Jimmy Choo is proud to announce Chinese actor Bai Lu as Asia-Pacific Brand Ambassador. As part of her debut campaign, she unveils the new Curve Bag – an evolution of a house signature, reimagined for Summer 2025.
“Bai Lu perfectly embodies the spirit of Jimmy Choo. Not only is she a talented actress, but she radiates confidence with youthful grace and poise. We are delighted to welcome her as a brand ambassador”
Sandra Choi, Creative Director
“It’s an honour 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
Shot on location in Beijing by Ren Shenyun and styled by Min Rui, the campaign captures the effortless sophistication of summer in the city whilst a playful storyline is brought to life in a series of dynamic stills and films where we see Bai Lu step into the role of a talent auditioning for a Jimmy Choo campaign. Showcasing the new Curve bag and key pieces from the Summer 2025 collection, Bai Lu embodies the essence of the season with her empowered self-confidence and playful spirit.
