Burberry Appoints Tang Wei as Global Brand Ambassador
DECISION TO JOIN: Tang Wei, the internationally acclaimed Chinese actress with major works like “Late Autumn” and “Decision to Leave” under her belt, has been named a Burberry global brand ambassador.
The British luxury brand on Wednesday confirmed her appointment and released visuals of Tang sporting a trenchcoat with a faux-fur collar from the brand’s winter 2023 collection by a lush pond, shot by Ryan McGinley. She completed her look with a pair of round-toe boots and a small Knight bag in blue grainy calf leather and shearling.
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“Having known Burberry for many years, it feels as though we’ve become old friends, with its influence woven deeply into my life,” Tang said of her new role.
Last month, she attended the brand’s pop-up in Shanghai and had intimate exchanges with Burberry chief creative officer Daniel Lee. Her appearance, alongside brand ambassador Chen Kun, had already helped the brand generate considerable buzz on Chinese social media.
“I’m truly grateful for this enduring companionship. I adore Burberry’s distinct mastery of color and lines, which exudes a sense of both familiarity and novelty. It’s a British charm that I’ve come to know and love, coupled with a timeless yet rebellious modern spirit. Fate brought us together. This friendship is like a rose, and I would love to see it blossom,” Tang added.
Considered one of the most celebrated Asian actresses of her generation, Tang has scored dozens of major awards since her silver screen debut in Ang Lee’s erotic period espionage film “Lust, Caution.” The movie scored the Golden Lion top honor at the Venice Film Festival in 2007.
The South Korean movie “Decision to Leave,” which won the best director award at the 75th Cannes Film Festival last year, pushed her career to a new high.
Her portrayal of Song Seo-rae, a Chinese immigrant suspected of murdering her husband, who later developed feelings for the lead character, detective Jang Hae-jun, played by Park Hae-il, who was investigating the case, helped her bag a dozen major recognitions across Asia and beyond.
Tang’s appointment is expected to help the brand raise awareness and desirability around Lee’s new direction in China, where the brand faces similar challenges as its peers due to a macro slowdown in demand due to rising interest rates, cost of living pressures and consumers’ more conservative mindset.
In mainland China, comparable store sales rose 15 percent in the first half, with all the growth coming from the first three months. In the second-quarter sales in the region fell 8 percent as spending shifted offshore, according to Burberry.
As a whole, the Chinese shopper cluster grew by 25 percent in the three months to Sept. 30 driven by wealthy, traveling Chinese shoppers who have been splashing their cash in Japan (where the exchange rate is favorable) and in resorts such as Hong Kong and Macao.
Burberry chief financial officer Kate Ferry said during an earnings call that the slowdown in mainland China has “extended” into the current quarter, although demand remains robust among Chinese tourists shopping abroad.
Prior to joining the family of Burberry, alongside Chinese actor Chen, Thai star Bright, soccer player Son Heung-Min and South Korean actress Jun Ji-Hyun, Tang was the face of Loewe in China and worked with Chanel occasionally on video content and red-carpet appearances.
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