Paris-based fashion house Iro has selected Chinese actress Zhao Jinmai as its new global brand ambassador. The partnership, announced Wednesday, aims to connect the label with Gen Z audiences through a romantic, rock-inspired aesthetic.
Zhao Jinmai and the Fall 2026 Leather Campaign
As part of this new partnership, Zhao Jinmai is the face of the Iro Fall 2026 campaign. According to the report, the campaign features the actress in a variety of the brand's signature leather pieces, ranging from black biker jackets to brown suede. this visual direction is intended to provide a more tactile and nuanced take on leather, aligning with the brand's specific "romantic rock core."
Zhao Jinmai expressed her excitement about the role, stating that style is an evolving process based on experience and emotion. She noted that Iro's sense of freedom and ease allows her to showcase different, authentic sides of her personality. by positioning Zhao Jinmai in these looks, Iro is attempting to blend Parisian edge with a contemporary, youthful energy.
The 21 Million Followers Driving Iro's Gen Z Strategy
The decision to appoint Zhao Jinmai is a calculated move to sharpen the Paris label's profile among Gen Z consumers . As reported by the source, Zhao Jinmai maintains a massive digital footprint with more than 21 million followers across major Chinese social media platforms. This level of reach makes her an ideal bridge for Iro to enter the highly competitive youth market in China.
This move mirrors a broader trend where European luxury and contemporary brands are moving away from traditional celebrity endorsements toward "digital-first" stars who command loyal, active communities. By leveraging Zhao Jinmai's influence, Iro is not just selling clothes but is tapping into the lifestyle and internet culture that surrounds the actress's public persona.
Arik and Laurent Bitton's 2005 Vision of Romantic Rock
Founded in 2005 by Arik Bitton and Laurent Bitton, Iro has long occupied a niche that blends effortless French style with a rebellious spirit. the brand's founders believe that Zhao Jinmai's strength and ease embody a "natural , contemporary expression of the Iro spirit." This alignment suggests that the brand sees the actress as a modern incarnation of the rock-and-roll aesthetic they established two decades ago.
The Bitton brothers have built Iro on the premise of a wardrobe that feels both curated and unplanned. by integrating Zhao Jinmai into this legacy, the brand is updating its image for a new generation while remaining tethered to the leather-driven identity that defined its early success in the mid-2000s.
What 'The Wandering Earth 3' Means for Zhao Jinmai's Global Reach
While the fashion world is currently focusing on the Fall 2026 campaign , Zhao Jinmai's influence is expected to grow further as she takes a key role in the third installment of the sci-fi franchise The Wandering Earth. Having already appeared in the 2019 film and popular series like Reset and Amidst a Snowstorm of Love, her transition from a child star in Balala the Fairies to a global fashion icon is nearly complete.
However, some details of the partnership remain unclear. It is not yet known if Zhao Jinmai will collaborate on a capsule collection or if the partnership will include specific limited-edition drops for the Chinese market. Additionally, while the report highlights her social media numbers, it remains to be seen how Iro will translate this digital following into physical retail growth in Asia.
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