Following I.T’s collaboration with Chinese-born Canadian actor/singer/model Kris Wu as creative director, the multi-brand fashion house has appointed the style icon as its first brand ambassador – or “spokesman” in the company’s terminology.
Wu is heading up I.T’s latest campaign and showing off its latest range in a series of visuals and a short film.
This Youtube video gives a teaser of the film:
Props include a modified vintage car, neon lights and a vintage TV set and radio, giving the campaign a nostalgic feel against the setting of the old urban quarter. Wu raps to beats in the short film as neon signs behind him echo titles from his latest EP.
He also showcases styles from CA4LA, Comme des Garcons Homme Plus, Comme des Garcons x Nike Air Force One, Fear of God, Off-White and new I.T label Under Garden.
All retail channels of the group will display the campaign, including 3D lenticular prints and posters.
Wu gained international fame for his role alongside Vin Diesel in the action movie xXx: Return of Xander Cage.