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Wu first found fame as a member of the wildly popular EXO K-pop boy band in 2012 and — since being back to China launching a solo career in 2014 — he has become almost ubiquitous in China.

Their message to Burberry’s headquarters was clear: it had made a wise choice in Wu and they would now put their money where their mouth is.The collaboration has been seen as a win for the British brand, which this year saw first-quarter retail revenue rise 3 percent on an underlying basis to £478 million (3.2 million), above analysts’ estimates of £471 million.“We have collaborated on several projects, from him walking in our shows, to the curation and edit of collections, social media projects and hosting events together.It’s always fun and we often chat to explore other creative projects that we can do together.” As soon as Burberry tapped Wu, his fans took to social media, calling out to one another to buy the brand.“The fact that he speaks good English also makes it easier for him to communicate with fans and partners outside China.

Two years ago, when I planned to launch the Vogue Me [magazine] brand, I put him on the cover [of Vogue China] with to test the reaction from Millennial readers.” The issue sold out online in minutes.

Banking on the ‘wang hong’ economy Wu has acquired a taste for the ostentatious jewellery traditionally associated with American hip-hop artists.

Layers of gold chains and an earring in each ear accessorise an outfit comprised of pieces from Burberry’s “Kris Wu Edit” — a selection hand-picked by Wu, the brand’s first Chinese ambassador.

Following this phenomenal early success, the “Kris Wu Edit” was officially launched in November last year.

For Burberry’s chief creative officer and president, , who first met Wu at the Met Gala in 2015, the partnership was a natural fit. He works, creates and lives fluidly across lots of different areas, from music to film to style and across many different geographies. It was very soon after we first met that we started to explore ways of working together,” says Bailey.

“In the past you wouldn’t imagine someone at my age working with Burberry or Bulgari because they have a long history and are such classic brands,” explains Wu. They already have older customers, they already have that market and they want to explore new markets, younger markets, and that’s what I can offer them.