EXPANDING FAMILY: Gucci continues to expand its roster of brand ambassadors.
The Kering-owned brand has tapped Chinese actor Song Weilong as the latest addition to the Gucci family.
Known for his bold performances and versatility on screen, Weilong rose to fame for playing the leading roles in Chinese dramas such as “Find Yourself” and “Love the Way You Are,” for which he received the Best New Actor Award at the 2019 China Movie Channel Media Awards.
About his new role as a Gucci ambassador, Weilong said he “truly appreciates the diverse aesthetics built by Sabato De Sarno and the heritage of classic craftsmanship. Gucci has shown me more possibilities in fashion, and I look forward to more exciting collaborations with the brand in the future.”
The actor appears in the brand’s 520 Valentine’s Day campaign, joining brand ambassador Wen Qi. In sync with the Chinese festivity they target, the images and videos aim to celebrate the joy between lovers. A selection of men’s and women’s ready-to-wear and accessories is featured in the images, including the GG Marmont bag, the Gucci Moon side bag and the Re-Web sneakers, the first sneakers designed by De Sarno.
The release of the campaign follows Weilong’s attendance at the brand’s men’s fashion show in Milan in January and his appearance at the Gucci Ancora event in Shanghai in March.
This is not the first fashion tie-up for Weilong, as he also served as an ambassador for the likes of Burberry as well as Emporio Armani for the Italian brand’s watches.
As for Gucci, the brand’s ambassadors include Chinese actress Ni Ni, actor and singer Xiao Zhan, Japanese figure skater Yuzuru Hanyu and actor Paul Mescal, among others.
