Jimmy Choo Appoints Bai Lu as APAC Brand Ambassador for 2025 Campaign

In a strategic move aimed at bolstering its presence in the Asia-Pacific region, British luxury footwear and accessories brand Jimmy Choo has appointed Bai Lu, one of China's most prominent social media influencers and actresses, as its brand ambassador. The announcement was made on June 12, 2025, coinciding with the launch of the brand's latest campaign featuring Bai Lu in Beijing, where she showcases the new Curve bag alongside established styles such as the Adeline 60 pumps and the Diamond Sling sneakers.

Bai Lu, a notable figure on Douyin, China's equivalent of TikTok, boasts a following of over 33 million users, making her one of the most influential voices in the Chinese fashion landscape. Her presence is expected to enhance Jimmy Choo's appeal to a younger demographic in the region. According to Sandra Choi, the brand's creative director, "Bai Lu perfectly embodies the spirit of Jimmy Choo. Not only is she multitalented, but she radiates confidence with youthful grace and poise."

The significance of this partnership stems from the increasing purchasing power of Chinese consumers in the luxury segment, a trend highlighted in a 2023 report by Bain & Company, which indicated that the Chinese luxury market is projected to reach $170 billion by 2025. This demographic trend presents a lucrative opportunity for luxury brands like Jimmy Choo, particularly in the context of a post-pandemic recovery where luxury consumption is rebounding rapidly (Bain & Company, "Luxury Goods Worldwide Market Study," July 2023).

Bai Lu expressed her enthusiasm for the partnership, stating, "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."

Bai Lu rose to fame in China through her roles in popular dramas such as "Feud" and "Untouchable Lovers." She has also gained recognition as a host on the variety show "Keep Running," which has further solidified her status as a household name in China. Her appointment aligns with Jimmy Choo's strategy of engaging local ambassadors who resonate with the target audience.

The brand's growing roster of ambassadors includes notable figures like Wang Yibo and Victoria Song, further emphasizing its commitment to appealing to diverse consumer bases across the Asia-Pacific region. As luxury brands increasingly adapt to local markets, partnerships with influential figures like Bai Lu are becoming essential for driving brand visibility and engagement.

Looking ahead, industry analysts suggest that this collaboration could set a precedent for how luxury brands navigate the complex landscape of influencer marketing in China. As noted by Dr. Michael Chen, a marketing expert at Peking University, "The success of influencer partnerships hinges on authenticity and relatability. Bai Lu's connection with her audience could significantly impact Jimmy Choo's market penetration in China."

In conclusion, Jimmy Choo's selection of Bai Lu as its APAC brand ambassador signals a strategic alignment with the evolving dynamics of the luxury market in Asia. The brand's initiative not only reflects a commitment to cultural relevance but also highlights the importance of social media influence in contemporary marketing strategies. As luxury consumption continues to evolve, the effectiveness of this partnership will be closely monitored by industry stakeholders.