French luxury footwear and accessories brand Roger Vivier has named Chinese actor, singer, and dancer Tan Jianci as its new brand ambassador, marking a strategic move to connect with younger audiences in Asia and globally.
Tan will be involved in a variety of storytelling initiatives, including fronting campaigns and offering his personal interpretations of the brand’s archives. Known for his roles in popular Chinese dramas Under the Skin and Lost You Forever, Tan expressed admiration for the brand’s refined yet bold aesthetic.
“I’ve always been drawn to houses with a strong inner world and a clear aesthetic stance,” he said. “Roger Vivier represents not only style but a unique sensibility. It embraces complexity and expresses a strength that is both refined and unshakable.”
The brand highlighted Tan’s ability to bring a modern and fluid perspective to luxury, noting that he represents a new generation of men who engage with femininity as a source of inspiration.
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The announcement was launched alongside a new campaign where Tan appears in signature Roger Vivier pieces such as brooches, sculptural shoes, and handbags—redefining elegance with a contemporary edge.
Tan Jianci, who began his entertainment career as a member of the boy group M.I.C in 2009, is also a trained ballroom dancer. Today, he commands a massive following across platforms: 18 million on Weibo, 11 million on Douyin, and over 763 million impressions on Xiaohongshu.
