On 30 July, Emporio Armani announced a new capsule collection in collaboration with its global brand ambassador, Chinese actor and singer, who is one-third of the boy band TFBoys, Jackson Yee. The Yee-designed Chinese character-like “Hu” emblem, meaning both “互” (mutuality) and “护” (protection).
This is the second time the brand has co-created a collection, three years after their first team-up in 2022. The first was centred on environmentally friendly fabric, and the Yee-designed ink wash emblem to signify circularity. This year, the actor and the brand got back together to develop the idea further to put more emphasis on the “Hu” emblem.
- #Emporio Armani全球代言人易烊千玺 Emporio Armani global ambassador Jackson Yee: 3 billion views on Weibo
- #EmporioArmani易烊千玺限定系列 Emporio Armani Jackson Yee capsule collection: 24.67 million views on Rednote, ranking number 1 on the Hot Topic list
It’s not often that luxury brands collaborate with their celebrity ambassadors on collections, but it is becoming increasingly popular. Yee’s collection, centring on sustainability and Chinese aesthetics, feels like an artist collaboration on a conceptual level. In FY2024, Armani Group saw a 19% drop in revenue in Asia-Pacific, mainly due to a slowdown in the Chinese market. Leveraging the star power of its brand ambassador in China could be a way for Armani to deliver resonating messages in the market, boosting both awareness and sales.