When Chinese badminton superstar Lin Dan was spotted looking tan and immaculately groomed at the AW13 Dolce & Gabbana show in Milan earlier this month, there was a palpable frisson of excitement. Why was he there? Was he the new spokesperson of the Italian luxury fashion house? Turns out, yes, he is.
Today, it has been announced that the two-time Olympic Gold medallist joins fellow good-lookers such as Monica Belucci and David Gandy to be dressed exclusively in Dolce & Gabbana. No stranger to working with well-known athletes, Dolce & Gabbana have also put stalwart Italian soccer stars Antonio Di Natale, Vincenzo Iaquinta, Claudio Marchisio, Federico Marchetti and Domenico Criscito in their 2010 underwear campaign to coincide with the 2010 World Cup in South Africa.
By placing Mr Lin Dan front and center of their marketing efforts, Dolce & Gabbana has more than guaranteed that they have the attention of luxury-consuming bohemeth. China and the rest of Asia in their grasp. Shrewd move, sirs.