DAMAGE CONTROL: Versace is trying to improve its relationship with Beijing by sponsoring the 28th edition of the Chinese government-endorsed Golden Rooster and Hundred Flowers film festival, three months after Versace lost brand ambassador Yang Mi and ignited Chinese ire over sovereignty by mislabeling Hong Kong and the disputed region of Taiwan as separate countries.
The Italian fashion brand will be the only appointed clothing brand for this year’s festival, which is the Chinese equivalent of the Golden Globe Awards. The event will take place in Xiamen, which is located on the other side of Taiwan strait, from Nov. 19 to Nov. 23. Many of China’s top actors are expected to be dressed by the brand for the red carpet and award ceremony.
“Versace will accompany the film festival and filmmakers with its uniquely thought-out and colorful fashion,” the brand said.
The Italian fashion brand will be the only appointed clothing brand for this year’s festival, which is the Chinese equivalent of the Golden Globe Awards. The event will take place in Xiamen, which is located on the other side of Taiwan strait, from Nov. 19 to Nov. 23. Many of China’s top actors are expected to be dressed by the brand for the red carpet and award ceremony.
“Versace will accompany the film festival and filmmakers with its uniquely thought-out and colorful fashion,” the brand said.
Versace’s announcement on the Golden Rooster and Hundred Flowers film festival sponsorship.
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The sponsorship was revealed at a time when the Chinese authorities are boycotting the Taipei Golden Horse film festival, which will be held on Nov. 23 in Taipei, after Fu Yue, who won the best documentary award last year, expressed her pro-independence political views on stage. The award is considered one