TRUE TO LIFE

Cel­e­brated Chi­nese ac­tress is the lat­est to helm #BeQeel­inBeYour­self cam­paign

#Legend - - QEELIN -

Qeelin couldn’t have cho­sen a bet­ter face to showcase its year­long cam­paign #BeQeel­inBeYour­self than celebrity mainland Chi­nese ac­tress Zhang Jingchu.

The cam­paign aims to get women to think beyond the stereo­type, whether in pro­fes­sion or life­style, and to in­spire them to be­lieve that they can be smart, en­gag­ing, cre­ative and fash­ion­able, rolled out in May this year un­der a se­ries of themes.

The lat­est is “Stay­ing True” and Zhang de­liv­ers the mes­sage as she daz­zles in a stylish mix of Qeelin jew­ellery for the cam­paign im­ages, show­ing off the many ways women can wear jew­ellery cre­atively and still main­tain their iden­tity, re­main­ing authen­tic to who they are and their per­son­al­ity.

This is the first time Zhang has col­lab­o­rated with the pre­mium jew­ellery brand, fol­low­ing in the footsteps of Hong Kong ac­tress Gigi Le­ung who was in­vited to ex­plore the theme “Time­less El­e­gance” at the launch of the cam­paign. In July, star stylist Alvin Goh took on the “Be My­self” chal­lenge and cre­ated siz­zling looks with su­per­model Coco Rocha and Hong Kong ac­tress Josie Ho. At the Cannes Film Fes­ti­val, Hong Kong ac­tress Karena Ng and Asian ac­tress Ase Wang walked the red car­pet adorned in Qeelin.

Zhang trained at the famed Cen­tral Academy of Drama in Bei­jing. The ac­tress shot to fame in 2005 when she starred in Seven Swords and Peacock, the for­mer of which was a mar­tial arts saga helmed by renowned direc­tor Tsui Hark, who is cel­e­brated for his ac­tion movies. She soon tran­si­tioned to in­ter­na­tional roles, play­ing the heart­bro­ken daugh­ter of an as­sas­si­nated Chi­nese am­bas­sador in the Hol­ly­wood ac­tion com­edy Rush Hour 3 and as a CIA an­a­lyst in Mis­sion: Im­pos­si­ble – Rogue Na­tion.

The ac­tress re­veals that she takes her roots very se­ri­ously and that at­tach­ment con­vinced her to work with Qeelin, a brand that es­pouses the same val­ues. “It’s about re­mem­ber­ing where you come from,” says Zhang. “No mat­ter how far you have trav­elled, never for­get why you em­barked on the jour­ney in the first place.”

Zhang es­chews blindly fol­low­ing trends and be­lieves that hav­ing a style that’s en­tirely one’s own best rep­re­sents one’s true self. “El­e­gance is about be­ing com­fort­able – that is to say, nat­u­rally be­ing your­self,” she adds.

This chimes with Qeelin’s brand ethos that wear­ing jew­ellery is not nec­es­sar­ily about the pur­suit of lux­ury, but rather about in­cor­po­rat­ing jew­ellery into your own per­sonal style to cre­ate dis­tinct nat­u­ral el­e­gance.

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