Jimmy Choo has named Chinese actress Bai Lu as its new Global Brand Ambassador, deepening its partnership with one of China’s top entertainment stars. Bai Lu will also represent the brand’s fragrance line, building on her connection with the luxury label.
This is a big promotion from Bai Lu’s earlier role as Asia-Pacific Brand Ambassador, which she held since 2025. In that position, she appeared in ads for Jimmy Choo’s Curve bags and signature shoes like the Adeline 60 pumps, Diamond Sling sneakers, and Aren SB slingbacks.
With this new role, Bai Lu joins Chinese actor Wang Yibo as one of the brand’s global representatives.
Bai Lu is famous for starring in popular Chinese dramas like Story of Kunning Palace, Till the End of the Moon, The Legends, and Untouchable Lovers. She has a huge following on Chinese social media, especially on Douyin, which is similar to TikTok. Her strong online presence and rising international profile make her a valuable choice for luxury brands looking to reach younger Asian audiences.
In Jimmy Choo’s new fragrance campaign, Bai Lu appears in a simple, minimal setting. This keeps the attention on her and the brand’s signature perfumes, such as I Want Choo, I Want Choo With Love, and Jimmy Choo Floral.
Sandra Choi, Jimmy Choo’s Creative Director, said Bai Lu is a great example of the modern Jimmy Choo woman because of her confidence, versatility, and elegance. Choi believes Bai Lu naturally reflects the brand’s style and spirit.
Bai Lu shared her excitement about the new partnership, saying she is honored to start this new chapter as Jimmy Choo’s global ambassador and the face of its fragrances. She also said the brand’s creativity and elegance always boost her confidence.
This move is part of a bigger trend in luxury fashion, where global brands are working more with Asian celebrities who have strong local influence and growing international fame. As Chinese stars play a bigger role in luxury marketing, Bai Lu’s new position at Jimmy Choo shows the brand’s commitment to connecting with Asian consumers and building its global image.