Style / Fashion

The Latest Korean Celebrity Brand Ambassadors

From BLACKPINK’s Rosé for RIMOWA to BTS’ Jeon Jung-kook for Calvin Klein, fashion’s K-wave is showing no signs of slowing down.

Jun 24, 2024 | By Iman Izzati
Photo: Courtesy of Polo Ralph Lauren

Korean celebrities are setting global fashion trends with their style and influence. From Stray Kids redefining outdoor chic with Tommy Hilfiger to Winter of aespa bringing charm to Polo Ralph Lauren, and Rosé dazzling as RIMOWA’s ambassador, these stars are icons both on and off the screen. Joining the league, Minji of NewJeans stuns as Chanel’s first triple-category ambassador, while Ningning captivates as Versace’s latest muse. Not to be outdone, Taeyong of NCT impresses with his LOEWE ambassadorship, while Lee Dong-Wook continues to represent luxury beauty with La Mer and Chanel. Korean talent isn’t just entertainment—it’s a global fashion phenomenon.

Stray Kids

South-Korean boy band Stray Kids made their debut as the latest ambassadors for Tommy Hilfiger, with their “Always Together” campaign. The boy band formed by JYP Entertainment consists of eight members: Bang Chan, Lee Know, Changbin, Hyunjin, Han, Felix, Seungmin, and I.N.

Reimagining outdoor styles for the modern customer, the fall/winter collection took its reference from the brand’s rich history, deconstructing and reviving trademark designs that earned Tommy Hilfiger its success. The group also made their Met Gala debut this year, as they arrived on the red carpet with Tommy Hilfiger himself. They arrived in two looks following the dress theme “Garden of Time”.

Lim Ji-Yeon

South Korean actor Lim Ji-Yeon was unveiled as LOEWE’s latest brand ambassador, joining Taylor Russell and Yang Mi in the brand’s spring/summer 2024 campaign. The campaign presents each of them in “matching vignettes,” demonstrating the diverse emotions actors must convey, with the new SS24 collection featuring prominent elements such as textural knits, draped dresses, and twisted silhouettes.

Winter of aespa

Photo: Courtesy of Polo Ralph Lauren

aespa’s main vocalist, Winter, is renowned for her gentle features and irresistible charm, qualities that perfectly align with her new ambassador role for Polo Ralph Lauren. She joins labelmate Mark Lee of NCT in representing the esteemed American luxury fashion brand.

Beyond her fashion ambassadorship, Winter remains deeply engaged in the music scene, actively promoting aespa’s upcoming title track, “Supernova,” and contributing to the soundtracks of “Castaway Diva” and “My Demon.”


IU has been appointed as Estée Lauder’s newest ambassador, bringing her signature elegance and charm to the iconic beauty brand. Known for her timeless beauty and influential presence, the singer perfectly embodies Estée Lauder’s values of sophistication and grace.


Photo: Courtesy of RIMOWA

Rosé from BLACKPINK joins the ranks of Lewis Hamilton and Kylian Mbappé as the latest global ambassador for the iconic luggage brand RIMOWA. She recently attended the launch of its new seasonal collection at S-Factory in Seongsu, Seoul. In addition to RIMOWA, the K-pop star has been appointed as an ambassador for renowned brands such as Tiffany & Co., Saint Laurent, and Sulhwasoo.

Mun Ka Young

Mun Ka Young with the TUMI Asra Crossbody Bag in Cameo Rose. Photo: Courtesy of TUMI.

Mun Ka Young has been chosen as the ambassador for the luxury travel and lifestyle brand TUMI. Known for her roles in popular dramas such as True Beauty and Find Me in Your Memory, the actress’s collaboration with TUMI emphasises both functionality and elegance, appealing to consumers who value practicality and fashion. This partnership is expected to bring a fresh and stylish perspective to TUMI’s offerings, enhancing its appeal to a global audience.

Jeon Jung-kook

Photo: Courtesy of Calvin Klein

BTS’ Jungkook continues his role as brand ambassador for Calvin Klein in an early Spring 2024 campaign. Photographed by Mert Alas at Grand Central Station in New York City, Jungkook showcases a blend of stylish denim outfits that can be effortlessly dressed up or down. Before embarking on his solo career, Jungkook has collaborated with various brands including Samsung, Samsonite, and Louis Vuitton alongside his bandmates.

Hanni of NewJeans

NewJeans’s Hanni has become a shining star as Gucci’s latest brand ambassador, a role she embraced with style since her appointment in October 2022. From dazzling red carpet events to the prestigious Gucci show at the 2023 Milan Fashion Week and the captivating Fall/Winter 2024 women’s fashion showcase in Milan, Hanni has graced them all with her distinctive charm.

But her allure doesn’t end there. Before captivating Gucci’s spotlight, Hanni mesmerised as the face of Armani Beauty, standing shoulder to shoulder with global luminaries like Cate Blanchett, Sydney Sweeney, Tessa Thompson, and Barbara Palvin. Her journey from rising idol to international fashion icon continues to captivate audiences worldwide.

Minji of NewJeans

Despite their rookie status, NewJeans has made a formidable impact in the luxury realm. Following Hanni’s appointment as the new ambassador for Armani Beauty, her bandmate Minji achieved a major milestone by securing a deal with Chanel. In February 2023, Minji was named the global ambassador for the prestigious French luxury house, marking a significant first as she represents Chanel across three categories: beauty, fashion, and watches and jewellery.

Photo: Courtesy of CHANEL

As part of her collaboration, Minji graced the cover of ELLE Korea’s March 2023 issue, elegantly adorned in Chanel’s iconic tweed, further solidifying her influence and style in the fashion world.

Ningning of aespa

Versace has proudly unveiled Ningning of aespa as their global brand ambassador. This exciting partnership underscores Ningning’s growing influence in the fashion arena, blending contemporary style with Versace’s luxurious aesthetic. Renowned for her daring fashion sense and magnetic charisma, Ningning embodies the essence of Versace’s bold and innovative spirit. This collaboration not only highlights Versace’s dedication to embracing diverse talents but also elevates Ningning’s status as an international fashion icon. Joining Stray Kids’ Hyunjin, the songstress adds her unique flair to represent this prestigious Italian brand.

Son Heung-Min

When we say celebrities, we don’t just mean actors and K-Idols—but sports stars too. The fashion world has taken a liking to Korean football star Son Heung-Min’s style and presence, especially Burberry. Son, who plays for Tottenham Hotspur in the English Premier League, has held endorsement deals with brands such as TUMI, Cartier, Gilette, as well as Adidas which provides his football boots. In a joint Instagram post with Burberry, Son shares, “I love Burberry’s strive for imagination and innovation which has been deeply inherited in its history, which are values that I champion.”

Danielle of NewJeans

Son isn’t the only Korean celebrity to be offered an ambassadorship with Burberry. At just 17, Danielle of NewJeans is following in his footsteps by joining Burberry’s global ambassador family.

Danielle shines in the campaign, modelling a range of Burberry pieces including iconic trench coats, stylish outfits adorned with the classic Burberry print, and statement bags. Her versatility and ability to effortlessly carry off any look are evident throughout.

While all members of NewJeans have been selected to represent various luxury brands, Danielle has garnered particular attention for her distinctive style and trendsetting looks, making her an ideal fit for Burberry.


Known for his unique personal style and love of fashion, Taeyong of NCT has been a long-time supporter of LOEWE. His idiosyncratic style caught the eye of Jonathan Anderson, and he was announced as a brand ambassador for LOEWE back in June last year. He later attended the brand’s Spring 2024 menswear show during Paris Fashion Week wearing a black V-neckline shirt and baggy dark jeans. Anderson shares, “With Taeyong’s many talents spanning songwriting, performing and visual creation, I’m really excited to see what this collaboration will bring.”

Lee Dong-Wook

Known for his flawless skin, it should come as no surprise that actor Lee Dong-Wook has snagged countless high-profile beauty campaigns. Thanks to his “luxurious image”, he was recently appointed as La Mer’s male brand ambassador, and the brand remarked that “his atmosphere fits well with the brand.” 

However, this is not a first-time experience for the Goblin actor. In 2019, he was the first Korean star to become Chanel’s global ambassador for its first make-up collection for men, Boy de Chanel.

Photo: Courtesy of CHANEL

This article was first seen on Elle.Sg.

For more on the latest in luxury style and fashion reads, click here.

Back to top