Armani is appealing to the Asian market by choosing actress Zhang Ziyi as Emporio Armani's first Chinese female brand ambassador.
Last year, Emporio Armani chose Taiwanese-Japanese actor Takeshi Kaneshiro as their first-ever Asian male.
Armani’s Asian fascination was clearly evident in the recent Giorgio Armani Prive Spring 2009 show (see more in the related section below).
For the Emporio Armani Spring/Summer 2009 Asian ad campaign, Zhang Ziyi was photographed by Yu Tsai .
Mr. Armani explained the choice of the Asian beauty: "Zhang possesses a very distinctive beauty, traditional and uniquely oriental, but at the same time there is an appeal that is very young and very modern."
Long before scoring the campaign, Zhang expressed her love for the label: "Armani has for some time been my choice of wardrobe for events. I am captivated by the unmistakable style and sophistication of his clothes."
Note: only the first seven images are from the official campaign.
Asian Fashion Invasions
Zhang Ziyi Becomes Emporio Armani Ambassador
Trend Themes
1. Asian Brand Ambassadors - Armani's choice of Zhang Ziyi as Emporio Armani's first Chinese female brand ambassador highlights the trend of luxury fashion brands targeting the Asian market.
2. Asian Influence in Fashion Shows - The presence of Asian models and themes in Armani's recent Giorgio Armani Prive Spring 2009 show indicates the trend of incorporating Asian culture into high fashion events.
3. Asian Models in Ad Campaigns - The selection of Zhang Ziyi as the face of Emporio Armani's Spring/Summer 2009 Asian ad campaign showcases the trend of using Asian models to promote global fashion brands.
Industry Implications
1. Luxury Fashion - The choice of brand ambassadors and the inclusion of Asian themes in fashion shows present disruptive innovation opportunities for luxury fashion brands targeting the Asian market.
2. Fashion Events - The incorporation of Asian culture in high fashion events creates opportunities for event planners and fashion designers to attract a diverse audience.
3. Global Fashion Advertising - The use of Asian models in ad campaigns provides inventive possibilities for global fashion brands to connect with Asian consumers and expand their market reach.