Roger Vivier Taps ‘Blossoms Shanghai’ Star Xin Zhilei as Brand Ambassador

French luxury footwear and accessories brand Roger Vivier on Monday appointed famed actress Xin Zhilei as its latest brand ambassador via the release of its fall 2024 campaign.

Xin reached household fame in China for her mesmerizing performance as Li Li, one of the female leads in “Blossoms Shanghai,” the first TV series from Cannes Best Director winner Wong Kar-Wai, which helped her score the Breakthrough Actress of the Year Award at the 2nd China TV Drama Awards earlier this year.

In 2024, she also received the Best Leading Actress Award at the 32nd Shanghai Magnolia Stage Awards for her theater debut in the play “Prima Facie.”

Gherardo Felloni, creative director at Roger Vivier since 2018, said the appointment of Xin marks “a significant and meaningful” moment for the brand, as it will deepen and broaden its connection with the world of international cinema.

“As an actress, she expresses a unique tension for the camera, reflecting not only extreme charm in appearance but also inner empowerment,” said Felloni.

The brand added, “though the actress perfectly captures the essence of timeless elegance and feminine charm, it is her impressive cinematic body of work that has made her an ambassador of choice for the maison.”

The Chinese actress, whose latest work is the Chinese fantasy period drama “Joy of Life 2” available via Disney+ worldwide, said she greatly admires Roger Vivier’s French aesthetic and Felloni’s avant-garde designs.

“I look forward to opening more chapters of romanticism and beauty with the maison,” added Xin, who is also a brand ambassador for Chanel.

Roger Vivier brand ambassador Xin Zhilei stars in the brand's fall 2024 campaign

Roger Vivier brand ambassador Xin Zhilei stars in the brand’s fall 2024 campaign.

Couertesy of Roger Vivier

From Marlene Dietrich wearing the Jewel Heel to recent collaborations featuring Laura Dern, Isabella Rossellini, and Isabelle Huppert, Roger Vivier is keen to reinforce its relationship with stars of the silver screen.

Igor Poza, global head of business development at Roger Vivier, told WWD in an earlier interview that “Chinese consumers love Roger Vivier because the maison’s approach is not based on following trends but rather on pursuing true beauty through new shapes, colors, and its characteristic joie de vivre. The savoir-faire and artisanal uniqueness, which make many of the brand’s products extremely rare, is highly appreciated by the Chinese customer who values the preciousness of couture.”

Poza added the Belle Vivier pump with its signature metal buckle, which was worn by Catherine Deneuve in the film “Belle de Jour,” remains the most popular style among Chinese shoppers.

As of 2024, the brand operates 28 boutiques in mainland China, six in Hong Kong, four in Macao, and five in Taiwan.

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