Self-Portrait Names Zhao Liying as Brand Ambassador the impression header photo

Self-Portrait Names Zhao Liying as Global Brand Ambassador

The Appointment Reflects the Brand’s Further Expansion in the Chinese Market, Where it Has a Huge Retail Presence

Self-Portrait has announced Zhao Liying as a global brand ambassador. The appointment comes a year after the actor was named as a regional ambassador for her home country of China.

Known for years as the “Queen of Daytime Television,” Zhao has recently begun a successful foray into film, notably starring in director Zhang Yimou’s Lunar New Year hit “Article 20.” She also has a massive following on Chinese social media platforms, with over 5.1 billion mentions on Xiaohongshu and 90 million followers on Weibo.

Speaking to her appointment, Zhong said via an Instagram post, “I am honoured to represent a brand that encourages women to explore, express, and showcase themselves. I look forward to presenting more possibilities that defy definition together with Self-Portrait.”

Founded by creative director Han Chong, the brand now has 60 stand-alone stores in China across key luxury retail hubs like Beijing, Shanghai, Chengdu, Shenzhen, Hangzhou and Guangzhou, with plans to open more in the near future. Zhang’s appointment as a global ambassador reflects this expansion, bringing a more international perspective to the brand’s roster of go-to muses that also includes Gigi Hadid, Bella Hadid, and Irina Shayk.