Jimmy Choo, the house that built its reputation on sculptural heels and leather goods—think the iconic strappy sandals that defined 1990s red carpets—is turning up the volume on its fragrance portfolio. The brand has elevated Chinese actress Bai Lu from Asia-Pacific ambassador to global brand ambassador and the face of its perfume line, a role she now shares with actor Wang Yibo. It’s a strategic deepening of ties with one of China’s most-watched stars, whose Douyin following numbers in the tens of millions.
The promotion, announced alongside a pared-back campaign lensed in Beijing, spotlights three core scents: “I Want Choo,” “I Want Choo With Love,” and “Jimmy Choo Floral.” These fragrances, produced under a licensing deal with Interparfums that began in 2009, have long been the brand’s answer to translating its footwear’s sartorial confidence into something you can wear on your skin. Think of it as a direct descendant of the perfume-and-pump pairing that luxury houses have perfected since the 1920s, when Chanel No. 5 first taught us that a scent could be as defining as a silhouette.
Creative director Sandra Choi praised Bai for embodying “the essence of the Jimmy Choo woman—multitalented, with effortless confidence.” For Bai, known for dramas like “Story of Kunning Palace” and “Till the End of the Moon,” the partnership is a natural fit. “The brand’s creativity and elegance always make me feel at my most confident,” she said. In an industry where the line between accessory and identity blurs, Bai’s ascent marks another chapter in how lingerie-adjacent luxury—the art of feeling powerful beneath the surface—continues to shape modern glamour.
Originally reported by WWD