Prada, the renowned luxury brand, officially announced Jia Ling as its new brand ambassador on June 2nd.

Jia Ling, celebrated as one of China’s most popular actresses, is featured in a promotional video shot by photographer Wang Ziqian, where she speaks about her approach to film creation and fashion, emphasizing the motto “Don’t follow trends, be yourself.”

This endorsement marks a strategic shift for Prada, which has previously collaborated with athletes, providing custom attire for Gong Lijiao, Li Zhixuan, Xiong Dunhan, and Yang Shuyu ahead of the 2022 Beijing Winter Olympics, and naming table tennis player Ma Long as a brand ambassador. In 2023, Prada became the official partner of the Chinese women’s national football team.

Financially, Prada reported a 12% increase in sales revenue to €3.488 billion in 2023, up from a 25% increase to €3.252 billion in 2022. In 2024, while other luxury giants like LVMH and Kering saw declines, Prada’s sales continued to grow. The Q1 report released on April 25th showed a 16.5% increase in revenue to €1.187 billion, exceeding market expectations. Prada’s sales grew by 7% to €826 million.

The Asia-Pacific region, including China, remains Prada’s largest market, contributing significantly to its revenue. In Q1, sales in the Asia-Pacific region grew by 16% to €376 million, accounting for 37% of Prada’s total sales. Europe saw an 18% increase to €259 million, the Americas grew by 5% to €181 million, and Japan experienced the fastest growth at 46%, reaching €145 million.