{"id":212200,"date":"2026-02-26T16:51:34","date_gmt":"2026-02-26T15:51:34","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2026\/02\/26\/xiao-zhan-at-gucci-portrait-of-the-man-conquering-global-luxury\/"},"modified":"2026-02-26T16:52:16","modified_gmt":"2026-02-26T15:52:16","slug":"xiao-zhan-at-gucci-portrait-of-the-man-conquering-global-luxury","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2026\/02\/26\/xiao-zhan-at-gucci-portrait-of-the-man-conquering-global-luxury\/","title":{"rendered":"Xiao Zhan at Gucci: portrait of the man conquering global luxury"},"content":{"rendered":"\n<p><strong>In Milan for <a href=\"https:\/\/www.parisselectbook.com\/2026\/02\/26\/gucci-primavera-demna-reinvente-la-maison-florentine\/\" type=\"link\" id=\"https:\/\/www.parisselectbook.com\/2026\/02\/26\/gucci-primavera-demna-reinvente-la-maison-florentine\/\">Demna&#8217;s Gucci Primavera show<\/a>, Chinese actor and singer Xiao Zhan embodies something new in fashion: a power of influence that transcends borders. Portrait of an icon. <\/strong><\/p>\n\n<p>He arrives in Milan with a Gucci Borsetto in hand, the photographers go wild, and 30 million fans on Weibo hold their breath. Xiao Zhan is not just Gucci&#8217;s global ambassador. He is a phenomenon in his own right.  <\/p>\n\n<h2 class=\"wp-block-heading\">From Chongqing to the world&#8217;s podiums<\/h2>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<blockquote class=\"twitter-tweet\" data-media-max-width=\"560\"><p lang=\"en\" dir=\"ltr\">Can&#8217;t wait to see Xiao <a href=\"https:\/\/twitter.com\/hashtag\/GucciPrimavera?src=hash&#038;ref_src=twsrc%5Etfw\"> Zhan\ud83d\ude0d#XiaoZhan#XiaoZhanxGucci#XiaoZhanMFW26#GucciPrimavera<\/a> <a href=\"https:\/\/t.co\/hVNEqVA8E6\">pic.twitter.com\/hVNEqVA8E6<\/a><\/p>&#8211; zoe0107 (@guan0107)  <a href=\"https:\/\/twitter.com\/guan0107\/status\/2027029723826491875?ref_src=twsrc%5Etfw\">February 26, 2026<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n<\/div>\n\n<p>Born in 1991 in Chongqing, southwest China, Xiao Zhan began his career as a singer with boy band X Nine. But it was the TV series <em>The Untamed<\/em> (2019) that catapulted him to national icon status. One role, one series, and an entire generation falls under his spell.  <\/p>\n\n<p>Since then, luxury brands have been snapping him up. He has accumulated over 31 endorsements with houses as diverse as L&#8217;Or\u00e9al, YSL Beauty, Tod&#8217;s and Zenith. A record in the Chinese industry.  <\/p>\n\n<h2 class=\"wp-block-heading\">The rise of Gucci<\/h2>\n\n<p>Gucci took the Xiao Zhan gamble to boost brand awareness and accelerate growth in China, at a time when the brand&#8217;s sales remained below 2019 levels. It was a bold gamble. It proved a winner.  <\/p>\n\n<p>Upon the announcement of his embassy, his 29.6 million fans on Weibo launched a wave of spontaneous Gucci purchases, sharing their receipts on social networks. The hashtag associated with the announcement generated 40 million discussions on the platform in just a few hours. No advertising budget. Just loyalty.   <\/p>\n\n<p>Today, his title has evolved: Xiao Zhan is now <em>Global Brand Ambassador<\/em> for Gucci &#8211; a distinction that places him beyond the Chinese market, as the international face of the Florentine label.<\/p>\n\n<h2 class=\"wp-block-heading\">Milan, and Demna<\/h2>\n\n<p>For Demna&#8217;s Primavera show, Xiao Zhan is present in the front row. His presence is not insignificant: this is the new artistic director&#8217;s first show, and Gucci has chosen to associate him visually with this historic turning point. <\/p>\n\n<p>Milan and Xiao Zhan have a long history. From his first trip to Italy in 2019, the Lombardy city has left its mark on him. Each new Gucci campaign is an opportunity to create new memories.  <\/p>\n\n<h2 class=\"wp-block-heading\">The new geopolitics of luxury<\/h2>\n\n<p>Xiao Zhan embodies a reality that the major houses have been slow to fully accept: tomorrow&#8217;s luxury consumer is often closer to Shanghai than to Paris. And to win them over, you have to speak their language &#8211; not just in Mandarin, but through figures they recognize themselves in. <\/p>\n\n<p>Gucci understood this before many others. And with Demna at the helm, the house seems ready to go even further in this direction. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Milan for Demna&#8217;s Gucci Primavera show, Chinese actor and singer Xiao Zhan embodies something new in fashion: a power of influence that transcends borders&#8230;.<\/p>\n","protected":false},"author":5,"featured_media":212198,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2687],"tags":[],"quartier":[],"class_list":["post-212200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-que-faire-a-paris-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Xiao Zhan at Gucci: portrait of the man conquering global luxury<\/title>\n<meta name=\"description\" content=\"In Milan for Demna&#039;s Gucci Primavera show, Chinese actor and singer Xiao Zhan embodies something new in fashion: a power of influence that transcends borders. 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