EXCLUSIVE: Jimmy Choo Taps Bai Lu as APAC Brand Ambassador

BAI LU SUMMER: British luxury footwear and accessories label Jimmy Choo has tapped Bai Lu, one of China‘s most followed actresses on Douyin, the Chinese version of TikTok, as its Asia-Pacific brand ambassador.

She appears in the brand’s latest summery campaign, shot in Beijing, showcasing the new Curve bag from Jimmy Choo, as well as popular styles such as the Adeline 60 pumps, the Diamond Sling sneakers, the Aren SB 45 slingbacks, and the Bon Bon bag.

“Bai Lu perfectly embodies the spirit of Jimmy Choo,” said the brand’s creative director, Sandra Choi. “Not only is she multitalented, but she radiates confidence with youthful grace and poise.”

“It’s an honor to join the Jimmy Choo family. I have always admired the brand’s creativity and craftsmanship — each piece inspires me to express myself with confidence, bringing a sense of joy every time I wear them,” said Bai, who has over 33 million followers on Douyin, 27 million on Weibo, and over 7 million on Xiaohongshu.

Bai rose to fame in China for starring in a series of popular dramas, such as “Feud,” “Untouchable Lovers,” “The Legends,” “Story of Kunning Palace,” and “Till the End of the Moon.” She gained further public recognition for her continuous appearance as a host in the buzzy variety show “Keep Running.”

She joins Jimmy Choo’s growing family of ambassadors, which also includes Wang Yibo, Victoria Song, and Mi-Yeon.