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Balenciaga Banks On Michelle Yeoh Endorsement As It Repairs Brand Image
Michelle Yeoh, the first Southeast Asian actor to win an Oscar, is the latest celebrity endorser for French luxury house Balenciaga.
Securing the seal of approval from a universally adored A-lister like Michelle Yeoh is one of the ways Balenciaga is deploying as it recovers from the aftermath of last November’s highly scandalous advertising campaign.
The 61-year-old Malaysian actor whose influence spans across the globe, joins French actress Isabelle Huppert and Thai entertainer Krit Amnuaydechkorn (commonly known as PP) as the Kering owned luxury label’s ambassador.
Following the deal. Yeoh quipped on Instagram, “Fashion is a form of art.It’s not just about a dress but about self-expression, how you feel in the dress … it is a way to communicate my work and who I am to the world.”
According to ASN data, Kering—the parent company of Balenciaga—has spent a mere US$1.7m since Q121 across the Asian sponsorship market. All these spends have been focused solely on celebrity endorsements (non-sport) in China.
With the luxury goods market in Asia valued at US$136.2b in 2023 and tipped to grow annually by almost 4.1% in the next few years, it’s about time luxury brands start investing more in the Asian market. It would also not be surprising if Balenciaga moves into esports and gaming, as it has already collaborated with Fornite, similarly like Louis Vuitton (another Kering owned luxury label), which has a blockbuster deal with Epic Games.
