Renowned luxury footwear and accessories brand Jimmy Choo has officially named Chinese actress and model Bai Lu as its new Brand Ambassador for the Asia-Pacific region. This exciting partnership marks a significant milestone as the brand unveils its latest Summer 2025 campaign featuring Bai Lu in the spotlight.
Bai Lu, celebrated for her elegance and strong screen presence in hit dramas like Love Is Sweet and Till the End of the Moon, perfectly embodies the youthful confidence and sophisticated charm synonymous with Jimmy Choo. The campaign highlights the brand’s signature Curve Bag, a standout piece from the new collection, alongside other key items designed for the summer season.
Shot in Beijing under the creative direction of Ren Shenyun and styled by Min Rui, the campaign showcases Bai Lu’s playful yet poised spirit. A series of striking visuals and short films capture her auditioning for the campaign, expressing a message of self-confidence and empowerment — values at the heart of Jimmy Choo’s brand philosophy.
Sandra Choi, Jimmy Choo’s Creative Director, praised Bai Lu, saying,
“She radiates a captivating blend of grace and strength, perfectly aligning with our vision for the brand in this dynamic region.”
Expressing her enthusiasm, Bai Lu shared,
“I am truly honored to join the Jimmy Choo family. Every piece inspires me to express my confidence and individuality.”
The announcement has generated buzz across social media platforms, with fans and fashion enthusiasts eagerly embracing the collaboration. As Jimmy Choo continues to expand its influence in the Asia-Pacific market, Bai Lu’s appointment represents a strategic choice to connect with a new generation of luxury consumers.
Jimmy Choo’s Summer 2025 collection, with Bai Lu front and center, is now live on the brand’s website and social channels, inviting fashion lovers worldwide to experience the allure of elegance combined with modern flair.
