Tan Jianci Becomes the New Brand Ambassador for Roger Vivier

In a strategic move to enhance its brand identity, French luxury footwear and accessories label Roger Vivier has announced the appointment of Chinese actor, singer, and dancer Tan Jianci as its new brand ambassador. This announcement was made on July 13, 2025, as part of the company's ongoing efforts to connect with a younger demographic and to innovate its marketing strategies. Tan Jianci, known for his roles in popular Chinese dramas such as 'Under the Skin' and 'Lost You Forever,' is set to lead a series of storytelling initiatives that will include fronting campaigns and offering personal interpretations of the brand's extensive archive.

Tan expressed enthusiasm about this new partnership, stating, "I’ve always been drawn to houses with a strong inner world and a clear aesthetic stance. To me, Roger Vivier represents not only style but a unique sensibility." He elaborated on the brand's complexity, describing it as embodying a strength that is both refined and unshakable. This alignment with the brand's vision is expected to resonate with audiences who appreciate both luxury and artistic expression.

According to Roger Vivier, Tan's role will be pivotal in presenting a contemporary viewpoint that reflects a new generation of men who are increasingly engaging with femininity as a source of inspiration. The campaign launched alongside his ambassadorship features Tan showcasing signature pieces, including brooches, handbags, and sculptural shoes, which are integral to the brand's identity.

Tan Jianci's influence is significant; he boasts over 18 million followers on Weibo, 11 million on Douyin, and has garnered more than 763 million impressions on Xiaohongshu. His extensive reach in social media positions him as a key figure in promoting the brand to a digitally savvy audience.

The collaboration is noteworthy in the context of the evolving luxury market in China, where consumer preferences are shifting towards brands that not only provide high-quality products but also engage in meaningful storytelling. According to Dr. Emily Zhang, a fashion marketing expert at Tsinghua University, “This partnership signifies a broader trend where brands are seeking ambassadors who can authentically represent their values and connect with a younger audience.”

Roger Vivier, established in 1937, is renowned for its innovative designs and high craftsmanship. The brand has long been associated with elegance and sophistication, and its new direction with Tan Jianci reflects a commitment to remain relevant in a competitive luxury market.

As brands across the luxury sector continue to adapt to changing consumer expectations, Tan's ambassadorship marks a significant step for Roger Vivier in harnessing the power of social media and celebrity influence. This strategy not only aims to augment brand visibility but also to strengthen the emotional connection with consumers, particularly in a rapidly evolving fashion landscape.

Looking ahead, the implications of this partnership could extend beyond immediate sales effects. It may influence how luxury brands approach marketing strategies in the future, particularly in terms of inclusivity and the embrace of diverse aesthetics. The outcome of this collaboration could set a precedent for similar initiatives across the industry, positioning Roger Vivier as a leader in innovative brand storytelling.