Continuing its love affair with the music industry, Chanel has named Chinese breakout star Shan Yichun its latest brand ambassador.
The 24-year-old Shan stepped into the limelight in 2020 as the youngest winner of the singing competition “The Voice of China.” In 2024 and 2025, she was recognized as the leading female artist by China’s Digital Music Communication Value Ranking.
“Singer Shan Yichun becomes a Chanel brand ambassador, embarking on a dreamlike journey — a rendezvous with Chance, where together we write our own story of serendipity,” Chanel said in a statement.
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“She says, ‘To be inspired is a stroke of destiny.’ For her, seizing opportunity is an attitude, and giving her all is a conviction,” the statement added.
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“It is a great honor to embark on a brand-new, dreamlike journey with Chanel,” Shan said in an exclusive interview with WWD. “As our partnership has deepened, I have gained a deeper understanding of Chanel’s commitment to and support for artistic creation. I’m truly looking forward to the stories we will create together.”
Shan counts more than 25.5 million followers on Instagram, Weibo, Xiaohongshu and Douyin combined.
Shan began working with Chanel in 2023. Most recently, she performed at a Chanel Eau Splendide launch party in Tokyo alongside the Chanel muse Angèle, Taiwanese jazz songstress 9m88, Thai singer and actress Ally Nitibhon and Japanese hip-hop artist Lana.
For the singer, Chance is a fragrance that helps to calm her nerves before getting on stage. To show her love for the scent, Shan performed on a purple-themed stage during Bilibili‘s 2026 New Year’s Eve Gala and adapted the lyrics to echo the fragrance’s theme. As the song reached its climax, confetti bearing the words “take your chance” cascaded down on the stage — a pointed reference designed to resonate with China’s fan culture.