How Asian celebrities are taking over the fashion world, one brand at a time

Named one of the best newcomers to have recently made their debut in the K-pop industry, the girl group Aespa was named global ambassadors for the house of Givenchy. Photo: Instagram/Aespa

In July 2021, Swiss luxury watch brand Zenith announced Chinese actor and singer Xiao Zhan as a new brand ambassador.

This bit of news was swiftly followed by fans sharing photos of their receipts for Zenith products on Weibo, reported Business Of Fashion, and fans also took to Twitter to share screenshots of sold-out notifications on Zenith’s official Taobao store.