The New Faces of Luxury Taking Over 2025

From K-pop stars to screen icons, these are the names fashion houses are betting big on.

This year, fashion houses are choosing brand ambassadors that bring more than star power. From K-pop idols to actors and icons, these partnerships reflect each brand’s push for global influence. Here are the stars leading major luxury campaigns we’ll probably see often for the rest of 2025:

Henry Cavill for Longines

Henry Cavill enters the world of Swiss horology as Longines’ newest ambassador. The watch brand praised his “modern elegance,” a fitting match for an actor whose offscreen persona is grounded, polished, and quietly commanding. His first campaign highlights Longines’ connection to aviation and equestrian sports.

S.Coups for BOSS

SEVENTEEN’s S.Coups was officially announced as BOSS’ new global ambassador just this month. The German fashion label praised his bold presence, calling it a perfect fit for their evolving identity. S.Coups previously held ambassadorships with Loewe and attended the brand’s Spring 2025 show in Milan. His confident style aligns perfectly with BOSS’ focus on modern tailoring.

KUN for Versace

Chinese pop star KUN leads Versace’s Spring/Summer 2025 campaign. The looks: silk shirts, wave knits, and leather layers—and KUN wears them like second skin. His role feels aligned with Donatella Versace’s vision: unapologetic, expressive, and built for the spotlight.

Mina of TWICE for Fendi

TWICE member Mina was named Fendi’s ambassador earlier this year. She launched her campaign with the Peekaboo Soft Small which debuted on Fendi’s Spring/Summer 2025 runway.

Jin of BTS for Alo

BTS’ Jin joined Alo Yoga as ambassador just as the brand prepared to open its flagship in Seoul. In his statement, he shared how the brand’s focus on wellness and balance mirrors his own values.

Baifern Pimchanok for Loewe

Loewe named Thai actress Baifern Pimchanok as its brand ambassador in late 2024. Known for her soft, elegant style and strong acting career, Baifern is one of Thailand’s most loved stars. Her partnership with Loewe shows the brand’s growing focus on Asia and on choosing ambassadors with real influence and personal style.

Heart Evangelista for Mugler Fragrances

Filipina fashion icon Heart Evangelista is now the regional face of Mugler Fragrances in Southeast Asia. Known for her constant apearances at couture weeks and her presence online, she brings a whole new feminine energy to Mugler’s world of scent.

Song Hye Kyo for Guerlain

Anne Hathaway commands space in tweed and leather-laden elegance

Korean A-lister Song Hye Kyo is now Guerlain’s first-ever Asia Pacific ambassador for skincare and makeup. The French house calls her “a strong woman and cultural figure,” while she describes Guerlain as a perfect blend of tradition and innovation.

Stray Kids for Fendi and Bottega Veneta

Two Stray Kids members took on major ambassadorships this year. Bang Chan officially joined Fendi after multiple appearances at their shows and events, while I.N became the face of Bottega Veneta, citing the brand’s craftsmanship and expressive spirit. Both idols bring a fresh, global edge to their respective fashion houses and represent the new standard for K-pop crossover appeal.

Byeon Woo Seok for Prada and Cartier

Byeon Woo Seok is fast becoming one of Korea’s most in-demand faces in fashion. In late 2024, he was tapped by both Prada and Cartier, solidifying his rise from breakout actor to global brand fixture.

Kendrick Lamar for Chanel

Kendrick Lamar joins Chanel as its newest ambassador, fronting the brand’s latest eyewear campaign. He visited the Chanel ateliers before the launch, sharing that the craftsmanship and legacy of the house aligned with his values. “They don’t make menswear, so it had to be glasses,” he said.

The luxury brand ambassadors you’ll be seeing everywhere this year