Xiao Zhan Shines as Boucheron’s New Brand Ambassador

The Fashionisto

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Published November 8, 2023

Boucheron unveils Xiao Zhan as its new global brand ambassador.Pin
Boucheron unveils Xiao Zhan as its new global brand ambassador. Photo: Boucheron

In a move that merges the allure of high-end fashion with the magnetic charm of celebrity influence, Boucheron has proudly announced the appointment of Chinese actor Xiao Zhan as its new global brand ambassador. With an already illustrious association with Gucci, Zhan brings a wealth of elegance and youthful dynamism to the storied French jewelry house.

Xiao Zhan’s partnership with Boucheron is a reaffirmation of the actor’s rising star in fashion. At the same time, Zhan’s appointment reflects Boucheron’s keen eye for ambassadors who embody their brand ethos.

Xiao Zhan for Boucheron

Dressed in a cream-colored pullover, Xiao Zhan wears Boucheron jewelry. Pin
Dressed in a cream-colored pullover, Xiao Zhan wears Boucheron jewelry. Photo: Boucheron

The Maison lauds the 32-year-old for “his fierce sense of style and his vibrant personality,” which resonates with Boucheron’s dedication to craftsmanship and innovation.

These attributes are integral to the brand, which consistently seeks to align itself with individuals who not only wear their pieces but also mirror the essence of their heritage and forward-thinking approach.

Xiao Zhan’s debut outing for Boucheron showcases him in a collection of striking images that capture the actor adorned with pieces from the brand. The aesthetic of the visuals perfectly encapsulates the blend of tradition and contemporaneity that Boucheron stands for.

Actor Xiao Zhan goes casual in a denim jacket and Boucheron jewelry. Pin
Actor Xiao Zhan goes casual in a denim jacket and Boucheron jewelry. Photo: Boucheron

The timing is impeccable as it follows Boucheron’s recent Carte Blanche “More is More” High Jewelry collection debut. This line celebrates the Maison’s proficiency in balancing time-honored designs with avant-garde aesthetics.

As Boucheron continues to pave its path in high jewelry, Xiao Zhan’s role as a global brand ambassador marks a strategic embrace of cross-cultural charm and the unifying power of fashion.

His engagement with the brand will likely stir a heightened global interest and a fresh clientele drawn to his influential fashion statements and the artistic jewelry of Boucheron.


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