Valentino has recently appointed Suga, a beloved member of the popular South Korean boy band BTS, as its latest brand ambassador.
The Italian luxury fashion house has a team of ambassadors called Di.Vas, an acronym that stands for Different Values, and Suga is the latest addition to this team. According to Creative Director Pierpaolo Piccioli, Suga is a “multifaceted artist; he is an interpreter and uses his talent and his work to express himself with energy and authenticity. He perfectly embodies everything that DI.VA.s testimonials stand for: diversity, inclusivity, creativity and passion.“
Suga is also set to front the Maison Valentino Essentials campaign, which is dedicated to the brand’s menswear staples. The campaign is a “quest for essence conducted within the perimeter of the masculine wardrobe and the elements that make up for it: an edit of pieces culled from the Valentino collections, streamlined to their design essence and organised into an expandable, ever-evolving system“, according to the brand.
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“All individuals have different dreams and values. Maison Valentino and Creative Director Pierpaolo Piccioli have been supportive of diversity which is something that I also believe in. I am happy to be joining as DI.VAs and to collaborate on this amazing campaign with Maison Valentino Essentials,” said SUGA.
Valentino’s decision to sign Suga as a brand ambassador highlights the importance of linking up with stars and influencers who can appeal to young Asia-Pacific consumers, as that region remains a key growth driver for luxury brands. South Korea is a particularly significant source country for such stars, with its music and film industry producing a steady stream of celebrities whose appeal is both local and global.
In addition to Suga, Valentino has also recently collaborated with Formula 1 World Champion Lewis Hamilton, and Chinese singer and songwriter Li Ronghao, as part of its efforts to connect with customers in different regions. These collaborations demonstrate the brand’s commitment to authenticity and individuality, by scouting personas who embody the Maison values.
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