“Bai Lu perfectly embodies the spirit of Jimmy Choo. Not only is she multi-talented, 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 film vignette where we see Bai Lu step into the role of a talent auditioning for a Jimmy Choo campaign. Showcasing key pieces from the Summer 2025 collection, Bai Lu unveils the new CURVE bag alongside standout styles including the ADELINE 60, DIAMOND SLING sneaker, DIAMOND HOBO, AREN SB 45, and the iconic BON BON. With her signature poise, Bai Lu brings the collection to life through empowered self-confidence and playful spirit.

Jimmy Choo
Shop 321, 3/F