The British heritage label Kent & Curwen is stepping into a vibrant new chapter as it prepares to celebrate its 100th anniversary in London at the end of March. The brand has announced that it has appointed Chinese singer and fashion icon Xin Liu as its latest global brand ambassador.
Xin Liu, recognized for her captivating dance performances and distinctive musical style, has quickly risen through the ranks to become one of China’s foremost entertainers and trendsetters. Her androgynous aesthetic and dynamic presence make her a standout figure in the fashion industry.
Gaining fame as the top contestant on the reality series “Youth With You 2,” Liu subsequently became a member of the popular Chinese girl group The9. In 2021, she embarked on her solo career, collaborating with high-profile brands including Dior, Sisley Paris, and Ray-Ban, showcasing her influence and appeal within the fashion domain.
According to Kent & Curwen, Liu’s dedication to self-expression and artistic pursuit aligns perfectly with the brand’s vision, making her a fitting choice to reinterpret its signature style for a contemporary audience.
On March 31, Liu will mark her debut for the brand by attending the Kent & Curwen centennial runway show at Westminster School in London. The event will celebrate the evolution of British preppy fashion and aims to highlight the brand’s efforts to revitalize its legacy for the modern consumer.
Kent & Curwen is currently under the ownership of Guangzhou-based Biemlofen, which acquired the label along with Cerruti 1881 in 2023. Following this transition, Daniel Kearns was appointed as the chief creative officer. His leadership is focused on cultivating a younger, more diverse brand image while expanding its retail presence in the Greater China region.
In conclusion, the collaboration between Kent & Curwen and Xin Liu signifies a modern renaissance for this historic brand. As they gear up for their centenary celebration, Liu’s artistic influence alongside the brand’s heritage offers a promising glimpse into the future of fashion that embraces both tradition and innovation.
