Cover From the screen to the spotlight, Song Weilong’s latest campaigns show how his presence shapes the face of modern luxury (Photo: Song Weilong/Instagram)
From the screen to the spotlight, Song Weilong’s latest campaigns show how his presence shapes the face of modern luxury (Photo: Song Weilong/Instagram)
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From the small screen to high-end campaigns, Song Weilong defines the intersection of talent and luxury
Song Weilong is a Chinese actor and model whose presence in popular television and film has grown alongside a carefully curated portfolio of luxury partnerships. His career has entered a new chapter with Shine on Me (骄阳似我), the 2025 workplace romance that brought him back into sharp industry and audience focus after several years of varied projects. In the series, he plays Lin Yusen, a composed vice‑president at a clean energy firm whose emotional reserve gives way to a deeper connection with his co‑star Zhao Jinmai’s character, Nie Xiguang, across 36 episodes that aired from December 2025 and into 2026.
This sustained momentum has dovetailed with Song Weilong’s parallel engagement in a slate of luxury brand partnerships that span fashion, jewellery, watches and beauty. Over recent years he has moved fluidly between the demands of television production and commercial collaborations with established global houses. In each case, Song Weilong’s role has been defined by how the brand positions its creative ambassadors within campaigns, seasonal activations and public appearances.
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Gucci
In May 2024, Italian fashion house Gucci announced Song Weilong as a brand ambassador. His first major campaign under this role was the 520 Valentine’s Day campaign, intended to coincide with Chinese expressions of romantic celebration, in which he appeared with fellow ambassador Wen Qi and highlighted key ready‑to‑wear and accessories from the season. Song’s involvement also included appearances at Gucci’s men’s fashion show in Milan and at branded events in Shanghai that year. More recent Gucci campaigns have continued to feature him, including a Qixi Festival campaign shot with Wen Qi that expanded the narrative beyond its initial seasonal focus.
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Mikimoto
In 2022, Song Weilong was named the first global male ambassador for Japanese high-end pearl jeweller Mikimoto. This marked a historic appointment for the century‑old maison, which had not previously appointed a man to a global ambassador role. As part of this collaboration, Song has appeared in brand events and promotional activities that emphasise the heritage and craftsmanship of Mikimoto’s pearl jewellery. The partnership aligns his public image with luxury jewellery narratives and broadens both his and the brand’s visibility in markets sensitive to celebrity endorsements.
Omega
In late 2025, Swiss watchmaker Omega announced Song Weilong as a brand ambassador, welcoming him into its roster of figures representing the company’s heritage and technical expertise. The announcement and subsequent campaign materials positioned him as part of Omega’s broader strategy to engage with younger, style‑driven consumers while emphasising the brand’s long history in precision watchmaking. Song has appeared at events including product launches and regional activities that highlight collections such as the Planet Ocean line, underscoring his role in articulating Omega’s identity in Greater China and beyond.
Guerlain
French beauty house Guerlain named Song Weilong its makeup ambassador in 2026. His work with Guerlain includes campaign imagery released for Valentine’s Day that paired him with his co-star Zhao Jinmai, who serves as skincare ambassador. The visuals were accompanied by promotional and social media activity tied to Guerlain’s seasonal products. This collaboration puts Song within the beauty segment of luxury branding, with the campaign’s roll‑out supported by official releases from both the house and secondary reporting.
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Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
