Chinese actress Yu Shu Xing, widely recognized by her screen name Esther Yu, has been announced as the new ambassador for the Italian fashion house Moschino. The move signals Moschino’s ongoing commitment to pairing its bold, artful aesthetic with talents who can embody a modern, global appeal. The news was confirmed by a representative of the Moschino parent company, reinforcing the label’s intent to fuse strong on-screen presence with the brand’s iconic attitude.
According to statements from the Moschino leadership, Esther Yu’s poise in front of the camera, along with her affinity for enduring style, aligns closely with Moschino’s core values. The house’s leadership emphasized that her energy complements the house’s vibrant, inventive spirit, suggesting a seamless collaboration between Esther Yu and the Moschino universe. This partnership is framed as a natural fit that can help amplify the house’s storytelling through fashion and media.
In a formal remark, Esther Yu expressed her enthusiasm for the collaboration, noting that Moschino’s fearless approach to fashion and its long-standing dedication to innovation resonate with her own artistic sensibilities. She highlighted the opportunity to act as a House of Representatives Ambassador for the brand and looked forward to a series of creative projects that would showcase the designer’s daring vision. The statement underscored a mutual expectation of exciting moments and dynamic exchanges throughout the partnership.
The brand has indicated that Esther Yu will feature prominently in the campaign materials for the Pre-Fall 2023 program, contributing to Moschino’s ethos of surprise, playfulness, and modern elegance. The campaign is anticipated to blend high fashion with a narrative-driven concept, inviting audiences to experience Moschino’s playful subversion of traditional couture norms.
Esther Yu rose to prominence with her debut in the television series Border Town Rake in 2016 and has since become a familiar face within Chinese television and popular culture. Her recent appearance at Paris Fashion Week, where she attended the Givenchy collection show, signals a growing cross-cultural presence and suggests a natural alignment with luxury houses that prize international recognition and forward-looking style. This visibility in one of fashion’s most prestigious platforms enhances the perception of her as a global ambassador capable of bridging East and West fashion dialogues.
Industry observers note that Moschino has seen leadership changes in recent years, and the appointment of Esther Yu is viewed as part of a broader strategy to refresh the brand narrative while maintaining its distinctive voice. The collaboration is framed as an opportunity to reach new audiences in Asia and North America, where Moschino aims to deepen engagement with fans who value bold graphics, ironic humor, and chic irreverence. The partnership is documented in corporate communications and fashion press reports, with attribution to Moschino’s communications team and brand representatives.