The members of NCT are on a roll. From exclusive invitations to shows to stealing the spotlight at events, 2021 has seen the multicultural group fostering connections with luxury brands. The 23 member act has continuously made headlines throughout this fashion season, becoming a force to be reckoned with in the international scene. And apparently, there are no signs of stopping. Chosen as a model by the Italian fashion house Gucci, WayV/NCT/SuperM‘s Lucas is carrying out a completely new feat with his first fashion advertising campaign. 

 

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The Power of Gucci

According to Lyst, a search platform that analyses the performance of fashion labels — taking into account sales, search data, and social media engagement — Gucci is currently the hottest brand in the world. Behind the house’s success, there are major moves like the collaboration with Balenciaga for the “Gucci Aria Collection,” the introduction of a homeware line, and the launch of “Gucci Beloved.” 

Reaching Asia

In addition to these global initiatives, Gucci has dabbled into the capsule collection trend and expanded its focus in Asia. Whether it is by taking fashion shows to China or opening flagships stores in Seoul, the brand has strengthened its efforts to connect with “young affluents in Asian markets.” So far, the Italian powerhouse has experienced a major social media boost through its collaboration with EXO’s Kai. Commemorating 100 years of the fashion house, the Kai x Gucci capsule collection made waves in the world of fashion and earned Gucci the most responses on a social media post. 

https://twitter.com/gucci/status/1366037772264484870

However, Gucci’s brand strategy has grown beyond featuring stars and has incorporated important cultural elements. Take as an example, the Doraemon-inspired capsule collection that they presented during the Lunar New Year or the marketing strategies geared to connect with customers on local festivities like “Chinese Valentine’s Day.” 

The Business Of Love

Just like Vogue Business states, “love is big business in China.” The country celebrates at least four special dates related to love and romantic relationships. Three of those festivals take place in the first half of the year and reports suggest that Gucci was at the forefront of social media buzz during the most recent Cyber Valentine’s Day (520). Now, Gucci has gone the extra mile and created a special collection to celebrate the Qixi or Seventh Night (Tanabata) Festival.

This year the festivity dedicated to lovers — and one of the biggest sales-driving holidays in China — falls on August 14th. For the occasion, Gucci presented a selection of items with an apple patterned motif that makes allusion to the “apple of my eye” proverb. Surprisingly — or not really — Lucas Wong, member of NCT and WayV, is fronting this special campaign.

Lucas, the “Fashion Darling”

Hardly a newcomer in the fashion scene, Lucas has received the attention of brands and specialized media since his debut days. In 2018, Lucas modeled during the Seoul Fashion Week and was invited to the launch of Moschino’s collaboration with H&M, where he was named the “Latest Fashion Darling” by L’Officiel Singapore. Just a year later, the rapper was a guest in several Burberry events, culminating with a front-row seat at the SS20 show in London, and a mention in Vogue Paris. Ever since Lucas is a regular at fashion gatherings. 

This year alone, he attended the GQ Connect Muse Night, with fellow group member WinWin, with whom he also visited the opening event of Maison Margiela’s Legacy House. On June 22, Lucas joined a fashionable crowd at Gucci’s latest fashion show in China. Seated at the front row, Lucas caught the attention dressed in a casual look highlighted by Gucci staples like the Jackie 1961 mini bag, a G buckle belt, and the iconic Lion Head ring.

Lending His Image for #HowWeMet

Although Lucas was spotted at the “Gucci Aria” presentation in Shanghai, the news of his recent fashion endeavor still caused a stir among fans. Titled “How We Met,” and promoting the signature line “Gucci Les Pommes” (Gucci Apples in French), the fashion campaign is Lucas’ first as a model. Besides a few stills, the artist starred in a promotional video shown on Gucci’s social platforms and official page. Styled in an apple patterned blue cardigan and denim jeans, Lucas dives into the role of a celebrity who fatefully meets a fan and shares a short, romantic moment with her. The campaign was photographed by Leslie Zhang, under the creative direction of Alessandro Michele, and portrays different scenarios of “the gradual coming together of boys and girls in Shanghai.”

Fans Frenzy

Even before any official announcement from Gucci, fans promptly noticed Lucas gracing the How We Met Campaign. Taking to Twitter, they shared the news and exchanged praises for the singer on his first global campaign.

https://twitter.com/taeoxuxi/status/1415434130708336640

https://twitter.com/huangxuxiprint/status/1415369072682835968

Other than his charming personality and strong presence on stage, Lucas is also recognized for being a rising star in the world of fashion. With his established links with luxury powerhouses like Gucci, fans surely have a lot to look forward to regarding Lucas’ expansion beyond music.

Interested in more fashion coverage? Check out how WinWin stole the spotlight at Louis Vuitton’s store opening.

 

Thumbnail courtesy of Gucci

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