6 Asian stars who were just named luxury ambassadors, from K-pop idols BTS’ J-Hope for Louis Vuitton, Twice’s Momo for Miu Miu and NCT’s Taeyong for Loewe, to KinnPorsche’s Apo and Mile for Dior

Jun 28 , 2023

Seventeen’s Vernon, BTS’ J-Hope and Momo from Twice are just a few Asian stars who were newly named as luxury fashion global ambassadors. Photos: @saythename_17, @momo/Instagram; Louis Vuitton

There has been a firm shift in the way luxury fashion houses approach ambassadorships. Gone is the traditional route of Hollywood celebrities becoming the face of campaigns. Instead, K-pop stars and Asian actors are now being sought after and named as global ambassadors for some of the most coveted brands in the world.

Besides taking over the world with their music, K-pop sensations are also dominating the fashion world, both encouraging greater inclusivity and opening the luxury world to a younger, sleeker audience.

So who are the most recent K-pop and Asian celebrities to be named brand ambassadors?

1. Kenzo x Seventeen’s Vernon

K-pop star Vernon for Kenzo. Photo: @vernonline/Instagram

A rapper from K-pop band Seventeen, Vernon, 25, made his first official appearance as Kenzo’s ambassador by sitting front row at its show during Paris Fashion Week earlier this month, per Allkpop. He’s set to be the face of its campaigns. The ambassadorship is particularly fitting as the house shares strong links to the international entertainment scene under the creative influence of artistic director Nigo.

Vernon (right) with Kenzo’s artistic director, Nigo. Photo: @kenzo/Instagram

On Kenzo’s official Instagram, Vernon says, “I feel honoured and fortunate to be Kenzo’s global ambassador. I’m excited to explore the synergy this partnership will introduce and look forward to showcasing a new side of me to fans around the world.”

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2. Louis Vuitton x BTS’ J-Hope

BTS’ J-Hope for Louis Vuitton. Photo: Louis Vuitton

In his debut campaign for the world’s most recognised luxury house Louis Vuitton, K-pop sensation J-Hope shows off his exceptional dancing skills as he models the iconic LV-monogrammed Keepall bag from the French luxury house.

J-Hope dances in his debut campaign for Louis Vuitton. Photo: Louis Vuitton

Launched earlier in June on Louis Vuitton’s digital and social platforms, the campaign features J-Hope performing a series of different dance movements with the bag becoming an extension of the K-pop star’s body.

3. Loewe x NCT’s Taeyong

NCT’s Taeyong for Spanish luxury fashion house Loewe. Photo: Loewe

Multitalented K-pop sensation Taeyong is known for his rapping and singing skills as well as his unique personal style. He was named a global brand ambassador this month for Spanish house Loewe.

In an Instagram post, Loewe said that it was “pleased to announce the start of an exciting new journey together”. The post included new campaign images of Taeyong wearing key pieces from Loewe’s autumn/winter 2023 pre-collection, which showcases a reductionist mix defined by neat shapes and bold details.

South Korean rapper Taeyong rocks different Loewe looks. Photo: Loewe

Speaking to Women’s Wear Daily, Loewe creative director Jonathan Anderson said: “We love his idiosyncratic style. With Taeyong’s many talents spanning songwriting, performing and visual creation, I’m really excited to see what this collaboration will bring.”

Taeyong appears to reciprocate the love, telling WWD: “I’ve been a huge fan of Loewe, not only for the designs but also for the brand’s philosophy and unique way of communicating.”

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4. Miu Miu x Momo from Twice

Momo is the newest brand ambassador for Italian label Miu Miu. Photo: @jypetwice_japan/Instagram

This month, Twice announced on its official Japanese Instagram that band member Momo is the newest ambassador for Miu Miu. She’s in great company as there are many other international celebrities who are also faces of the brand, like famous model Gigi Hadid.

Momo is famed for her dancing skills. Photo: @momo/Instagram

This is not Miu Miu’s first collaboration with K-pop stars: it has appointed Girls’ Generation’s Yoona and Ive’s Wonyoung as ambassadors in the past.

As the brand’s newest ambassador, Momo kicked off the partnership by promoting Miu Miu’s new Arcadie bag that she called both modern and cool on her personal Instagram.

5 and 6. Dior x Mile and Apo

Thai celebrities Mile and Apo for Dior. Photo: Dior

K-pop stars aren’t the only ones securing luxury fashion campaigns though. Thai co-stars Phakphum Romsaithong, who goes by the nickname Mile, and Nattawin Wattanagitiphat, better known as Apo, have been named Dior’s newest men’s brand ambassadors.

The breakout stars of the BL series KinnPorsche, who play each other’s love interests, attended the Dior Men’s spring/summer 2024 show on June 23.

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Celebrity style

K-pop band Seventeen’s Vernon recently joined the Kenzo family, sitting front row at its show during Paris Fashion Week earlier this month, while BTS’ J-Hope danced in his debut Louis Vuitton campaign
NCT’s Taeyong was named Loewe’s latest global brand ambassador while co-stars Mile and Apo of Thai BL drama KinnPorsche are repping Dior; meanwhile, Twice’s Momo promotes Miu Miu’s new Arcadie bag