Fashion insiders took note when Jiang Qiming accepted his Best Supporting Actor award at the Shanghai TV Festival Magnolia Awards. He wore a distinctive LOEWE outfit for the occasion. Now, that connection is official. Jiang Qiming has been named the newest brand ambassador for the Spanish luxury brand, which is part of the LVMH portfolio.
This announcement formalizes a relationship that has been developing in plain sight. For those paying close attention, the partnership feels like a natural progression. The signs were certainly there for industry observers.
Last March, the Chinese star was a prominent guest at the LOEWE Spring 2025 Menswear Presentation during Paris Fashion Week. His appearance in the front row did not go unnoticed. A month earlier, he attended the grand opening of the new Casa Loewe flagship store in Shanghai, hinting at an impending collaboration.
Expressing his enthusiasm for his new role, Jiang offered a clear perspective on the brand: “Loewe’s pursuit of uniqueness and creativity makes it extraordinary. It’s an honor to collaborate with the brand, and I’m excited to embark on a new chapter with them,” he said in a prepared statement. His words reflect his appreciation for the direction in which the house is headed.
The 32-year-old actor’s career is on an impressive upward trajectory. He received a Magnolia Award for his powerful performance in the television series Escape from the Trilateral Slopes. He has since taken on the lead role in Let Wind Goes By, a detective drama set against the backdrop of a small Chinese mining town, further showcasing his versatility.
Jiang Qiming graduated from Beijing’s prestigious Central Academy of Drama, an institution known for producing exceptional talent. His impressive body of work spans television series, major feature films, and the demanding worlds of musical theater and stage plays. This broad experience gives him a unique artistic foundation.
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LOEWE itself commented on the qualities that make him a fitting representative for the brand. The company noted that his “artistic and idiosyncratic performances are matched with his distinctive and authentic sense of style.” This points to an alignment between his professional craft and his personal expression—a quality highly valued in a brand ambassador.
Although he has been working as an actor for years, 2023 was a significant period of mainstream recognition for Jiang Qiming. He captured public attention with his roles in the film Journey to the West and the acclaimed television series The Long Season. These projects cemented his status as a leading figure in the Chinese entertainment industry.
His schedule shows no signs of slowing down. Audiences can look forward to seeing him in several upcoming Chinese films, including Seven Days, Black Land’s Dreamer, and Once Upon a Time in the Middle East. This consistent work keeps him in the public eye and reinforces his growing influence.
With this appointment, Jiang Qiming joins a global roster of LOEWE ambassadors. This group includes popular figures such as singer Giselle, actress Minsky Ko, superstar Yang Mi, and Thai actor Tawan Vihokratana, widely known as Tay. He is in esteemed company.
Selecting Jiang Qiming was also a strategically sound business decision. The influence of Asian celebrities on the luxury market is undeniable. According to Launchmetrics data, these personalities were responsible for 86 percent of all celebrity-generated media attention during Paris Fashion Week in March.
This considerable impact generates massive conversations and drives consumer interest across the entire Asian region. By appointing a respected and popular figure like Jiang Qiming, LOEWE can connect directly with this influential demographic. This move demonstrates LOEWE’s keen awareness of where cultural and commercial energy is currently concentrated. It is a calculated and intelligent decision for a global luxury brand looking to strengthen its presence in the region.