Gucci appoints Chinese actor Song Weilong as brand ambassador

FAMILY GROWING: Gucci continues to expand its list of brand ambassadors.

The Kering-owned brand has signed Chinese actor Song Weilong as the newest member of the Gucci family.

More from WWD

Known for his bold performances and versatility on screen, Weilong rose to fame through his leading roles in Chinese dramas such as “Find Yourself” and “Love the Way You Are,” for which he won the Best New Actor award at the 2019 China Movie Channel Media Awards.

Of his new role as Gucci ambassador, Weilong said he “truly appreciates Sabato De Sarno's diverse aesthetic and heritage of classic craftsmanship. Gucci has shown me more possibilities in fashion and I look forward to more exciting collaborations with the brand in the future.”

The actor appears in the brand's Valentine's Day 520 campaign alongside brand ambassador Wen Qi. In keeping with the Chinese festival they are targeting, the images and videos are meant to celebrate the joy between lovers. The images feature a selection of ready-to-wear and accessories for men and women, including the GG Marmont bag, the Gucci Moon side bag and the Re-Web sneakers, the first sneakers designed by De Sarno.

The release of the campaign follows Weilong's participation in the brand's men's fashion show in Milan in January and his appearance at the Gucci Ancora event in Shanghai in March.

This is not Weilong's first collaboration in the fashion industry. He has previously acted as an ambassador for watches from Italian brands Burberry and Emporio Armani.

Gucci brand ambassadors include Chinese actress Ni Ni, actor and singer Xiao Zhan, Japanese figure skater Yuzuru Hanyu and actor Paul Mescal.

The best of WWD