Thanks to her angelic looks and huge success in her career, she is also a gem in the commercial world. Over the years, she has been the face of numerous luxury brands, from fashion and beauty to jewellery and watches.

Here are six of Liu Yifei’s most prestigious luxury endorsements.

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1. Bulgari

Right after being tapped by Bulgari, Liu attended the 75th anniversary of Bulgari Serpenti in Shanghai last month, shining in the Serpenti high jewellery collection with a pavé diamond necklace in the serpentine form with impressive emerald eyes. The sinuous shape and tactile textures have made the Serpenti iconic.

“Her genuine character, captivating talent and glamorous style make her the ideal muse,” Bulgari said in the Facebook announcement about its new muse.

“I am very happy to work alongside the Roman jewellery maison as a global brand ambassador,” Liu also shared her pleasure of working with Bulgari. “I’m fond of the brand’s audacious and gorgeous design language as it expresses the multifaceted and glamorous nature of women and conveys a strong sense of empowerment.”

2. Louis Vuitton

After Mulan was released, Liu also shared her joy at becoming the ambassador of Louis Vuitton in early 2021. “Happy to start the journey with @LouisVuitton,” she replied to the brand’s announcement on Weibo.

She began with the brand’s Capucines handbag campaign, which comes in various sizes with a shoulder or crossbody strap. The Capucines is named after the very first Louis Vuitton store that opened in 1854 on Rue Neuve-des-Capucines and is one of the house’s most iconic designs, per LVMH’s website.

Since then, she often appears in campaigns and shows of the brand, most recently at Paris Fashion Week 2023.

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3. Dior

Liu was chosen to be a face of Dior in 2015 as the first Chinese ambassador of the Dior Prestige skincare line, according to Be Asia.

Her debut was to promote the brand’s new products Dior Prestige Crème and Dior Prestige Nectar, which used the essence of Granville rose to smoothen the skin.

4. Emporio Armani

Like Taiwanese actress Shu Qi, Liu also attracted another top-tier fashion house – Armani. In 2019, she was named ambassador of Emporio Armani, the ready-to-wear and runway brand of the Armani family, for Greater China and the Asia-Pacific region, the brand announced on Twitter.

She then starred in the autumn/winter 2019-2020 campaign with the main theme of “Freestyle”, reflecting the freedom of dressing in your own signature style. “A vital, liberating energy runs through the collection, imagined as a repertoire of possibilities that every woman can interpret as she likes and feels,” the brand said.

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5. Chaumet

Along with Armani, Liu also landed another hot ambassadorship deal with Chaumet in the same year, joining fellow actress Song Hye-kyo from South Korea.

Liu and her mum are actually fans of the luxury Parisian jeweller, she revealed in a behind the scenes video about the upcoming new high jewellery collection at the time. “What I like the most about the brand is its history and spirit,” she said “I think the most beautiful woman doesn’t know how beautiful and graceful she is. It’s all about the inner part. I think a woman with emotions, fearlessness and stillness is the most beautiful, graceful and characterful.”

Liu’s femininity and charm definitely matches the brand’s grace and spirit, making her a great fit to present its exquisite jewellery creations, the brand said on Twitter.

6. Tissot

In 2016, Liu was also tapped as the ambassador of Tissot alongside fellow Chinese actor Huang Xiaoming.

The Swiss watchmaker praised her as a woman of many talents who they are “especially proud to see her representing Le Locle-style time”, per its website.

Le Locle was so named to pay tribute to the roots and heritage of the Swiss municipality where the maison was founded in 1853.

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