Burberry will name the high-profile Chinese actor Chen Kun as its latest global brand ambassador, WWD has learned.
Having been at the top of the game for the past two decades, Chen has starred in a series of mega box office hits, as well as award-winning indie films. He also founded The Dome Studio with his close friend Zhou Xun, an ambassador for Chanel, and director Chen Guofu to continue to support young talents across the entertainment sector in China.In an interview with WWD, Chen said he is no stranger to Burberry.
“Burberry is both classic and pioneering. I have had many memorable collaborations and stories with Burberry over the past decade or so. I have always admired Burberry for its timelessness and innovation, and I am inspired by its breakthroughs in classic heritage and modern fashion. I look forward to breaking boundaries and writing more stories together in the future with Burberry,” Chen said.
Chen Kun was interviewed after the Burberry Fall 2014 menswear show at Kensington Gardens in January 8, 2014, in London, England.Chen’s appointment marks a milestone for the brand in the Chinese market, as he will become Burberry’s first global ambassador from China since the Xinjiang cotton debacle in March 2021.
The event led to former collaborators Zhou Dongyu and Song Weilong terminating their endorsement deals with the brand. Tencent’s popular video game “Honor of Kings” also canceled its virtual costume collaboration with Burberry at the time. It appears that Burberry is now no longer associated with the Better Cotton Initiative.But with China formally reopening to the world in January, it appears that the nation is looking to resume ties with the West and is ready to turn a page from the past.
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