After letting go of Kris Wu as its brand spokesperson, Bvlgari introduces Yang Yang as his replacement.
The post Bvlgari Drops Kris Wu and Names Yang Yang Its Newest Spokesperson appeared first on LUXUO.

Image: Bvlgari

Bvlgari has appointed Chinese actor Yang Yang, the leading man in one of China?s most popular dramas of the year, “You Are My Glory”, as its newest spokesperson. The move comes after the LVMH-owned jeweller cut ties with the scandal-ridden Kris Wu in July, amid rape allegations. 

Bvlgari’s announcement comes during a difficult time for brands to work with Chinese celebrities, who are facing a government crackdown. Authorities have allegedly taken measures to clamp down on their perceived negative influence, from removing their popularity rankings, regulating fan merchandise sales and recently banning ?effeminate men and other abnormal aesthetics? on television.
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Earlier in the month, the Chinese government banned the appearance of male celebrities ? on both television and video streaming sites ? deemed as “sissy men”. Using a Chinese derogatory term ?niang pao? ? literally ?girlie guns? ? Chinese cultural authorities explained they were rolling out a rule to purge ?morally flawed celebrities? in order to ?correct aesthetics? in ?performing styles? and ?wardrobes and makeups?. 

The ban of effeminate men on broadcasting platforms reflects offi...