Longchamp has conscripted Yitong Li, an up-and-coming Chinese actress, as its new face in the Chinese market.
“We are delighted to welcome Yitong Li to the Longchamp family,” said Longchamp creative director Sophie Delafontaine. “Not only is she a highly talented actress, but her great energy and professionalism truly impressed me.”
Delafontaine added that Li’s “natural and effortless attitude” mirrors that of the Parisian women.
The 33-year-old Li is known for her role in “The Legend of Sword and Fairy,” a popular fantasy TV series released in 2017, and “The Knockout,” a crime drama series released in 2023.
Li counts over 30.6 million followers on Instagram, Weibo, Douyin, and Xiaohongshu combined.
In the campaign, which was shot on the streets of Paris in May, Li is seen dressed in key looks from Longchamp’s fall 2024 collection and carrying a baby blue Le Roseau bag. The campaign was lensed by Anthony Seklaoui, the Paris-based French fashion photographer, and styled by Geraldine Saglio, a French stylist. The campaign will be officially rolled out in China later this month.
Li joins Chinese actors Gao Yuanyuan and Wang Ziwen as the latest ambassadors of the brand in China. Longchamp has been enjoying social media exposure for being functional and branded as a down-to-earth French label. Longchamp’s dumpling-shaped Le Pliage series, favored among savvy urbanites, has become a bestseller on Tmall, the e-commerce platform.
The Le Roseau bag, as seen on Li, retails for around 2300 renminbi, or $321, to 6400 renminbi, or $895, and shows the brand’s ambition to move upmarket in China.