Tom Ford Beauty has named a recent attaché.

Shu Qi, the award-winning Chinese actress, has been named Tom Ford Beauty attaché for the China and APAC regions, a partnership that may take effect Tuesday. She is going to star in campaigns for the brand across the geography.

Her debut campaign features products from the brand’s Private Mix Cherry Collection, which incorporates the Cherry Smoke, Electric Cherry and Lost Cherry fragrances.

“I’m honored to be the brand new attaché for Tom Ford Beauty, a brand that has redefined modern luxury for the twenty first century. I look ahead to this exciting partnership,” Qi said in a press release.

Three of Qi’s movies have been nominated on the Cannes Film Festival, and he or she was the primary Chinese actress to nab a spot on the jury of that festival, in addition to the Berlin International Film Festival.

In 2020, Tom Ford Beauty opened a four-story retail location in Guangzhou. At the moment, it was the brand’s largest freestanding store globally, and had been doubling sales year-over-year within the territory.

More recently, tightening pandemic restrictions in China have weighed down sales across its parent company, the Estée Lauder Cos. Inc., per its most up-to-date financial results. Foot traffic notwithstanding, fragrance grew double digits across the portfolio for the quarter ending Dec. 31, driven partially by Tom Ford Fragrances.

Last yr, Lauder also bought the complete Tom Ford brand for $2.3 billion, a move that valued the business at $2.8 billion. Ermenegildo Zegna Group and Marcolin SpA picked up the licenses for the brand’s fashion and eyewear businesses, respectively.