Despite the desire to acquire Tiffany and Co. by the French group LVMH, the American jeweler is pursuing its expansion strategy in China. But also in the field of men's jewelry. Killing 2 birds with one stone, Tiffany recruited the 20-year-old Chinese singer-actor Jackson Yee as an ambassador. In particular, he promotes the T men's jewelry collection.
T1 and West Side Story men's jewelry
The Chinese star turned out to be very young thanks to a dance performance performed during a "search for the new star" contest. News of the collaboration was announced via an energy clip. In this one, Yee can be seen dancing on New York's Brooklyn Bridge. The scene of course nods to the stairs scene from West Side Story.
Soon after it was posted, the video had over 70 million views on Weibo. It was also mentioned over 600,000 times in just a few hours. In addition to Yee's dance steps, we can of course see men's bracelets in rose gold and rings set with diamonds from the Tiffany and Co collection. T1.
The Chinese market loves rose gold
While Jackson Yee's choice was strategic, the men's jewelry he wears in the promotional video was also carefully selected. In China, it's pink gold that's all the rage. Tiffany has therefore tried to play this card for its collection of men's jewelry. Reed Krakoff, the American brand's artistic director, told WWD:
“In China, the male clientele is much more engaged, much more enthusiastic about fashion. Chinese men are not at all afraid to wear jewelry, use cosmetics, immerse themselves in fashion from all angles. This really is a huge opportunity. »
Yee was born in 2000. He rose to fame as a member of boy band TFBoys. With over 84 million followers on Weibo, he is the face of many brands in China. Including Adidas, Bottega Veneta, Givenchy Beauty, Rimowa, Armani Beauty, BMW and McDonald's.
Her performance in the romantic film "Better Days" received critical acclaim. He even won the Best Young Actor award at the 39th Hong Kong Film Awards 2019.