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Prada Announces Chinese Actress And Singer Chen Haoyu As Brand Ambassador
Chinese actor and singer Chen Haoyu is the newest brand ambassador at Prada. The luxury group is expanding its presence in China and has also partnered with the Chinese Women’s National Football Team.
Prada Announces Chinese Actress And Singer Chen Haoyu As Brand Ambassador
The Chinese actor and singer is very popular in China, and became famous in 2014 after winning season-3 of reality singing show, Chinese Million Star. Haoyu has starred in several films and television series, including Summer of Meizhou in 2015 and Home Coming in 2022. Last year, she was featured in Born to Be the One, Be My Friend and Begin Again.
Italian luxury group Prada has been actively expanding its presence in the Chinese market. In 2023, it partnered with the Chinese Women’s National Football Team, providing outfits for the squad and delegates while travelling and at formal events. The partnership extended throughout the 2023 Asian Games and the 2024 Paris Olympics.
Prada has been opening new flagship and boutiques in Beijing, Shanghai, and Chengdu to show its commitment to combining Italian design with local culture. The brand expanded its partnerships with Chinese e-tailers and leveraged platforms WeChat and Weibo to engage consumers and drive online sales. Its marketing strategies are localised, incorporating Chinese cultural elements and collaborations with influencers. Overall, Prada’s multifaceted approach reflects its focus on deepening its presence in the Chinese market.
“We believe in the long-term of Chinese consumers and China—strongly—but 2024 and I think part of 2025 will not be easy in that part of the world,” Prada CEO Andrea Guerra told Business of Fashion. “Demand is still there; people are still wishing and dreaming about luxury.”
Prada has combined global talent and cultural diversity for its team of ambassadors, which includes South Korean actor Byeon Wooseok; Karina, the lead member of girl band Aespa; actor Kim Tae-ri; K-pop solo artist Jeon So-mi; Thai actor and singer Win Metawin; singer and actor Jaehyun, model and actor Maya Hawke; and Chinese supermodel Liu Wen among others. The luxury brand has also worked with Chinese auteur Jia Zhangke; Hunter Schafer; Emma Watson; Benedict Cumberbatch; Letitia Wright; and Louis Partridge.
5 iconic facts you didn’t know about Prada —:
- Humble Beginnings: Founded in 1913 by Mario Prada in Milan, the luxury fashion brand began as a modest leather goods shop catering to Italy’s elite.
- Revolutionary Nylon Bags: In the 1980s, Prada introduced its signature nylon bags. This bold use of an unconventional material for luxury products redefined high-fashion and became a timeless trend.
- “Ugly Chic” Aesthetic: Under the creative leadership of Miuccia Prada—Mario Prada’s granddaughter—the brand championed a minimalist, “ugly chic” look that challenged traditional beauty.
- Cultural Patronage with Fondazione Prada: Beyond fashion, Prada has a deep commitment to the arts. The Fondazione Prada is a cultural institution in Milan that hosts art and design exhibitions.
- A Pop Culture Powerhouse: Prada isn’t just a fashion brand—it’s a cultural icon. Its influence extends into films, music, and literature, making appearances in popular culture.
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