British luxury footwear and accessories brand Jimmy Choo has announced Chinese actress and singer Victoria Song as its new global brand ambassador. Song, who has been a familiar face of the brand since 2018 when she was appointed brand ambassador for the Asia Pacific region, will now serve as the face of the brand's I Want Choo fragrance line.
Song, who commands a massive following of over 49 million on Weibo and has more than 910 million impressions on the Chinese social commerce platform Xiaohongshu, expressed her excitement and honor in returning to the Jimmy Choo family in her new global role. "I admire the joy, glamour and craftsmanship of the brand. I always feel confident and empowered when I am wearing Jimmy Choo," she said.
The I Want Choo fragrance line, which debuted in January 2021, is a floral scent that features citrus top notes of mandarin juice and velvety peach, middle notes of the red spider lily and jasmine sambac, and base notes of vanilla, benzoin, and resinoid. The fragrance arm of Jimmy Choo is operated under a licensing agreement with Interparfums, which began in 2009.
According to Philippe Benacin, chairman and chief executive officer of Interparfums, the I Want Choo range "did extremely well." Industry sources estimate that I Want Choo Forever, a flanker to the original scent, will generate roughly $20 million in retail sales in the U.S. during its first year on the market.
Jimmy Choo's creative director, Sandra Choi, praised Song, stating, "Victoria has been a friend of the brand for many years. We have always admired her talent, energy and style and are thrilled to welcome her as our global brand ambassador and face of our I Want Choo fragrance portfolio."
Song rose to fame as a member of the K-pop girl group f(x) and has since been active in both China and South Korea, participating in numerous successful drama series and reality TV shows. Her mainstream popularity has attracted the attention of several luxury houses, and she currently serves as a house ambassador for Louis Vuitton in China, joining fellow K-pop star Lisa from BLACKPINK, who was recently named a global ambassador for the French luxury brand. Song has also worked with brands such as Moncler, Cartier, and Evisu.
In 2019, Song collaborated with Jimmy Choo's creative director on a series of limited-edition bags, further cementing her relationship with the brand. With her new role as global brand ambassador, Song is set to continue her successful partnership with Jimmy Choo and help promote the brand's fragrance line to a wider audience.
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