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| From Drama Darling to Fashion Powerhouse: Zhao Lusi’s JORYA Partnership Becomes a Billion-Dollar Success (Photo: JORYA) |
Zhao Lusi is living proof that acting chops and commercial charm can go hand in hand. While Love’s Ambition (许我耀眼) continues to dominate drama rankings, her partnership with luxury fashion house JORYA (卓雅) has taken the business world by storm — pushing the brand’s 2025 revenue close to a whopping $1 billion.
Since being named JORYA’s global ambassador in August 2024, Zhao Lusi’s elegant image and steady fan appeal have reshaped the brand’s presence both on and offline.
Her red-carpet looks, live appearances, and even casual off-duty outfits have become instant trends, with boutiques across China seeing a surge in sales whenever she’s spotted wearing the brand.
The Perfect Match: Drama Glam Meets Designer Grace
Zhao Lusi’s hit drama Love’s Ambition didn’t just highlight her acting — it doubled as a subtle JORYA showcase.
Several of her on-screen costumes were from the brand’s limited capsule lines, and fans wasted no time tracking them down after each episode aired.
Industry insiders say the phenomenon brought “unprecedented organic exposure” that money couldn’t buy.
Her portrayal of a confident, ambitious woman resonated perfectly with JORYA’s aesthetic — graceful yet driven, elegant but not distant.
It’s the kind of synergy that every luxury label dreams of, and Zhao Lusi’s consistent public image has become a case study in how a star can elevate a brand narrative without forced marketing.
Loyalty in Tough Times
Beyond the glitz, fans haven’t forgotten the rough patch Zhao Lusi went through last year.
During the filming of Lovers (恋人), she reportedly battled a dissociative disorder that left her hospitalised. Yet, JORYA never wavered.
While most brands would quietly pause collaborations, JORYA allowed Zhao Lusi to continue livestreaming from photoshoots even before official campaigns dropped.
That mutual trust turned out to be a major PR win — painting the partnership as one built on sincerity, not just contracts.
Many netizens praised JORYA’s gesture as “real friendship in the fashion world,” and it’s no surprise that their new campaigns carry an added layer of authenticity because of it.
Winter Goddess Goes Viral
Fast forward to this season — Zhao Lusi’s 2025 Fall/Winter campaign with JORYA has officially set social media ablaze.
With soft blonde hair and a minimalist white outfit, she channels quiet luxury with a cinematic glow.
Within hours of release, hashtags about her new look racked up millions of views on Weibo, with fans dubbing her “the embodiment of winter itself.”
Even rival brand accounts couldn’t resist reposting the shoot — proof that Zhao Lusi’s influence stretches far beyond one label.
Rumours of a New Chapter: Tiger Whale Entertainment
Meanwhile, Zhao Lusi’s behind-the-scenes career may be getting a major reboot.
Chinese entertainment outlets have been buzzing with reports that she’s now under Tiger Whale Entertainment (虎鲸文娱) — a fresh management firm said to be linked to Alibaba Group.
The move allegedly follows internal restructuring after her much-publicised fallout with her former agency, Galaxy Cool Entertainment (银河酷娱).
Back then, reports claimed that during her illness, the agency refused to accommodate her recovery needs, leading to a complete breakdown in relations.
Galaxy Cool later faced a financial crisis and was reportedly acquired and folded into Tiger Whale Entertainment, effectively transferring Zhao Lusi’s contract under the new company’s umbrella.
Insiders note that she may now be the firm’s sole artist, positioning her for more tailored management and bigger global expansion.
Neither Lusi nor Tiger Whale has issued an official statement, but the entertainment world is already buzzing with speculation about what’s next.
A Star Entering Her Prime
Between topping drama charts, redefining fashion influence, and potentially stepping into a stronger management era, Zhao Lusi’s 2025 is shaping up to be her most powerful yet.
She’s no longer just a rom-com sweetheart — she’s a full-blown commercial force.
And if this trajectory keeps up, the billion-dollar partnership with JORYA might only be the beginning of her global rise.
Source: 3g.china.com