Jimmy Choo is taking strengthening its relationship with Bai Lu (白鹿), officially promoting the Chinese actress from Asia-Pacific ambassador to global brand ambassador – an expansion that crosses both the geographic scope and the narrative ambition of the partnership.
The move builds on earlier collaborations, where Bai Lu fronted campaigns for the Adeline Mary Jane shoes and Curve handbag. Now, the partnership extends into fragrance, with a focus on the ‘I Want Choo With Love’ positioning. It’s a theme that leans into bold, instinctive attraction rather than polished perfection.
There is clear thinking behind the progression: Jimmy Choo has moved from product-led storytelling (shoes and bags) into something more emotive and identity-driven. Fragrance, as ever, sits closer to the self. Bai Lu’s promotion signals a shift from styling the exterior to shaping a more holistic brand persona.
Who is Bai Lu, and why has Jimmy Choo promoted her now?
Bai Lu, born Bai Mengyan (白梦妍), is one of China’s most visible television actresses, rising through a mix of costume fantasy and modern romance dramas. Titles such as The Legends and Love Is Sweet helped establish her mainstream appeal, while later projects expanded her reach across genres.
Her screen persona – emotionally expressive but grounded – translates well into brand work. She projects a kind of natural feeling that doesn’t come with too much media polish.
Commercially, that puts her in a sweet spot. Strong digital traction, broad female audience appeal, and the flexibility to move across fashion, beauty, and lifestyle categories. For brands, that makes her less a campaign face and more a narrative anchor.
As luxury brands in China pivot toward longer-term storytelling and cross-category integration, ambassadors are expected to carry meaning, not just visibility. Bai Lu’s elevation suggests Jimmy Choo is playing precisely that game. They’re not the only luxury fashion brand to betting on a more cohesive image strategy.
