The British luxury fashion house Burberry has announced that the award-winning Chinese actress Tang Wei will be its new global brand ambassador. Tang Wei, who is known for her roles in films such as “Lust, Caution” and “Decision to Leave”, will represent the brand across all regions and categories, including ready-to-wear, accessories and beauty.
Tang Wei is widely regarded as one of the most influential and versatile actresses in China, with a career spanning over 15 years. She has won numerous accolades, including the Golden Horse Award, the Asian Film Award and the Hong Kong Film Award. She has also been nominated for the BAFTA Award and the Cannes Film Festival Award.
Tang Wei is admired for her elegant and sophisticated style, as well as her passion for art and culture. She has been a longtime fan of Burberry, wearing the brand’s iconic trench coats, scarves and bags on various occasions. She has also attended Burberry’s fashion shows and events, such as the Burberry Festive Campaign in 2019 and the Burberry Spring/Summer 2020 show in London.
As the global brand ambassador, Tang Wei will collaborate with Burberry’s creative director Riccardo Tisci, who has been leading the brand’s transformation since 2018. Tisci has been injecting a fresh and modern vision into Burberry’s heritage, creating collections that celebrate diversity, inclusivity and individuality.
Burberry’s Growth and Expansion in China
Burberry’s appointment of Tang Wei as its global brand ambassador is part of the brand’s strategy to strengthen its presence and appeal in China, which is one of the most important and fastest-growing markets for luxury goods. Burberry has been investing in expanding its retail network, digital platforms and customer experiences in China, as well as supporting local talent and initiatives.
In November 2020, Burberry opened its first social retail store in Shenzhen, which combines physical and digital elements to create an immersive and interactive shopping environment. The store features a WeChat mini program that allows customers to access exclusive content, personalized services and rewards. The store also hosts a range of events and activities, such as art exhibitions, workshops and live performances.
In April 2021, Burberry launched its first online game in China, called “B Surf”. The game, which is inspired by the brand’s TB Summer Monogram campaign, invites players to surf on a virtual wave and collect Burberry logos and characters. The game also offers prizes and discounts for players to redeem at Burberry’s stores and online platforms.
In June 2021, Burberry partnered with Tencent Games to create a bespoke in-game skin for the popular mobile game “Honor of Kings”. The skin, which is based on Burberry’s Thomas Burberry Monogram, features the brand’s signature colors and patterns. The skin is available for the game’s character Yao, who is voiced by Tang Wei.
Burberry’s Commitment to Social and Environmental Responsibility
Burberry’s collaboration with Tang Wei also reflects the brand’s commitment to social and environmental responsibility, which is a shared value between the brand and the actress. Burberry has been taking actions to reduce its environmental impact, support its communities and empower its people.
In 2017, Burberry became the first luxury brand to partner with the Ellen MacArthur Foundation, which aims to accelerate the transition to a circular economy. Burberry has been implementing circular design principles, such as using renewable and recycled materials, extending the lifespan of its products and ensuring that they can be reused or regenerated.
In 2018, Burberry established the Burberry Foundation COVID-19 Community Fund, which supports the relief efforts of its global partners, such as UNICEF, Oxfam and FareShare. The fund provides essential supplies, such as food, hygiene kits and protective equipment, to vulnerable communities affected by the pandemic.
In 2019, Burberry launched the Burberry Inspire program, which is the first in-school arts and culture program of its kind. The program, which is delivered in partnership with the International Youth Foundation, aims to enrich the lives and learning of young people through the power of creativity. The program has reached over 5,000 students across the UK, the US, China and Italy.
Tang Wei, who is also a UNICEF ambassador and a supporter of various charitable causes, said that she is honored and excited to join Burberry as its global brand ambassador. She said that she admires the brand’s innovation, craftsmanship and social responsibility, and that she looks forward to working with Tisci and the Burberry team to create more inspiring and meaningful stories.