Liu is the first official female face for the house in China since Fan Bingbing stepped away over her tax scandal.
The brand revealed Friday on its Weibo account that Liu, who recently gained global recognition with Disney’s remake of ”Mulan,” will join the likes of Naomi Osaka, Alicia Vikander, Emma Stone, and Léa Seydoux, and feature in the brand’s spring 2021 campaign, directed by Nicolas Ghesquière, the brand’s artistic director of women’s collections.
While many in the West might know of Liu from the panned “Mulan” remake or her public support for Hong Kong police during the city’s pro-democratic social unrest, in fact, she has been a popular actress in mainland China for almost two decades. The group said organic sales at both of its star brands, Louis Vuitton and Dior, grew by double digits in the last two quarters. Profitability at Vuitton remains “exceptional” and Asia saw double-digit growth in the second half, the company noted.
Ever since Fan Bingbing stepped away from the limelight due to her tax evasion scandal, the brand has worked with several Chinese female celebrities on look books and product endorsements, but Vuitton hasn’t officially appointed any female ambassador for China until now.