Bulgari Names Liu Wen Global Accessories Ambassador – WWD

SHANGHAI— Chinese model Liu Wen has been named global ambassador for Bulgari accessories.

Liu will be the face of the brand’s leather goods, eyewear and accessories products. The announcement post on Weibo received over 850 comments and 5,000 likes.

Bulgari has already recruited Blackpink singer Lisa Manoban, American actress Zendaya, Anne Hathaway, Indian actress Priyanka Chopra Jonas and Chinese actress Shu Qi as brand ambassadors.

Liu appears in Bulgari’s latest campaign, “Made in Eden”. She wears the brand’s Serpenti Cabochon handbag as well as handbags from the Serpenti Forever collection.

In May, Liu was named Asia Pacific Regional Ambassador for Bulgari Parfums in a campaign titled “Anything Is Possible” for Rose Goldea Blossom Delight Eau de Parfum.

With 26 million Weibo followers, the 34-year-old model has worked with luxury brands such as Chanel, Gucci, Tods and Net-a-porter.

Bulgari named Liu Wen Global Accessories Ambassador.


Nicknamed “big sister” by Chinese Internet users, Liu is a safe bet compared to previous Bulgari ambassadors Deng Lun and Kris Wu.

In March, Chinese actor Deng was fined 106 million renminbi, or $16.6 million, for collected taxes, late fees and fines for tax evasion between 2019 and 2020. The brands severed ties with him after the news broke. Besides Bulgari, Deng was the face of L’Oréal and Roger Vivier at the time. He has also worked closely with brands like Zegna and Gucci.

Last July, after rape allegations, Bulgari severed ties with Chinese-Canadian star Wu. Brands such as Louis Vuitton, Porsche, Lancôme and L’Oréal followed suit.

Shortly after, Bulgari appointed Chinese actor Yang Yang as its new spokesperson. The 30-year-old actor is known for his roles in Chinese dramas ‘Love O2O’ and ‘The Dream of Red Mansions’.


Anne Hathaway sublime in Valentino at the Gala Haute Joaillerie Bulgari in Paris

Bulgari’s ambassador to China, Deng Lun, fined $16.6 million for tax evasion

Kris Wu officially arrested on suspicion of rape

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