French fashion house Dior has named Taiwanese pop icon Jay Chou as their global brand ambassador. The announcement was accompanied by photos from Chou’s recent Bangkok concert where he donned a custom suit designed by Dior’s creative director Kim Jones.
It had long been speculated that Chou is in partnership with LVMH or Dior more specifically. In September, Chou appeared on the cover of L’Officiel USA dressed in Jones’ Dior Menswear looks. Last year, Chou released a music video for his single “Greatest Works of Art” which was partially filmed at LVMH’s La Samaritaine department store.
Dior describes Chou as a “multi-talented international icon, singer, songwriter, director and actor” in its announcement on both Chinese and global social media. Whilst Western media describes Chou as the first Mandopop artist to be a Dior global ambassador, Chinese media has placed more emphasis on claiming him as the first Chinese global ambassador.
Dior has been aggressively pursuing a star-powered strategy with celebrities in China. Past and present ambassadors for the Greater China region include Angelababy, Zhao Liying, Dilraba Dilmurat and many more. Most have huge followings online but are not that well known outside their circles. Although these stars bring exposure to the brand, there has also been conflicting opinions around whether these celebrities fit Dior’s luxury client profile.
With over 30 million records sold, Jay Chou has an established fan base in both the 25-34 and 35-44 age groups, who are predominantly professionals with some disposable income. This year, Chou has been enjoying a comeback in popularity as he resumed his Carnival World Tour since the pandemic. He has also been collaborating with other brands, such as MOJT cocktails. Selecting established artists like Chou will revive interest following the fatigue of newer celebrities and their reputations will minimise the risk of controversies.