22:531GB

We are in the age of “golden spoon children” of luxury brands

We are in the age of "golden spoon children" of luxury brands

2022 is the year of the crowning of ambassadorial contracts, in which, K-pop idols are so familiar with being named and being the global representative for many luxury brands such as Louis Vuitton, Gucci, Dior, etc. Miu Miu.

We are in the age of “golden spoon children” of luxury brands

Let’s recall how long it took Jennie BLACKPINK to go from being a regular guest at the CHANEL runway to being a Korean regional ambassador and then a global ambassador. Even the name “human CHANEL” is favored by fans before any pictures of Jennie are posted on the official Instagram of the fashion house.

The female idol debuted in 2016 and is often seen wearing costumes and attending company events. Even before the official announcement of the position of House Ambassador on March 6, 2019, there were still many doubts and rumors about the relationship between Jennie and CHANEL. Many people question whether Jennie is the face of the campaign or simply she always deliberately “follows” the French fashion house.

How many MVs do Dua Lipa have to film in Versace, and how many red carpets to walk to finally be named the ambassador for her favorite brand? Appearing continuously with products from Versace’s wardrobe throughout 2019, Dua Lipa’s journey from fan to being the face of this brand has spanned many years.

It is impossible to count the times this pop star appeared on the red carpet in Versace outfits. Even though “Versace” music videos such as “Levitating”, “Don’t Start Now” and “New Rules” have been released for a long time, it is not until 2021 that the pop star’s position is revealed. take.

It is no coincidence that Chau Tan has a predestined relationship with Chanel. Since 2009 Chanel appeared in every ups and downs of Chau Tan’s life, from the red carpet of awards/honors ceremonies to the “hallway” of charity concerts, or even when the divorce news was released. The first time she was invited to the Chanel show was in 2007 at Paris Fashion Week, but it was not until 2 years later at the first presentation of the “Chanel Paris Shanghai Métiers d’Art” that she left an impression. with veteran designer Karl Lagerfeld. With his own efforts and dedication in 2011, Chau Tan officially became the brand ambassador of Chanel in China.

Thus, the brand ambassador, who we see can convey the spirit of the fashion house through images, life, and every breath,… used to be very difficult to receive official recognition from the house. top fashion. This is almost the opposite of what we are seeing in recent times. The image of 5 New Jeans girls whenever appearing in front of the media and each carrying a handbag from different high-end brands makes the online community feel confused.

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