Xiao Zhan is Wedgwood’s first brand ambassador

English fine china favorite Wedgwood unveils a mural of Chinese actor Xiao Zhan to mark its first-ever global brand ambassador appointment.

Betting big on China, renowned British luxury brand Wedgwood has named Chinese actor and singer Xiao Zhan as its first ever global ambassador. No stranger to luxury, the Chinese star is also an ambassador for Gucci and Tod’s.

To commemorate this historic move for the brand, a mural has been unveiled in Shoreditch, London, blending a portrait of the star with Wedgwood’s iconic Portland vase.

The English fine china, porcelain, and luxury accessories manufacturer has never hired a global representative until now. However, to reach new demographics of consumers, the high-end homeware brand must evolve with the times, and leveraging celebrity partnerships is one way to do so.

Having released NFTs and more youth-focused collaborations, such as with Palace Skateboards and emerging artist Navinder Nangla, the heritage brand is evidently refreshing its identity in the new era of homeware.

Xiao’s predominantly Gen Z and millennial fanbase makes him a natural choice for brands seeking instant clout. After becoming a member of boy band X Nine in 2016, he then went on to star in a Tencent-backed boys’ love (BL) TV series called The Untamed in 2019, amassing a meteoric following. His name, #肖战, has 256 billion views on Weibo.

In 2023, Xiao’s influence was further consolidated when he generated media exposure worth $19.8 million as the face of luxury brand Tod’s, according to Launchmetrics. Continue to read the full article here