from Xinjiang in their supply chains, ending his affiliation with Adidas.
The French beauty giant’s two latest deals are part of a wider M&A push by global players to capture a larger slice of the China market, targeting buzzy high-end brands that offer products with distinctive Chinese elements.
Post-Covid spend by US tourists in Europe has surged past 2019 levels. Chinese travellers, by contrast, have largely favoured domestic and regional destinations like Hong Kong, Singapore and Japan.
While travel to Europe remains muted, Chinese shoppers are flocking to Singapore, Thailand and other Southeast Asian destinations where fashion retailers are hoping Lunar New Year marketing investments will pay off.
Local fashion designers experimenting with puffers and other down clothing have scored collaborations with outerwear companies like Moncler and attracted the attention of prominent international retailers like H.Lorenzo.