Victoria Song Is Jimmy Choo’s New Global Brand Ambassador

I WANT CHOO: Chinese actress and singer Victoria Song has been named global brand ambassador of British luxury footwear and accessories brand Jimmy Choo.

Song has been a familiar face of the brand since 2018 when she was appointed brand ambassador for the Asia Pacific region. A year later, she joined forces with Jimmy Choo’s creative director on a series of limited-edition bags.

“I am excited and honored to return to the Jimmy Choo family embarking on a new chapter as global brand ambassador. I admire the joy, glamour and craftsmanship of the brand. I always feel confident and empowered when I am wearing Jimmy Choo, said Song, who commands more than 49 million followers on Weibo. Her name has more than 910 million impressions on the Chinese social commerce platform Xiaohongshu.

In her new and global role, Song will serve as the face of the brand’s I Want Choo fragrance line, which debuted in January 2021. It is a floral scent that comes with citrus top notes of mandarin juice and velvety peach, middle notes of the red spider lily, and jasmine sambac, finishing with base notes of vanilla, benzoin and resinoid.

“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 A Want Choo fragrance portfolio,” Choi said.

The Jimmy Choo fragrance arm is operated under a licensing agreement with Interparfums that began in 2009.

In an earlier interview with WWD, Philippe Benacin, chairman and chief executive officer of Interparfums, said the I Want Choo range “did extremely well.”

“I Want Choo [Eau de Parfum] did extremely well for us. This one [I Want Choo Forever, a flanker] is slightly different — it’s darker,” Benacin said. Benacin did not comment on sales, but industry sources estimate I Want Choo Forever will do roughly $20 million in retail sales in the U.S. during its first year on the market.

Song rose to fame as a member of the K-pop girl group f(x). She has been active in both China and South Korea and has participated in a dozen successful drama series and reality TV shows, helping her gain mainstream popularity among the public and attention from luxury houses. She is also a house ambassador for Louis Vuitton in China and has worked with brands including Moncler, Cartier and Evisu.