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Alia is Gucci’s first Indian global brand ambassador

Gucci further commented on its social media handle that Alia Bhatt was chosen, “an an example of a creative talent fostering empowerment and self-expression within the next generation” and is recognised by the House as the latest Global Brand Ambassador.”…reports Asian Lite ews

First it was Deepika Padukone, who was appointed as the first Indian to represent luxury giant Louis Vuitton internationally, and now Italian high-end luxury fashion house Gucci has appointed Alia Bhatt as their first Indian global ambassador.

The fashion house from Florence used Instagram to make the formal announcement with a photo and a comment stating, “Alia Bhatt is the House’s newest Global Brand Ambassador. To mark the occasion, the actress, producer and entrepreneur was captured with the Gucci Bamboo 1947 bag,” read Gucci’s official social media post.

Alia Bhatt stated, “I’m honoured to represent the house of Gucci, not only in India but at a global stage. Gucci’s legacy has always inspired and intrigued me and I’m looking forward to the many sartorial milestones we create together.”

Alia will reportedly attend the fashion house Cruise 2024 show, which will take place in Seoul, South Korea, next week, after being named the brand’s worldwide ambassador. The event will reportedly commemorate Gucci’s 25 years in South Korea and will be held in the city’s Gyeongbokgung Palace.

Alia will make her Hollywood debut alongside Gal Gadot and Jamie Dornan in the Netflix spy thriller “Heart of Stone” on the professional front. The film will make its debut in August of this year.

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Gucci Sparks Another Row in China

It’s not about how the model herself looked like, nor does it indicate that we refuse any other bold or innovative fashion styles other than the traditional sense of beauty…reports Asian Lite News.

Gucci’s differentiated treatment of Chinese and Western audience has been slammed by Chinese netizens who say it’s “clearly a manifestation of guilty conscience”, and that the brand knew it has presented a Western-style Asian appearance that would irritate the Chinese audience, Global Times reported.

With the waves stirred by the slanted-eyed model posters of Three Squirrels and Mercedes-Benz still unsettled among the Chinese public, another wave hit the country on Wednesday as an advertisement of Italian luxury fashion brand Gucci was found featuring an Asian-looking model with “scary” makeup, an exaggerated nose ring and a leather whip in her hand, the report said.

In the advertisement for Gucci’s new series of bamboo top handle bags posted online, an Asian-looking female model is seen holding a bag with makeup featuring thin, light eyebrows, small eyes, and high cheek bones that amplify the “Asian face” typically depicted in the Western narrative, the report said.

“It’s not about how the model herself looked like, nor does it indicate that we refuse any other bold or innovative fashion styles other than the traditional sense of beauty. It’s about whether a model has been portrayed to specially cater to the Western eyes, or has it been deliberately creating an atmosphere, with Western stereotypes steering the wind behind,” a Beijing resident told the Global Times.

Some find the nose ring and the leather whip particularly disturbing.

“The photos gave me a chill. The scary makeup and the atmosphere are just morbid,” said one netizen.

The controversy surrounding the “Asian face”, which has ignited public fury in recent days, started on Sunday with an advertisement by a famous Chinese snack retailer Three Squirrels. It posted a model featuring small, slanted eyes that netizens accused of catering to the Western stereotypes and an insult to Chinese people.

Soon afterwards, some found German automobile giant Mercedes Benz posting models with similar styles of makeup that emphasised the slanted eyes in one of its advertisements published on Saturday, the report said.

Both brands have removed the controversial advertisements, but the debates continue. Many netizens mentioned that the opinions should not be overstated and the issue should not be turned into a “political trial”, but the fashion world must no longer cater to Western aesthetics and should align with the aesthetics of the Chinese people, the report added.

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