Kris is now saving Burberry from a slump, gets called EXO’s former “frontman”

Naming Kris their brand ambassador has apparently paid off in spades for Burberry, according to The Telegraph.

Burberry is expected to unveil a welcome return to sales growth this week, buoyed by a surge in Chinese shoppers on the back of its collaboration and campaign with pop star Kris Wu. The British fashion house is one of the most exposed brands to the slowdown in Chinese luxury spending following a rampant expansion of its shops that means the region now accounts for a quarter of Burberry’s sales. However, the retailer has taken action to address the sales slump by naming Wu, who was the frontman for South Korean-Chinese supergroup EXO, as its brand ambassador. A separate clothing collaboration with Wu has also spurred demand across Asia.

“Wu, who was the frontman for South Korean-Chinese supergroup EXO…”

HAHAHAHAHA

YES

Analysts at Barclays said the Wu campaign has boosted Burberry’s sales and awareness with shoppers on Chinese social media channel WeChat. Barclays’ Julian Easthope predicts a 2pc lift in like-for-like sales over the quarter.

Honestly it’s gonna surreal that the guy who I knew most for this exchange…

…is now literally saving Burberry from a sales slump by powering their market back up in China.

What the fuck.