Giorgio Armani has just announced that leading Asian actor Takeshi Kaneshiro will be the first Asian male face to appear in an advertising campaign for Emporio Armani in the Fall 2008 men’s collection. A well recognised face throughout Asia, Takeshi’s signing as the new testimonial for Emporio Armani corresponds with the brand’s growing development in the China market, which will celebrate the opening of 13 new Emporio Armani stores around the country within 2008.
Takeshi joins David Beckham who is the official testimonial for Emporio Armani Underwear and KaKa, the testimonial for Emporio Armani Menswear in Europe and the Americas. Takeshi will appear in a special advertising campaign for the Emporio Armani Fall 2008, which will be rolled out in Hongkong, China and Taiwan in leading fashion and lifestyle magazines and on signature billboards.
The union between Giorgio Armani and the film industry is well documented. It all started with the wardrobe he created for Richard Gere in American Gigolo in 1980. Over the years Giorgio Armani has continued to show his passion for motion picture. Giorgio Armani began his support of Asian cinema in 2006 with the costume design for a Chinese language motion picture Confession of Pain, starring Takeshi.
Takeshi has appeared in over 30 films including many landmarks of Asian cinema, among them Wong Kar-Wai’s Chungking Express in 1994. Of Chinese and Japanese descent, Takeshi’s filmography is not limited to Chinese language productions including House of Flying Daggers, Perhaps Love in 2006, The Warlords in 2007 and this year’s Red Cliff but also Japanese films including Returner in 2002.
Giorgio Armani said, “I am excited to collaborate with Takeshi on this new advertising campaign. He is a film and style icon in Asia where his fame transcends cultures both East and West. His sense of effortless style is very contemporary and sophisticated and together with his good look makes him the ideal testimonial for Emporio Armani.”