Tommy Hilfiger turns its attention to the Greater China market, with the American brand appointing popular Hong Kong star Shawn Yue to appear for its latest Fall 2017 and Spring 2018 menswear collection. Yue is also the brand’s first local Chinese ambassador who will be representing his native Hong Kong alongside China, Macau and Taiwan.
“We’ve seen exciting growth in both the overall business and brand awareness in China over the past few years,” said Tommy Hilfiger via WWD. “Our partnership with Shawn (Yue) will solidify our position in the market and introduce our men’s wear business to a new consumer.”
Shawn Yue is no stranger to the world of fashion himself. Prior to becoming one of the most sought-after actors of today in the Chinese movie industry, he was once a full-time model. He currently runs his own independent fashion label dubbed MADNESS (MDNS). Yue can be recently seen in Pang Ho-Cheung‘s well-received romantic comedy, Love Off the Cuff.