Shawn Yue joins Tommy Hilfiger as men's ambassador in Asia

By

Emily Jensen

Published
Aug 31, 2017

The Hong Kong actor is Tommy Hilfiger’s first local brand ambassador for the Asian Market. The 35-year-old will act as a representative for the China, Hong Kong, Macau and Taiwan markets, a sign of the brand’s increasing commitment to Asian consumers.
 

Shawn Yue’s first campaign for the American brand will debut on Friday. In addition to his print campaign photographed by Lachlan Bailey, Yue will also appear in videos showing him playing sports and engaging in other activities.
 
Yue already has a large following among millennials in China, with 3 million followers on Instagram and 13 million on local social media platform Weibo. He earned fame as a model before starting a successful film and music career.

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Tommy Hilfiger has signed high-profile ambassadors targeting the millennial market such as Gigi Hadid and The Chainsmokers, but Yue is the first to specifically appeal to the Asian market. Hadid also toured Shanghai in the fall of 2016 to promote the brand.
 
Tommy Hilfiger has seen particular growth in China in recent years, with 2016 reporting a 14 percent increase overall and a 49 percent growth in e-commerce sales. The brand expects to have 405 stores in China by the end of 2017.