Xin Liu Joins Kent & Curwen as Global Ambassador
Xin Liu has been named global ambassador for Kent & Curwen, a strategic appointment that underscores the label’s push toward a younger, international audience—particularly in China.
The announcement arrives as the British house prepares to celebrate its centenary in London at the end of March. Liu will make her first official appearance for the brand on March 31, attending the anniversary runway show at Westminster School, where Kent & Curwen is set to revisit and modernize its preppy heritage.
A trained dancer turned pop star, Liu rose to prominence as a finalist on the Chinese reality show Youth With You 2 before joining the girl group The9. Since launching her solo career in 2021, she has cultivated a distinct identity—defined by androgynous styling, performance precision, and a sharp visual language—that has resonated across both music and fashion.
Her alignment with Kent & Curwen feels deliberate. The brand cited her commitment to self-expression and artistic rigor as key to reinterpreting its codes for a new generation. Liu has previously collaborated with global names including Dior, Sisley Paris, and Ray-Ban, positioning her at the intersection of luxury and youth culture.
The appointment also reflects broader changes within Kent & Curwen. Since its acquisition by Guangzhou-based Biem.L.Fdlkk Garment Co., Ltd. in 2023—alongside Cerruti 1881—the brand has accelerated its global repositioning. Under creative director Daniel Kearns, the focus has shifted toward a more contemporary, internationally relevant image while expanding its footprint in Greater China.
