BTS for Louis Vuitton, Blackpink’s Jisoo for Dior: why luxury brands are choosing Asian celebrities


  • A slew of Asian-fronted campaigns for luxury brands marks a move away from picking stars that meet traditional Hollywood standards of beauty
  • Experts point to the pandemic as one reason for the move from Caucasian-centric advertising and the importance of Chinese customers in luxury as another

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Melissa Twigg

Updated: 7:16am, 17 May, 2021

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