Why you should stop trying to make #FENTYxKAI happen: a thread

Let us begin with the basics: Gucci's parent company is Kering Group. Fenty's parent company is LVMH. Now, these two giant companies are DIRECT competitors. It's either a Gucci or a Louis Vuitton household. You

cannot have both. Therefore, if Fenty had to select Kai for their brand, Kai would have to leave Gucci. No way in hell can Gucci allow their brand ambassador to work with a rival brand, even if Fenty is cosmetics and Gucci isn't. However, Gucci is about to expand into

beauty, so MORE competition. Now, let us look at some stats: Gucci's market share in Asia Pacific in 2019 was a whopping 38%. Meanwhile, Fenty only made its way into Asia in 2019. Fenty, when in competition with Gucci, still has some way to go before they can catch up in this

region. Besides that, Gucci has something Fenty is still working on: prestige. Gucci has been around since the 1920s. The way they do things would be very different than how Fenty does things. Fenty's social media domination can't be denied and since we live in such digitalized

times, it is obvious you see more of Fenty than Gucci. Since we all want our favs to go viral, I understand why you would feel the #GucciGlobalAmbassador_KAI is underwhelming. But that is NOT how luxury brands work. They can put one ad a year and they will still sell. Here, we

move into the branding of both brands. Gucci is high, luxury fashion. They have an haute couture range and a pret range. While Fenty is expensive, it can't be placed among the luxury range because of the pricing. Fenty is still mad high quality but it doesn't sit there with

its cousins like Louis Vuitton, for example. Next, I'd like to talk about what a brand ambassador means: "A brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales.

The brand ambassador is meant to embody the corporate identity in appearance, demeanour, values and ethics." Do you understand now how significant Kai's reputation is for Gucci? He wasn't chosen randomly. The creative director in Gucci decided Kai FIT the brand. And as long as

the CD remains at Gucci, so will Kai most probably. Some brand ambassadors and their association with brands is largely personal and can last decades. Kiera Knightley and her association with Chanel Beauty is a great example. Even with Lagerfeld gone, she's still their face.

It's a lot for the sake of art and a lot of it is about business. Kai is popular, you can never deny that. Alessandro Michelle's Gucci man isn't some hyper-masculine entity. Michelle is great at balancing the masculine with feminine and look at Kai, he has the grace of a panther

with the charm of a gentleman. He is the Gucci man through and through. I have studied fashion, both the creative and business side of things for years. I have worked for several premium fashion websites, so I do know what I'm talking about. And now, to the last point: fandom.

A very observant mutual of mine saw that the only time the Fenty hashtag trends is when any of the other EXOs do any beauty brand deals. She saw it during Tirtir and Baekhyun and once again with Sehun and Dr.Jart. Don't make this into a competition when your constant trending

could hurt Jongin's relationship with Gucci. All the EXOs are doing well. And maybe your Kai and beauty agenda could be fulfilled if Gucci ropes him in for their beauty range.

Final thoughts? Listen, I'd kill to see Jongin and Rihanna together too but I'm prouder that Jongin is

the face of a brand like Gucci. Michelle had given this brand a new breathe of life and I love how Jongin gets to be a part of this new transformed Gucci.
So, yes, this is it. Do some research on your part, try to understand how prestige brands like Gucci work and you'll see why

Oh, I forgot to add: brand ambassadorships are SERIOUS business. This is an anecdote from my life. There was a celebrity who exclusively worked with Dior and the stylist in question (I was a mere assistant here), didn't know this. The celeb was mistakenly given a competitor

brand's outfit to wear and all hell broke loose when the shoot was published. The celeb in question almost lost her sponsorship. This is why Lucas was hiding his LV bag when he works with Burberry. This is why it's so important that fandom with its power doesn't hurt Kai.

Ok. I need to add to this thread. But this time I'm asking a question:
May I ask what part of Kai working with a brand like Gucci not making you happy? I genuinely don't mean any shade here. I work in social media marketing and I have worked with fashion brands. If I was doing a

brand campaign with a celeb and I saw such fan reactions, I would think wonder why. While sales matter the end of the day the most, if this call campaign doesn't cause the stir and excitement, it would make me think we chose the wrong person. So, based on all the retweets

where most people seem disheartened instead of proud of Kai for bagging Gucci, I am asking: why.
I've seen counters where you wanted Kai to work with an inclusive brand but do you know how inclusive Gucci has been under Alessandro Michele? I'd urge you to visit their Instagram

Adding to this again because of #KAIxBOBBIBROWN:

Yes, I know Bobbi Brown is "bland" compared to Fenty...but have you seen how the Korean gp likes their makeup? Now, join the dots. Fenty is doing great but BB has been in SK for longer.