Asian stars, global ambassadors: Fashion luxury brands' love affair with them heats up

SINGAPORE - Jin stopped traffic and turned the Gucci show at Milan Fashion Week on Sept 20 into a fan meeting, where hundreds of fans showed up chanting his full name Kim Seok-jin.

Such was the draw of the oldest member of K-pop titan BTS, who made his first solo appearance at the Italian luxury fashion house's spring-summer 2025 fashion show after being named its global ambassador in August.

He was not the only Asian star who commanded attention at the recent spring-summer 2025 womenswear fashion shows.

Eight out of the top 10 celebrities and influencers who dominated New York Fashion Week (NYFW), which ran from Sept 6 to 11, came from Asia, reported influencer marketing platform Lefty on Sept 16.

Coming in tops was Jisoo from K-pop girl group Blackpink, a new face of Tommy Hilfiger. She generated US$8 million (S$10 million) in earned media value for posting photos of herself wearing the American brand's apparel at its NYFW show on Sept 8 to her 79.5 million Instagram followers.

Earned media value is the amount of money a brand can expect to receive from positive mentions in digital and offline media.

In the same report, Tommy Hilfiger also emerged as the leading brand in social media visibility rankings, largely because of its strategic collaboration with Thai stars - Naravit "Pond" Lertratkosum, Phuwin Tangsakyuen, Nattawat "Fourth" Jirochtikul and Norawit "Gemini" Titicharoenrak - and other South Korean idols such as Lee Know and Felix of K-pop boy band Stray Kids.

Fourth, Gemini, Pond and Phuwin ranked third, fourth, fifth and seventh respectively on Lefty's Top NYFW Influencers list, while Lee Know and Felix took the sixth and eighth spots respectively. (From left) Naravit "Pond" Lertratkosum, Phuwin Tangsakyuen, Nattawat "Fourth" Jirochtikul and Norawit "Gemini" Titicharoenrak in the front row before viewing the new Tommy Hilfiger SS25 collection in New York on Sept 8.

For the spring-summer 2025 womenswear edition at London Fashion Week, which ran from Sept 13 to 17, Lefty reported that Thai actor-singer Vachirawit Chivaaree, more popularly known as Bright, was the top influencer. The 26-year-old generated more than US$1 million in earned media value for posting photos of the Burberry show on Sept 16 to his 18 million Instagram followers.

By enlisting Bright, the English fashion house secured the position of top brand, generating the highest earned media value at US$6 million.

The draw of Asian stars is not showing any signs of slowing down in 2024.

French jeweller Cartier named Japanese actress Anna Sawai its new ambassador on Sept 16, the day she became the first Asian to win an Emmy Award for outstanding lead actress in a drama series for her performance in the historical drama Shogun (2024). Japanese actress Anna Sawai was named Cartier's new ambassador on Sept 16.

Mr Kenneth Goh, editor-in-chief of Harper's Bazaar Singapore magazine, credits the growth in the Asian celebrity phenomenon to a globally engaged audience.

He says: "Their fandom is fervent and as more luxury brands seek a younger demographic audience and potential customer base, this is a perfect arena for the brands to tap and grow their presence."

Dr Lewis Lim, an associate professor of marketing practice at Nanyang Business School, says luxury brands cannot afford to ignore Asia.

"Given the rapid development of Asian economies, including the rise of the Asian middle class, Asian consumers have grown to assert their own set of aspirations, preferences and expectations," adds Dr Lim, who has researched luxury marketing.

"When Western luxury labels put an Asian face to their brand, they are acknowledging that Asia is a strategically important market in its own right and not just another export destination."

Mr Sylvester Ng, editor-in-chief of Icon Singapore magazine, states that Asian celebrities bring immense cultural influence and a global fan base that resonates beyond borders.

"Their unique ability to bridge East and West makes them indispensable to fashion brands aiming for regional and worldwide impact," he says.

Adding that Thai celebrities are now high on the radar due to their strong fan bases, he notes: "They're definitely the next stars to watch, adding diversity and fresh perspectives to the scene."

The European fashion houses have also set their eyes on China, forming alliances with Chinese personalities to generate local appeal.

Chinese sensation Wang Yibo is a hot favourite with top international fashion companies.

On Sept 10, the singer-actor became London-based shoe brand Jimmy Choo's first male global brand ambassador. The news came a day after Japanese denim label Evisu named him the global face for its autumn-winter 2024 collection. Chinese star Wang Yibo is shoe brand Jimmy Choo's first male global brand ambassador.

In June, Loewe appointed the star, who debuted as a member of South Korean-Chinese boy band Uniq in 2014, as the Spanish fashion powerhouse's global brand ambassador.

Wang, who has more than 40 million followers on Weibo, also represents Lacoste and Chanel.

There is much room for Asian brand ambassadorship, says Dr Lim, as many luxury brands still appoint Western celebrities as their first-liner global brand ambassadors.

He adds: "Asian celebrities are usually engaged for region- or country-specific campaigns. For instance, if you go to the Boucheron global website, you will see the face of a Western model." More On This Topic K-pop stars become models as fashion brands eye their global fan base Celebrities in finance advertisements: Aye or nay?

The high-end French jeweller's Asian celebrity ambassadors include Japanese singer Mina from South Korean girl group Twice, and Chinese stars Xiao Zhan and Zhou Dongyu. While they are not featured on Maison Boucheron's website, the stars are promoted on its Instagram.

Ms Tjin Lee, head of South-east Asia at brand technology group Gusto Collective, says returns from celebrity-led events are "tangible and extend well beyond immediate sales".

"These events generate significant buzz, particularly on social media, offering brands valuable exposure to millions of consumers," adds Ms Lee, whose company has handled 22 Asian celebrity appearances here in 2024 for its fashion and beauty clients.

"For instance, earlier this year, (American beauty brand) Kiehl's brought in Bright for an event at VivoCity. His presence generated an impressive reach across print, online and social platforms. The event also saw a significant increase in footfall, creating sustained buzz from pre-event promotions to post-event coverage."

Mr Goh cautions that brands must be nimble with their ambassadors and understand their market segment well when banking on celebrity spokespeople.

Not all Asian ambassadors work, so brands "often start with smaller activations with the celebs and see how they do before engaging them on a regional or global level".

Mr Ng adds that brands need to evolve with the market to stay relevant. "Partnering in-demand talents ensures they stay ahead in an increasingly competitive landscape."

Dr Lim notes that while ambassador appointments are part of a long-term brand-building effort, there is always a risk of selecting the wrong names.

He adds: "The important thing for a luxury brand to do is to appoint only celebrity ambassadors who well represent the character of the brand and who have a track record of living up to the values that the brand believes in, and not to sponge off the star power of specific celebrities.

"That way, when any of the appointed celebrities get cancelled (for whatever reason), the brand has a justification to cancel them too."

Ms Lee adds that overexposure to a certain celebrity may also work against the brand's campaign. "However, if managed strategically, with an emphasis on diverse, non-conflicting collaborations that feel authentic to the celebrity's persona, it can contribute positively to the celebrity's and the brand's success."

Authenticity and the ability to connect remain the charms of Asian celebrities, who understand that fan interactions are part of their job.

"The influence of a celebrity is not just about fame, but it's also about credibility, relatability and social currency," says Ms Lee.

"Asian celebrity ambassadors continue to resonate because of the deep emotional connection they foster with their fan base across the region. Even non-A-list celebrities have highly engaged followers who are loyal and trust their recommendations."

The Straits Times rounds up some notable Asian faces who have been appointed in 2024 as ambassadors for international brands.

After two years away from the public eye because of mandatory military service, BTS' Jin is back in the limelight. And brands - and fans - cannot get enough of the singer.

Following his discharge from the army on June 12, he was named a global face for French high jeweller Fred on July 8. A month later, Gucci appointed the 31-year-old as its global ambassador. French jewellery Fred named Jin of BTS its global ambassador.

Fred said Jin was a true generational icon and his "perpetual smile and a great sense of humour" was a fit for its Sunshine Jewel campaign. Jin, an official torchbearer for South Korea at 2024's Paris Olympics, was spotted wearing the limited-edition Force 10 steel buckle bracelet designed as part of Fred's multi-year collaboration with non-profit sport organisation Special Olympics.

Meanwhile, Gucci's creative director Sabato De Sarno said Jin's "warm and kind personality is truly magnetic, and his style is simply unique".

Jin joins Gucci alongside other South Korean brand ambassadors such as NewJeans' Hanni and actor Lee Jung-jae.

The appointment of K-pop boy band Seventeen's Mingyu as Dior's ambassador in August comes as no surprise, as the South Korean singer turned heads at the brand's autumn-winter 24/25 Paris Fashion Week show in February.

The French luxury fashion house made the announcement in a series of social media posts, calling the stylish 27-year-old "the perfect embodiment of Dior's aesthetic". The rapper is in good company at Dior as he joins the ranks of K-pop stars such as BTS' Jimin and Blackpink's Jisoo. Mingyu of K-pop group Seventeen is an ambassador for Dior.

Apart from Dior, Mingyu is also L'Occitane's brand ambassador for Asia. It is the first time the French luxury beauty brand has a face specifically for Asia, aiming to introduce the beauty and lifestyle of Provence to a broader audience in the region.

Newly minted Emmy winner Anna Sawai and Stray Kids' Hyunjin are the latest stars to join Cartier's growing family of Asian ambassadors that includes Blackpink's Jisoo, BTS' V, Hong Kong-born singer Jackson Wang and Thai actor Jeff Satur.

Sawai, 32, wore Cartier High Jewellery earrings and a Reflection de Cartier ring to the Emmy Awards. South Korean rapper Hyunjin of Stray Kids is one of Cartier's global ambassadors.

Hyunjin, 24, has shown an affinity for Cartier, having worn its pieces to various events. The rapper has also posted photos on Instagram wearing watches by the maison.

He is fast becoming a fashion icon, and grabbed attention at Versace's Milan Fashion Week show on Sept 20. He became the Italian luxury fashion house's first South Korean face in 2023, and is also dressed by designer Donatella Versace for the ongoing Stray Kids Dominate world tour.

Boucheron named Mina from K-pop girl group Twice as its Japan brand ambassador in August.

In its announcement, the maison praised the Japanese singer's boldness, strength and creativity, and added that Boucheron shares the same values, making this the perfect partnership. Twice's Mina was namd Boucheron's Japan brand ambassador in August.

Mina, 27, joined fellow ambassador, English model Alexa Chung, and face of the maison, Polish model Anja Rubik, as well as Hollywood actresses Gwyneth Paltrow and Hailee Steinfeld at the opening of Boucheron's first New York City boutique on Sept 10.

Louis Vuitton is strengthening its South Korean presence by naming two K-icons as their house ambassadors.

The French luxury fashion brand chose Gong Yoo as the celebrated actor "exemplifies the spirit of Louis Vuitton with his commitment to excellence and innovation in his craft". The 45-year-old's efforts to raise awareness about environmental issues and mental health also resonate with its commitment to crafting a better future. South Korean actor Gong Yoo is Louis Vuitton's house ambassador.

Blackpink's Lisa, previously an ambassador for French luxury fashion house Celine, is known for her individuality.

Nicolas Ghesquiere, Louis Vuitton artistic director of women's collections, says Lisa possesses a "daring spirit and charisma". The 27-year-old Thai rapper-singer, who is expanding her career as a solo artiste, is also "as bold and creative with her music as she is with her fashion".

Prada added three Asian faces to its roster of brand ambassadors.

Chinese director-actress Jia Ling, 42, best known for her work in the sports drama Yolo (2024), became the Italian fashion house's ambassador in June, while Karina from K-pop girl group Aespa was appointed in August. Karina, 24, joins Prada's growing list of South Korean representation, which includes actress Kim Tae-ri and K-pop boy band Enhypen. Karina of K-pop group Aespa became one of Prada's global ambassadors in August.

The appointment of acclaimed Thai actress-model Jarinporn "Toey" Joonkiat, 34, as Prada's first Thai female brand ambassador on Sept 10, showed the brand has noticed the growing influence of Thai stars. Prada signed Thai actor Metawin Opas-iamkajorn as its first Thai brand ambassador in 2023.

The naming of Danielle of K-pop girl group NewJeans as Celine's global brand ambassador signified the starlet's status as a rising fashion icon. NewJeans' Danielle was named as Celine's ambassador in March.

The French fashion house shared the news in March on X, posting a black-and-white photo of an effortlessly chic Danielle. The Australian singer, 19, is also a global brand ambassador for Burberry and French cosmetics label YSL Beauty.

Chinese actress Li Yitong, who rose to fame through TV series The Legend Of The Condor Heroes (2017), was named the French leather goods company's new face in the Chinese market on Aug 20. Chinese actress Li Yitong is a Longchamp ambassador.

Longchamp creative director Sophie Delafontaine said Li's "natural and effortless attitude" mirrors that of Parisian women.

It helps that the 34-year-old has more than 30.6 million followers on Instagram, Weibo, Douyin and Xiaohongshu combined.

K-drama heavyweight Park Seo-joon is a "natural choice as he aligns perfectly with our brand values of holistic well-being", said Lululemon's Asia-Pacific vice-president of brand marketing Nathan Chan.

The actor, 35, headlines the Canadian luxury sportswear brand's #togetherwegrow campaign, which aims to promote movement and togetherness within communities across Asia, Australia and New Zealand.

According to Lululemon, Park's experiences with pressures and expectations within South Korea's entertainment industry inspired him to shine a spotlight on well-being by staying active. South Korean actor Park Seo-joon is one of the faces for athleisure brand Lululemon's #togetherwegrow campaign.

While Lululemon generally appoints yoga instructors and social media influencers as ambassadors, the athleisure giant collaborated with Oscar winner and Malaysian actress Michelle Yeoh for its Lunar New Year capsule collection in January.

Uighur Chinese actress-model Nazha, 32, joined Hollywood actors Elle Fanning, Charles Melton and Storm Reid as Coach's new global ambassadors, who kicked off the American fashion label's Unlock Your Courage campaign for its autumn-winter 2024 collection.

The campaign features a series of stories about having the courage to choose authentic self-expression over the idea of perfection. Chinese actress Nazha is a Coach global ambassador.

In Nazha's segment, she plays a meek young woman walking up to a stuffy crowded party - until her Times Square Tabby bag leads her in fantastical ways to express her true self.

Nazha, who made her debut in Chinese TV series Xuan-Yuan Sword: Scar Of Sky in 2012, is also French fashion house Saint Laurent's brand ambassador for China.

Dr. Lewis Lim is Associate Professor of Marketing Practice at Nanyang Business School, Nanyang Technological University in Singapore