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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
STORYClare Geeves
- 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
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
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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.
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.”
2. Louis Vuitton x BTS’ J-Hope
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.
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
