Kris Wu seen as too tacky for Louis Vuitton
BEIJING: Tongues are wagging over Paris-based fashion titan Louis Vuitton’s surprise announcement that it has named singer Kris Wu, 27, as its global brand ambassador.
Most detractors figure that he is too tacky to represent a luxury brand.
Many comments made online complain that Kris is too young, too mainstream, too commercial or just a bad fit.
The move signals a fresh new direction for Vuitton, a thrown- down gauntlet to its edgier rival Gucci, and a switch to marketing specifically to Chinese millennials and Gen-Z. Earlier this year, Vuitton had already announced the founder of streetwear Off-White, Virgil Abloh, as the artistic director of its menswear collection.
Wrote one Kris detractor: “All the luxury brands are trying to become Supreme.” Wrote another, “A luxury brand can’t have it all.” Scoffed a third, “Is his fan base really a Louis Vuitton customer, because they are all so young?” But supporters, of either Kris or the hire, note that his fans are so numerous and loyal that they will buy whatever he represents.
Kris has had a similar position at Burberry since 2016, launching a capsule collection, and was credited with a boost in sales there (not to mention huge crowds at his appearances on behalf of the brand).
Burberry has repeatedly and publicly recognised Kris’ contributions in reshaping the brand image among Chinese millennial consumers, and he has also played an ambassadorial role at Bulgari.