The Italian jeweler Pomellato has announced the appointment of C-pop star Roy Wang as its new global brand ambassador. This signals a new direction for the Milan-based company, which is owned by Kering.
Selecting the 24-year-old idol, a former member of the Chinese boy band TFBoys, indicates a desire to connect with a younger, digitally native audience. Wang has a significant online presence, with a combined following of over 95.9 million on platforms such as Instagram, Douyin, and Weibo.
He joins other notable figures representing the brand, including Philippine Leroy-Beaulieu, known for her role in Emily in Paris. The choice of Wang is deliberate, aiming to capture the attention of a generation that values heritage and modernity in luxury. Brand leadership has been vocal about the synergy between Wang’s persona and Pomellato’s core identity.
Pomellato’s chief marketing and product officer, Boris Barboni, articulated the thinking behind the partnership: “Roy Wang embodies the Pomellato spirit — bold yet refined, contemporary yet timeless,” Barboni stated. This reflects a brand identity that seeks to be current without losing its classic appeal. Barboni continued, “His artistic vision and commitment to positive change deeply resonate with our philosophy of unconventional elegance.”
The emphasis on “unconventional elegance” highlights a brand that prides itself on its unique approach to luxury. It is a brand that is not afraid to challenge established norms while maintaining a high standard of craftsmanship. Aligning with Wang’s public image, which often involves creative exploration and a forward-looking perspective, is a key component of the collaboration. It suggests a brand that is selling more than just jewelry; it is also promoting a set of values and an artistic sensibility that it shares with its chosen representatives.
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For his part, Roy Wang expressed a personal connection to the brand’s creative ethos, noting his admiration for its ability to unite different eras of design. “Growing up, I’ve always been drawn to the intersection of tradition and innovation — something Pomellato captures brilliantly,” he remarked. He was particularly impressed by the brand’s expression of “authenticity and creative freedom.” His words suggest a genuine appreciation for the jeweler’s design philosophy, which he sees as parallel to his own artistic journey.
“This partnership feels natural because we share the same vision: empowering people to embrace their unique path while respecting the beauty of timeless design,” he added. This sentiment underscores a shared belief in individuality and the importance of self-expression, central to both Wang’s work and Pomellato’s brand message.
To mark the announcement, a new campaign has been launched. The promotional images feature Wang wearing pieces from the Iconica collection, which is deeply rooted in the brand’s Milanese modernist heritage. The photographs were taken by Chen Man, one of China‘s most influential female photographers. Often called “China’s answer to Annie Leibovitz,” Chen’s involvement lends significant artistic weight to the campaign. She began collaborating with Pomellato last year for the brand’s first exhibition in Shanghai, and her distinct visual style is expected to bring a fresh perspective to the jeweler’s image.
The timing of this announcement is also significant. According to Pomellato, it was planned to coincide with Wang’s third nationwide concert tour. This tour marks a significant career milestone for Wang, as he is poised to become the youngest artist to perform at the Beijing National Stadium, also known as the Bird’s Nest. This achievement highlights Wang’s immense popularity and cultural influence in China and beyond.
By aligning the announcement with this event, Pomellato is tapping into a moment of heightened public attention, ensuring that the news of the partnership reaches a wide and engaged audience.
This collaboration marks Wang’s first foray into the world of fine jewelry. Although he has collaborated with brands such as Chopard, Bally, and Miu Miu, this partnership with Pomellato signifies a new chapter in his career, further establishing his presence in the fashion industry. Pomellato has a history of collaborating with Chinese celebrities, including singer and actress Liu Tuning and actress Yao Chen. However, choosing Wang, who has a large following among young people, indicates a clear strategy to engage with the next generation of luxury consumers. This demonstrates Pomellato’s keen awareness of evolving market dynamics and the growing influence of young, culturally relevant figures.