Jimmy Choo is widening its global strategy by promoting Chinese actress Bai Lu from Asia-Pacific ambassador to global brand ambassador. The move signals a clear shift from regional representation to a broader international role, placing her at the centre of the brand’s global identity.
This isn’t just a title change. Bai Lu has already fronted campaigns for the Adeline Mary Jane shoes and the Curve handbag, but her role now expands into fragrance, including the “I Want Choo With Love” concept. That direction leans into emotion and personal expression, moving away from straightforward product promotion.
For Jimmy Choo, the update reflects a wider change in how it tells its story. Instead of treating shoes, bags and accessories as separate marketing stories, the brand is building a more unified identity across categories. Fragrance sits at the centre of that shift, acting as a more personal entry point into the brand’s world.
Bai Lu’s appeal plays into this approach. Known for roles in series such as The Legends and Love Is Sweet, she has built a strong presence in Chinese television, moving between fantasy dramas and modern romance with ease. Her on-screen style is expressive but restrained, which has helped her connect with a wide, digitally engaged audience.
For luxury brands targeting China, the focus is on long-term storytelling and cross-category integration. Ambassadors must deliver meaning beyond visibility, and Jimmy Choo’s bet on Bai Lu reflects this strategy amid wider industry trends.
