Longchamp Enlists Yitong Li as the New Face in China
Longchamp has announced that Chinese actress Yitong Li is the new face of the brand in the Chinese market. Longchamp’s creative director Sophie Delafontaine expressed her excitement, stating, “We are delighted to welcome Yitong Li to the Longchamp family. Not only is she a highly talented actress, but her great energy and professionalism truly impressed me.”
Delafontaine highlighted that Li’s “natural and effortless attitude” reflects that of Parisian women. The 33-year-old actress is known for her roles in popular TV series such as “The Legend of Sword and Fairy” and “The Knockout.”
In a campaign shot in Paris, Li showcases key looks from Longchamp’s fall 2024 collection while carrying a baby blue Le Roseau bag. The campaign, photographed by Anthony Seklaoui and styled by Geraldine Saglio, will be officially launched in China later this month.
Li joins fellow Chinese actors Gao Yuanyuan and Wang Ziwen as the latest ambassadors for Longchamp in China. The brand has gained popularity for its functional and down-to-earth French image, with the Le Pliage series being a bestseller on Tmall.
The Le Roseau bag, seen on Li, ranges from around 2300 renminbi ($321) to 6400 renminbi ($895), showcasing Longchamp’s aspiration to target a higher market segment in China.