Last week, Louis Vuitton—the flagship brand of French luxury giant LVMH—announced Chinese pianist Wang Yujia as its House Ambassador through its official overseas platforms (see below, left). Just a few days earlier, Louis Vuitton named Chinese men’s table tennis star Wang Chuqin as its House Ambassador (see below, right).
Wang Yujia is a pianist whose repertoire spans from Baroque to contemporary music. She won the 2024 Grammy Award for Best Classical Instrumental Soloist for her album, The American Project. Meanwhile, Wang Chuqin is a prominent Chinese table tennis player whose achievements include winning the Mixed Doubles and Men’s Team titles at the 2024 Paris Olympics, as well as the Men’s WTT Finals Men’s Team title in 2024. He also secured the Men’s Singles Championship at the 2024 WTT Finals, among other impressive accomplishments.
In recent years, Louis Vuitton and other luxury brands have diversified their partnerships in the Chinese market. The approach to selecting spokespersons is evolving, and the era of relying solely on single-source traffic seems to be fading.
While ‘traffic’ continues to be a crucial factor for luxury brands, the landscape is evolving. The extensive fan base and popularity of a spokesperson can swiftly attract attention and drive commercial success, especially in the vast Chinese market.
However, contemporary luxury brands are no longer content with merely focusing on follower counts and aesthetic appeal. There is now a growing emphasis on professional accomplishments and public reputation. This trend is evident in the growing number of outstanding talents from fields like sports, music, and film being sought after for these roles.
In music, piano artists are particularly favored as partners by luxury brands. Wang Yujia has been the spokesperson for Rolex (see below) since 2009, when she became the youngest individual to hold the position—a partnership that continues to this day. Her collaboration with LVMH began in 2019 when she featured in the RIMOWA campaign (see below).
Another renowned Chinese pianist, Lang Lang, was appointed global brand ambassador for Dior in 2024 (see Figure 1 below). He is well acquainted with Bernard Arnault, LVMH’s chairman, who, alongside Lang Lang, selected the program for the opening concert of the Fondation Louis Vuitton Museum in 2014 (see below) and even attended Lang Lang’s wedding.
Arnault, who began studying piano at an early age, has a special fondness for the instrument. His wife, Hélène Mercier, is also a pianist, and the Financial Times reported that “Arnault himself is a concert pianist and showcased his skills on an early date with Mercier.”
There is even a widely circulated video of him performing in a concert with his wife and his fourth son, Frédéric Arnault (pictured below).
It is evident that exceptional artists and athletes often possess commendable personalities. The spirit of endeavor and breakthroughs displayed by athletes, combined with the purity and creativity of artists, creates a strong public impact and positive social influence. By collaborating with these individuals, luxury brands convey positive energy and a winning image.
In January of this year, Dior—part of the LVMH Group—officially announced the appointment of Zheng Qinwen as its global brand ambassador (see below, left). Zheng Qinwen is China’s first Olympic tennis champion and the first Chinese sports star to represent Dior as its global brand ambassador. She also serves as the brand’s spokesperson (Testimonee) for Rolex (see below, right).
The period surrounding major international sporting events presents a significant opportunity for luxury brands to invest in sports and announce athlete ambassadors. Last year’s Paris Olympics experienced a surge in the popularity of sports stars. Following the conclusion of the Games, RIMOWA announced that table tennis men’s singles champion Fan Zhendong would represent the brand (see below, left). De Beers likewise announced swimmer Zhang Yufei as its representative (see below, center). Before the Games, OMEGA designated Zhang Yufei as a celebrity athlete ambassador (see below, right).
In 2022, BOSS introduced swimmer Wang Shun as a brand ambassador (first from left); he is also a friend of Tiffany (second from left) and Jaeger-LeCoultre(third from left). Meanwhile, fellow Olympic champion Qin Haiyang serves as a brand ambassador for TAG Heuer (second from right) and is a friend of Louis Vuitton (first from right).
The 2022 Winter Olympics in Beijing marked the rise of several new sporting stars. Louis Vuitton appointed snowboarder Yiming Su as its ambassador (left below), while Tiffany & Co. named freestyle skier Ailing Gu its global ambassador in June 2021 (center below); Ailing Gu also serves as an ambassador for IWC (right below).
Beyond the benefits of professional achievements and personal image, the stability of word-of-mouth also plays a crucial role for luxury brands. Prada’s decision to sign table tennis player Ma Long (below, left) and women’s basketball player Yang Shuyu (below, right) as brand ambassadors, along with its role as an official partner of China’s women’s national football team, highlights its strategic alignment with prominent athletes.
In the film and television industry, luxury brands are increasingly focusing not only on film stars but also on behind-the-scenes talent such as directors, particularly those who are highly accomplished and well-recognized. Directors’ personalities have become valuable conduits for luxury brands to convey their messages in the fields of literature and art.
In June 2024, Prada announced the appointment of director Jia Ling as its brand ambassador. Jia has made a successful transition from a career as a sketch actress to that of a film director, demonstrating significant market appeal and national popularity (see below, left). Similarly, Rolex selected director Jia Zhangke as its brand ambassador (see below, right). Jia regularly attends major international film festivals and is the initiator of the Pingyao International Film Festival, highlighting his considerable cultural and social influence.
Luxury brands are increasingly selecting prominent figures from diverse fields—including sports, music, and film—to represent them publicly, thereby broadening their reach and appeal. More importantly, these individuals’ personalities, images, achievements, and charisma embody the vision and professionalism that luxury brands have cultivated over time, effectively conveying a positive and robust brand core and values to the public.
丨Photo sources: official accounts of the brands, YouTube account PianoConcerto video screenshots, Lang Lang’s personal social media account
丨Editor: Zhu Ruoyu
