Bold Dresses Worn by Actresses Capture the Attention of High-End Brands | FRIDAY DIGITAL

Bold Dresses Worn by Actresses Capture the Attention of High-End Brands

Louis Vuitton, Chanel, Prada......Why were they chosen as ambassadors?

|ENTERTAINMENT
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Suzu Hirose (26) represents “Louis Vuitton,” Haruna Kawaguchi (29) represents “FENDI,” and so on. Japanese actresses are becoming domestic ambassadors for international brands one after another, and they share a common trait.

 

Suzu Hirose (26)

The poise of an actress who is a regular at international film festivals.

【Louis Vuitton】

Her performance in the movie “Our Little Sister” received international acclaim, and at just 21 years old, she became the face of one of the world’s top three brands. On China’s social media platform “Weibo,” posts about her have exceeded 200 million.

“By selecting actresses popular in Asia outside of Japan, the aim is to reach audiences in South Korea and China as well. Increasingly, celebrities who have appeared in globally released productions on platforms like Netflix, such as Rikako Yagi (23), are being chosen as brand ambassadors.

The contract fees range from 20 million to 100 million yen per year. There are contracts that only require promotion on social media and contracts that also involve attending overseas launch events, with the 11 women featured this time being the latter. Since they also gain exposure in foreign media, these opportunities can serve as a stepping stone for their international careers. Many of them are already regular users of these brands, making it a lucrative job where they receive discounts and access to new collections,” said a representative of a famous high-end brand.

Global high-end brands often originate in Europe, and it is challenging to establish branding from scratch in Japan, which is geographically and culturally distant.

“Rather than spending money on commercials or online ads where it’s hard to predict who will see them and how many, it’s more efficient in terms of time and cost to appoint celebrities with millions of followers who admire them as ambassadors. Advertising through the ambassadors’ social media accounts can also instill brand aspiration in people living in areas without nearby stores and in young people who don’t watch TV,” the same source added.

Feast your eyes on the stunning outfits chosen by some of the world’s top brands.

 

 

Mei Nagano (24)

With the success of domestic films overseas, she is hugely popular in China and South Korea.

【PRADA】

Mei Nagano, known for live-action films like “My Love Story!!,” has gained significant popularity in South Korea and China. Becoming a brand ambassador gave her the motivation to continue her acting career, which she had been considering leaving.

Rikako Yagi (23)

With a dignified presence, she elegantly wears a black dress.

【DIOR】

A new face among brands with many Japanese ambassadors, Rikako Yagi gained attention as the Pocari Sweat CM girl and for her performance in “First Love,” which was released on Netflix in Asia.

Nana Komatsu (28)

She has risen from ambassador to becoming the “face” of the brand.

【CHANEL】

One of the world’s top three brands, pioneering the trend of Japanese ambassadors, with a tenure of about 10 years. Last year, she became the key visual for the entire brand.

Haruna Kawaguchi (29)

Became the brand’s ambassador following the huge success of her leading drama.

【FENDI】

Her leading drama “Silent” has achieved explosive popularity in South Korea and other regions, leading to her appointment in the spring of last year. Her co-star, Ren Meguro (27) from “Snow Man,” also became an ambassador for the same brand a year later.

Ayaka Miyoshi (28)
Tiffany & Co.

Her appearance in a famous Taiwanese artist’s MV in 2019 ignited her popularity in the Chinese-speaking world. She has been interviewed by Chinese media, and there are high expectations for her international activities.

Ryoko Yonekura (49)
FENDI

Three years ago, she was appointed as the first Japanese ambassador for FENDI in its 56 years in Japan. Her achievement as the first Asian to star in a Broadway show is believed to have been a key factor in her selection.

Miki Nakatani (48)
DIOR

She boasts high popularity across Asia, having won the Best Actress Award at the Hong Kong International Film Festival, which covers all of Asian cinema. Based in Austria, she is an international actress who speaks more than three languages.

Kiko Mizuhara (33)
Saint Laurent

She has enjoyed immense popularity in China for the past decade, appearing on the cover of Chinese fashion magazines and being selected as the most active model in Asia through a net vote of 900 million people in China.

Nanao (35)
GIVENCHY

She became the first Japanese actress to serve as an ambassador for the brand. Previously, she was selected as one of 14 women from around the world in an Armani project.

Nana Eikura (36)
TOD’S

Having served as an ambassador for six years, Eikura is the first Japanese ambassador for the brand, which has a generally older demographic. She signed a long-term contract despite having a younger fan base, rapidly increasing her visibility domestically.

From the August 23/30, 2024 issue of “FRIDAY

  • PHOTO： Afro Kyodo News Sankei Visual Kazuhiko Nakamura

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