On 13 June, Jimmy Choo announced actress Bai Lu as its new brand ambassador for the Asia-Pacific region.
Bai is best known for her lead roles in popular dramas such as The Legends, One and Only, and Untouchable Lovers. She has also gained wide recognition through her appearances on the reality show Keep Running. With her vibrant presence and clear talent, she reflects the confidence and energy of a new generation of Chinese actresses.
The campaign, shot on the outskirts of Beijing, captures the relaxed elegance of a city summer. A playful video accompanies the launch, with Bai appearing as a model auditioning for a Jimmy Choo campaign—a nod to her real-life love for the brand’s new Adeline Mary Jane heels.
Sandra Choi, the brand’s Creative Director, said: “Bai Lu brings our brand spirit to life. She’s a talented actress who shines with both confidence and grace. We’re excited to welcome her into our family.”
In the campaign visuals, Bai showcases highlights from the summer collection, including the CURVE bag, ADELINE heels, DIAMOND HOBO, AREN slingbacks, and the signature BON BON handbag. Her playful yet poised style adds energy and character to each piece. Looking ahead, Bai Lu and Jimmy Choo will continue working together to explore fresh takes on modern glamour and timeless elegance.