The alliance between high fashion and celebrity influence is once again making headlines as Boucheron welcomes acclaimed actor Xiao Zhan as its new global ambassador. This strategic partnership marks an important step for Boucheron and signals a renewed commitment to its expansion in China, a market that continues to play a pivotal role in the luxury sector.
The impact of Xiao Zhan’s appointment was immediate. With a fan base of over 30 million on social media platforms such as Weibo, his influence is undeniable. A promotional video showcasing his new role as a Boucheron ambassador went viral, garnering millions of likes, shares and comments in a matter of hours.
In his remarks, the 32-year-old shared his excitement about being associated with what he called “the most stylish and cutting-edge French high jewelry maison.” Hélène Poulit-Duquesne, CEO of the jeweler, praised Xiao for his distinctive style and dynamic character, and emphasized the partnership’s goal of strengthening the brand’s position in the key Chinese market.
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Through this collaboration, Boucheron is capitalizing not only on Xiao Zhan‘s extensive social media presence, but also on his reputation as a trendsetter in the fashion industry. As a brand ambassador for Gucci and Tod’s in China, Xiao Zhan’s influence on Weibo was quantified at over $9.3 million USD in media value during the March fashion month, according to influencer marketing firm Lefty.
Xiao Zhan, part of the popular music ensemble X Nine, gained widespread attention in 2019 for his role in the television series “The Untamed,” which was later picked up by Netflix for international streaming. His rise to fame took a tumultuous turn that same year due to a fan fiction portrayal of his character, which sparked intense fan reaction and significant criticism, resulting in the loss of several endorsement deals.
The backlash required a public apology from Xiao, who then stepped away from the spotlight for over a year. He made a remarkable comeback in 2021, regaining his status in the luxury market and becoming the face of major brands such as JD.com, Li-Ning, Tencent Video, and Budweiser.
Boucheron’s choice of Xiao Zhan reflects the brand’s discerning eye for ambassadors who are not only the faces of the brand, but who resonate deeply with its values and aesthetic. Along with actress Zhou Dongyu, another luminary in Boucheron’s ambassadorial constellation, Xiao Zhan is poised to propel the brand to new heights of recognition and success in the global luxury jewelry industry.
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