Gucci has named Chinese actor Song Weilong as its newest brand ambassador, featuring him in the brand’s 520 Valentine’s Day campaign. Known for his roles in hit Chinese dramas such as Find Yourself and Love the Way You Are, Weilong has quickly risen to prominence, earning accolades including the Best New Actor Award at the 2019 China Movie Channel Media Awards.

Expressing his excitement about the new role, Weilong praised Gucci’s blend of contemporary aesthetics and traditional craftsmanship, led by creative director Sabato De Sarno. He anticipates further innovative collaborations with Gucci, highlighting his debut in the Valentine’s Day campaign alongside Wen Qi. The campaign showcases key pieces like the “GG Marmont bag”, the “Gucci Moon side bag”, and the “Re-Web sneakers”, De Sarno’s first sneaker design.

Weilong’s involvement with Gucci began with appearances at Gucci’s men’s fashion show in Milan and the Gucci Ancora event in Shanghai earlier this year. His history with luxury endorsements includes partnerships with Burberry and Emporio Armani, underscoring his influential presence in the fashion world