The renaissance of traditional Chinese fashion styles in the local market has lifted the tide for adjacent cultural realms — most recently, a burgeoning fandom around classic Chinese theater. Now one of the industry’s rising stars, the Yue Opera performer and film actress Lijun Chen, has become the face of Longchamp in China.
The 34-year-old star, trained for a female “xiao sheng” role, or young female lead playing male characters in the traditional Yue Opera trope, has carved out a promising career for her roles in the theater production of “New Dragon Gate Inn” and the Chinese fantasy film “Blades of the Guardians.”
Chen is currently on tour for “My Grand View Garden,” a Yue Opera production in which she portrays the iconic Jia Baoyu role in the classic Qing Dynasty Chinese novel “Dream of the Red Chamber.”
Chen currently counts around 7.2 million followers on Chinese social media platforms including Weibo, TikTok and Xiaohongshu.
Longchamp said Chen’s “expressive talent and authentic personality perfectly reflect Longchamp’s brand values of freedom, optimism and sincerity.”
“At the core of Longchamp lies an eternal curiosity about the world, a drive to discover endless inspiration along the journey, and an effortless way of embracing everyday life. Lijun Chen is exactly that kind of woman,” said Sophie Delafontaine, creative director of Longchamp.
“Devoted to the arts and always moving forward, she dares to explore diverse fields fearlessly. She possesses both mature poise cultivated over time and a vibrant youthful spirit,” Delafontaine added.
Chen is featured in Longchamp’s fall 2026 campaign imagery, lensed this month at La Maison de Famille Longchamp, its flagship that occupies a historic building in downtown Shanghai.
Opened last November, the French luxury label’s downtown store, dubbed “Longchamp Family Home,” has become a lifestyle hub where the brand hosts scavenger hunts, installs curbside book stalls, and has held several garden parties.
With 50 stores in mainland China, Longchamp has plans to grow its retail network steadily over the next few years, with three to four new ones opening annually and a focus on Shanghai and the broader Yangtze Delta region.
