Song has been a familiar face of the brand since 2018 when she was appointed brand ambassador for the Asia-Pacific region.
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“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.
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.
“I Want Choo did extremely well for us. This one 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.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.
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