The actor makes it official with Loewe after trophy nights and front row sightings, signaling the label’s growing pull across Asia.
Jiang Qiming’s Loewe era was hiding in plain sight. He wore the house to pick up Best Supporting Actor at the Shanghai TV Festival’s Magnolia Awards, sat front row at the spring 2025 show in Paris in March, and turned up for the Casa Loewe opening in Shanghai in February. Now the Spanish luxury label, part of LVMH, has confirmed him as its newest brand ambassador.
At 32, Jiang has the résumé and reach to match the role. The Central Academy of Drama graduate moves easily between television, film, and the stage. He earned his Magnolia nomination for Escape From the Trilateral Slopes and has since taken the lead in Let Wind Goes By, a detective story set in a small mining town. His breakout year was 2023, with Journey to the West and The Long Season pushing him further into the mainstream.
According to Loewe, what sets him apart is the mix of unconventional performances and a style that comes across as natural. Both have played well on carpets and at key fashion moments. The choice also mirrors fashion’s shifting landscape. At Paris Fashion Week in March, Launchmetrics found that Asian celebrities drove 86 percent of all celebrity-generated attention, igniting conversation across the region.
Jiang joins a global lineup that includes Giselle, Minsi Ko, Yang Mi, and Tawan Vihokratana, known as Tay. The cast is varied, but the script is consistent. Loewe favors talent with strong creative identities and real momentum on screen and online. Expect to see Jiang in the brand’s orbit as his next projects roll out: Seven Days, Black Land’s Dreamer, and Once Upon a Time in the Middle East are all on deck.
