6 of Chinese actor Yang Yang’s biggest fashion and beauty endorsements

The announcement of the actor’s ambassadorship coincided with the launch of Valentino’s pre-autumn 2023 collection campaign. Yang is seen posing in photos for the campaign in Rome, the headquarters of the maison, to promote its new products including the Rockstud23 handbag.

“My dialogue with Yang is cultural, generational, multidisciplinary: a complete experience of diversity and mutual appreciation. His talent relates concretely to human emotions, and I value this a great deal,” said Pierpaolo Piccioli, creative director of Valentino.

Speaking about his new role, Yang said, “The distinctive individuality and unique aesthetic of Valentino have always been appealing to me, and Piccioli’s unique talent and sense in fashion do surprise me every time. This time, I’m more than honoured to join the Valentino family as a brand ambassador and looking forward to experiencing more of Valentino’s aesthetics and culture in the future.”

In January, Italian house Bulgari introduced Yang as its new Asia-Pacific brand ambassador for its perfume category. He starred in a campaign for the revamped Bulgari Pour Homme eau de toilette fragrance. The scent balances Darjeeling tea, water lily, ambergris, musk and guaiacum wood.

Although Yang only recently joined Bulgari’s perfume department, his partnership with the brand actually started a few years ago. In 2021, after the success of You are my Glory, he was selected as a spokesperson for the brand, Jing Daily reports. Since then, he has appeared at events wearing Bulgari’s luxury watches and high jewellery, including the Octo Roma watch and Serpenti Viper necklace.

In 2017, German watchmaker Montblanc named Yang as an ambassador. His first campaign was for the brand’s celebration of its Star Legacy Automatic collection’s 20th anniversary.

“Yang Yang is without a doubt one of the greatest actors of his generation, enthralling audiences with the depth and quality of every one of his on-screen performances,” said Montblanc CEO Nicolas Baretzki. “In many ways, Yang Yang’s approach to his craft as an actor mirrors Montblanc’s approach to craftsmanship, defined by a passion for pushing boundaries to achieve excellence and constantly honing skills to deliver the finest performance.”

Yang also shared his admiration for the brand: “I have always admired the craftsmanship and sophistication of Montblanc pieces, so I am honoured to become an ambassador for Montblanc. I am looking forward to wearing the maison’s high performance timepieces that are admired for their technical excellence, distinctive style and their pioneering spirit.”

After attending a show in Paris in 2020, Yang met Dunhill’s creative director Mark Weston, which led to his next lucrative deal with the British brand, per Dunes Magazine. Yang has played the key role as ambassador in various campaigns since then, donning pieces from elegant workwear to eyewear.

“It’s great to work more closely with Yang Yang and I am excited for the new perspective he will bring,” Weston said. “I was intrigued to hear about his personal and professional story and impressed by his drive and humility. His considered approach to his craft resonates with me personally.”

Representing the brand’s men’s products, Yang has starred in several commercials, promoting professional skincare and haircare solutions for various ages and skin types.

Another French cosmetic house, Guerlain, picked Yang as its ambassador in 2016. This made him the first male endorser for the brand since its establishment, per Jayne Stars.

He collaborated with Guerlain to introduce a lipstick named after him, the “Yang Yang shade” in the KissKiss collection. The lipstick quickly sold out after its release and became one of the most popular lipstick products of the year. Yang’s massive domestic fan base even had to shop for the product abroad.