Malaysian actress Michelle Yeoh takes the oath as member of the International Olympic Committee ... [+]
Let’s adorn Balenciaga with a well-deserved gold star for choosing Michelle Yeoh—the first Asian actor to win the Oscar for best actress this year—as a brand ambassador, shall we? It's not just a stroke of savvy business, especially with the anticipated surge in luxury sales post-China's reopening from COVID-19; it's a bold move toward a more inclusive future.
It’s a yes from me.
Consider Michelle Yeoh's appointment—a game-changer in the realm of brand ambassadors. A 61-year-old Asian-identifying woman representing a high fashion brand? How many brands choose ambassadors that break free from conventional beauty standards dictated by race and age? And that, I believe, is precisely the point. Balenciaga decisively shatters the chain, infusing the brand with a breath of fresh air for those craving diversity or just something different, something new in luxury.
Challenging beauty norms isn't for the faint-hearted. The fashion world has long celebrated young, ultra-thin, Caucasian women, and these images pervade our lives. And images are enormously powerful. Yet, Balenciaga chose to buck the trend. Partnering with Michelle Yeoh not only helps redefine beauty standards but injects vitality into the brand.
I find it immensely inspiring to see a brand fearlessly reshape beauty standards, particularly in an era where the prevailing trend resists change. We saw a 24% decline in midsize or plus-size models in women's wear shows, resulting in many urging the industry to reassess its choices on body representation. Only a handful of top-tier luxury brands embraced diversity in body sizes at fashion weeks this year, such as Michael Kors, Coach, Dolce & Gabbana, Chanel, Alexander McQueen, Chloé, and Nina Ricci. For those who've followed my predictions on Victoria’s Secret's decline due to their resistance to diversity, I foresee the same fate awaiting brands who refuse to change. So, staying ahead of the curve isn't just a suggestion; it's a necessity.
What’s more, in this age, age itself should be a non-issue, and it pains me to emphasize this. Yet we still fall short in portraying aging positively, perpetuating societal pressure. Apparently, we are still supposed to believe that younger is somehow prettier and better. Says who? Model Cindy Crawford, at 56, certainly doesn’t: “I’m not 25, so why should I be trying to look 25?” And I’m sure Michelle Yeoh at 61 would agree.
As we anticipate China's resurgence post-COVID-19 that’s expected to drive a surge in luxury sales, Balenciaga's foresight in bringing on Asian-identifying Michelle Yeoh I believe aligns perfectly. With Chinese consumers expected to spearhead 60% of spending growth by 2030. Speculations of a 20% increase in luxury demand in 2023 further solidify China's role as a pivotal growth engine for the luxury goods industry, offering top-tier brands substantial benefits.
And in the spirit of revolutionizing norms, I believe Michelle Yeoh's ambassadorship not only symbolizes Balenciaga's commitment to diversity but sets a powerful example for the industry. Her presence is not just a marketing move; it's a statement, a celebration of breaking barriers and embracing change.
So for leaders stuck in outdated rules in the name of business, I say it's time to set yourself free. Ask yourself: What standards will I be ditching today for the greater good?
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)
