In a significant move that underscores the growing influence of Chinese stars in the global fashion scene, Moschino has announced the appointment of Chinese musician, actress and entertainer Esther Yu, as its new house ambassador.
Esther Yu, also known as Yu Shu Xin, is a multifaceted entertainer who has made her mark in the worlds of music, television, and film. Her selection as Moschino’s house ambassador is not merely a result of her rising popularity, but also her charismatic intuition and enchanting performances that align with Moschino’s bold and avant-garde spirit.
Massimo Ferretti, chairman of Aeffe, the group that controls Moschino, praised Yu’s captivating presence in front of the camera and her affinity for timeless style. He said, “Esther’s captivating presence in front of the camera, coupled with her affinity to timeless style and fashion as a means of self-expression, perfectly embodies Moschino’s ethos“.
Esther Yu reciprocated the sentiment, expressing her deep honor to collaborate with Moschino. She said, “Moschino’s fashion attitude has always resonated with me and their unwavering commitment to innovation sets an exceptional industry standard. I am deeply honored to collaborate with the brand as house ambassador, and eagerly anticipate creating exciting moments together“.
Yu’s journey in the entertainment industry has been nothing short of remarkable. She made her acting debut in the 2016 television drama “Border Town Prodigal“, and has since then appeared in several popular shows. In 2020, she gained recognition for her role in the hit romance drama “Find Yourself“, and has been a part of successful TV series like “Moonlight” and “Love Between Fairy and Devil“.
In addition to her acting career, Yu has also made a name for herself in the music industry. She was a popular trainee on the variety program “Youth With You 2“, and debuted as a member of the temporary girl group THE9.
As Moschino’s new house ambassador, Esther Yu will be at the forefront of the brand’s Pre-Fall 2023 advertising campaign. This new role comes at an exciting time for Moschino, as the brand prepares to celebrate its 40th anniversary on September 21 in Milan. The event will pay tribute to the achievements and legacy of founder Franco Moschino, with top stylists creating contemporary looks inspired by the works of the late designer.
Moschino remains tight-lipped about who will step into the shoes of their previous creative director, Jeremy Scott, who parted ways with the brand in March after a decade-long tenure.
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