French luxury brand Longchamp named Chinese actress and Yue Opera performer Chen Lijun as its newest brand ambassador on July 1.
Chen was born in Shengzhou, in East China's Zhejiang province, the birthplace of Yue Opera, in 1992. She began studying Yue Opera at 13 and rose to prominence as a Yue Opera performer before expanding into film and other performing arts in 2022. Renowned for her nuanced performances and versatility, Chen has earned widespread acclaim for a series of memorable roles. Her dedication to artistic excellence and willingness to explore new creative paths have made her one of China's most distinctive performers.
"We are delighted to partner with Lijun Chen," said Sophie Delafontaine, the brand's creative director.
"At the heart of Longchamp is an enduring curiosity about the world, a passion for discovering inspiration, and an effortless way of embracing everyday life. Chen embodies that spirit. Deeply devoted to her craft and constantly pushing creative boundaries, she combines quiet confidence with youthful vitality. Her expressive artistry and authentic personality perfectly reflect Longchamp's values of freedom, optimism, and sincerity."
In Longchamp's latest campaign, Chen Lijun showcases key pieces from the brand's Fall/Winter 2026 ready-to-wear and handbag collections. Her confident, effortless presence captures the house's signature blend of French elegance and youthful energy.
