Chinese Idol Cai Xukun Named Cos Global Brand Ambassador

by · WWD
Cai XukunCourtesy

Cos has named Chinese artist and music producer Cai Xukun, also known as “Kun,” its latest global brand ambassador, underscoring the brand’s ambitions to speak directly to China’s digitally savvy fashion consumer.

With a multifaceted career spanning music, performance and production, Cai has cultivated a distinctive artistic identity during his entertainment career. The performer has previously been linked to Gentle Monster, Charlotte Tilbury and Versace.

The H&M-owned brand said in a press release that Cai’s “dedication to creativity and innovation” naturally resonates with the brand’s commitment to craftsmanship and contemporary design.

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For Cai, the alignment is more about a mutual dedication to experimentation and creation. “’Cos’ focus on design, materials and detail, together with its clear and intentional approach to expression, resonates strongly with me,” said Cai.

The campaign sees Cai photographed in an all-black look from Cos’ fall 2026 collection, with a broad-shouldered blazer and turtleneck paired with relaxed trousers that lean into Cos’ minimalist aesthetic.

Cai counts more than 77 million followers on Instagram, Douyin, Xiaohongshu and Weibo combined.

The Chinese star, who came out stronger from a highly publicized controversy in 2023, gained renewed interest online with a more approachable image and a viral music video for the English single “What a Day,” which was released earlier this year.