Luxury shoe and accessories brand Roger Vivier has announced Xin Zhilei as its latest brand ambassador. The award-winning Chinese actress will work with the company to “celebrate some of the brand’s most iconic creations”.

The shine may have come off the Chinese luxury market in the past year as consumers rein in their spending — a situation underlined by Yoox-Net-A-Porter’s recent decision to exit the country. 

But China — and Chinese consumers while travelling globally — remain an all-important target for many European and American luxury labels.

Added to that is the increasingly high profile that the stars of Chinese cinema have abroad and their influence on a wider group of consumers beyond China’s borders.

Roger Vivier said the appointment of Xin Zhilei “will deepen and broaden the Maison’s enduring connection with the world of international cinema. Indeed, even though the actress perfectly captures the essence of timeless elegance and feminine charm carrying the Viv’ Choc bag in Belle Vivier heels, it is her impressive cinematic body of work that has made her an ambassador of choice for the Maison”.

Her appointment continues the brand’s long history of linking with movie stars, including Marlene Dietrich, Catherine Deneuve, Laura Dern, Isabella Rossellini, Isabelle Huppert, Christina Ricci, and Susan Sarandon. 

A graduate of the Central Academy of Drama, Xin Zhilei gained fame in 2016 with her breakthrough role in Crosscurrent. It was the only Asian entry in the main competition of the 66th Berlin International Film Festival. 

The Golden Goblet award-winning actress has since starred in both box-office hits and critically acclaimed films, including Brotherhood of Blades, Gentlemen, and Schemes In Antiques. 

Most recently, she was Li Li, the female protagonist of Blossoms Shanghai, the most popular drama of 2024.