James Reid is one of the Asian musicians highlighted in the newest campaign by Kenzo, a French luxury brand.

New footage shows the Filipino-Australian singer-actor wearing items made by Nigo, Kenzo’s artistic director. The Fall-Winter 2022 collection is connected to the brand’s “Real-to-Be” concept, which was created in collaboration with the lifestyle magazine Hypebeast.

Aside from Reid, the ad features seven other Asian musicians: Afgan from Indonesia, Jaylerr from Thailand, Bibi from South Korea, Erik from Vietnam, Julia Wu from Taiwan, Tyson Yoshi from Hong Kong, and Aisyah Aziz from Singapore.

“Be persistent with your vision. To stay real is to stay loyal to yourself. I launched my music label to uplift artists who hold similar values as me. Everything aligns with who I am, from what I create and share with the world to how I style myself,” Reid stated, the founder of the record label Careless, in a video by Kenzo.

“Express your passionate confidence! You’re here to be yourself,” he said.

Reid just launched the music video for his track “u & I”, which stars Filipino-American model Kelsey Merritt.