BIGGER ROLE: British luxury footwear and accessories brand Jimmy Choo is deepening its ties with Chinese actress Bai Lu, promoting her to global brand ambassador and the face of its fragrance portfolio, which is operated under a licensing agreement with Interparfums that began in 2009.

It is a title also held by fellow Chinese actor Wang Yibo.

The move marks a step up from Bai’s role as Asia-Pacific brand ambassador, a position she has held since 2025, when she first fronted a campaign shot in Beijing that highlighted the Curve bag and key footwear styles like the Adeline 60 pumps, the Diamond Sling sneakers and the Aren SB 45 slingbacks.

The actress, known for her roles in a series of popular dramas, such as “Feud,” “Untouchable Lovers,” “The Legends,” “Story of Kunning Palace” and “Till the End of the Moon,” remains one of the most-followed stars on Douyin, the Chinese version of TikTok, commanding a combined audience of tens of millions across major Chinese social platforms.

“She perfectly captures the essence of the Jimmy Choo woman; she is multitalented and exudes an effortless confidence that feels unmistakably modern. I am thrilled to see her take on this new role, welcoming her as a global brand ambassador and face of the Jimmy Choo fragrance lines,” said Sandra Choi, the brand’s creative director.

The new campaign placed Bai in a pared-back setting that highlights her as the focal point, and messaging centered on Jimmy Choo’s core women’s fragrances “I Want Choo,” “I Want Choo With Love” and “Jimmy Choo Floral.”

“I am excited and honored to embark on a new chapter with Jimmy Choo as global brand ambassador and face of the fragrance portfolio. The brand’s creativity and elegance always make me feel at my most confident,” Bai said.