With a focus on innovation, sustainability, and connection with local consumers, Kering Eyewear has seen particular success in Asia, with past campaigns fronted by ambassadors like Blackpink’s Rosé (for Saint Laurent), Yang Yang (for Dunhill), Bai Jing Ting (for Mont Blanc) and more, garnering much fanfare.

Gucci and Saint Laurent, both under Kering Eyewear, have recently tapped Chinese actress Ni Ni and Blackpink’s Rosé as ambassadors to front their respective campaigns that have gone viral. Can you tell us more about that?

As with the majority of products of the fashion world, eyewear finds its great expression in the digital dimension. It is increasingly relevant both in terms of marketing and sales in our industry, which, especially in this last year, has strongly relied on digital to sustain the business.

From a marketing perspective, the digital world strongly leverages on influencers, and this has shifted lots of investments towards paid digital initiatives and seeding, with a focus on local personalities and trends.

Our approach has become very much focused on local fashions, KOLs, fads and festivities, in Asia Pacific more so than in other regions in the world. To succeed, it has become fundamental to be fast, to be an expert on local needs, to adopt a language that is relevant, and to speak to consumers about what is close to their interests. Being unique and relevant is more than ever a key to success.

cr. ECHELON