Chinese idol Cai Xukun is making a fashion comeback.
The Chinese celebrity, who has kept a low profile for the past year due to online allegations of sexual misconduct, which he categorically denied, has been named the global brand ambassador of Versace, WWD has learned exclusively.
“Kun is brave, incredibly talented and unique. He’s a singer and producer. He represents the new confident voice of a generation,” said Donatella Versace, the brand’s chief creative officer.
For Cai, the brand’s “fearless and pioneering spirit” deeply resonates with his creative ethos. “The brand epitomizes the elegance of a classic label while embracing the attitude of avant-garde fashion,” said Cai. “I believe Versace’s diverse facets will provide a continuous stream of inspiration for my future creations,” he added.
A campaign featuring Cai in looks from the pre-fall 2024 collection accompanied the announcement.
The partnership is not only Cai’s major comeback moment in the market but also hints at Versace’s ambition to create resonance and market awareness among the youthful crowd with the help of C-pop idols. Cai has more than 43.77 million followers on Instagram, Weibo and Xiaohongshu.
In February, Versace’s spring 2024 campaign featuring young Chinese actress Rosy Zhao, another traffic star, helped the brand rack up thousands of likes on Chinese social media. Photographed in a tailored minidress styled with a “nastro Gianni” bow headband, Chinese netizens resonated with Zhao’s look, which echoed the “Rich Baby Girl” trend online.
Apart from Zhao, Cai joins the likes of Chinese singer, actress and model Chris Lee, who fronts the Versace Icons campaign with Anne Hathaway; K-pop idol Hyunjin from Stray Kids, and K-pop star Ningning of the girl group Aespa as ambassadors of the brand.
Cai, the former face of Prada, Tag Hauer and De Beers in China, was accused of inappropriate sexual behavior with a female minor last July, which has led Chinese authorities to issue a warning regarding the ads in which he appears.
Soon after, Cai released a statement on Weibo confirming his relationship with a “Ms. C,” who had accused him of forcing her to have an abortion. He denied all other allegations that have been circulating on social media. Even though the controversy has since died down — and many of Cai’s loyal fans stuck with him — the young Chinese idol still lost all of his commercial deals.
Cai began plotting his comeback earlier this year.
This February, he released a single titled “Ride or Die.” The following month, a fresh-faced Cai appeared on the cover of Port Magazine China. According to the publication, 70,000 copies of the magazine quickly sold out.