Li Gengxi, an up-and-coming Chinese actress, has been named Miu Miu‘s latest brand ambassador.

Li, who began her acting career in 2018 at 18 years old, quickly became a standout among the talented new generation of Chinese actresses. In 2024, she was awarded Best Actress at the Golden Rooster Awards for her role in the human interest film “Viva La Vida,” making her the first of China‘s “Post-00” generation to receive the honor.

“Known for her versatile and vibrant presence, Li Gengxi has brought to life a range of unforgettable roles over the years. Her fashion-forward and avant-garde attitude resonates deeply with the ethos of Miu Miu,” the brand said in a statement.

Li, who describes Miu Miu’s aesthetic as “vibrant” and “colorful,” said in a statement shared with WWD that she looks forward to exploring “self-expression through fashion” via the partnership.

Apart from Li, Miu Miu has signed Chinese actresses Zhao Jinmai and Liu Haocun, and Chinese singer Lexie Liu as faces of the brand in the China market.

The announcement follows Li’s notable partnership with Celine. As the face of the LVMH Moët Hennessy Louis Vuitton-owned luxury brand from 2023 to 2024, she earned the nickname “Rock ‘n’ Roll princess” for her sleek and edgy looks in campaigns and on the red carpet.

Apart from Miu Miu, Li also serves as an Emerging Ambassador for Chopard. She was seen wearing Chopard high jewelry at the 78th Cannes Film Festival in May.

Born into an artistic family, Li began her acting career after being discovered by Xu Jinglei, a noted actress and film director.

Li has also been recognized for her role in “The Long Season,” a mystery TV drama produced by Tencent.

Most recently she has starred in the science fiction film “Resurrection,” alongside the Taiwanese film star Shu Qi and C-pop idol Jackson Yee. Directed by China’s art house darling Bi Gan, the film premiered at this year’s Cannes Film Festival and won the Special Prize in the festival’s main competition.

Li counts more than 6.2 million followers on Chinese social media platforms Weibo and Xiaohongshu.