As the Hallyu wave continues to rise, Korean celebrities aren’t just becoming ambassadors, but cultural icons reshaping luxury into an inclusive, global experience for fans everywhere.
Luxury brands are turning to South Korea’s biggest stars to reshape high fashion for a new generation. Hallyu, also known as the Korean wave or Korean pop culture’s global influence, shows no signs of slowing down. Brands such as Gucci, Louis Vuitton, and Prada are tapping into young, digitally connected fans ready to invest in style by partnering with K-pop idols and actors.
Social media gave K-pop and K-drama stars an international stage and huge fan bases of young people eager to consume luxury products. These ambassadors make high-end goods feel attainable, shifting luxury’s image from elite exclusivity to accessible aspiration.
Here’s a look at 13 recent Korean brand ambassadors who are reshaping global luxury branding.
Stray Kids and Jisoo for Tommy Hilfiger
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Appointed in 2023, Stray Kids debuted with designer Tommy Hilfiger himself at this year’s Met Gala, reimagining the brand’s classic aesthetic for a younger, global audience. Just recently, BLACKPINK’s Jisoo joined as an ambassador, bringing her refined yet approachable style to the brand and making Hilfiger’s timeless look resonate with a new generation.
Taeyong for Loewe
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NCT’s Taeyong became LOEWE’s brand ambassador in 2023 representing the brand’s creative, avant-garde approach with his distinctive style. Known for his dashing and unique look, Taeyong fits in with LOEWE’s forward-thinking designs. And his ambassadorship is an example of how K-Pop stars put a cool edge to established luxury brands.
IU for Estee Lauder
Joining Estee Lauder in 2024, singer-songwriter IU adds her timeless beauty and sophistication to the brand to appeal to a younger, global audience. Known for her classic elegance, IU represents a modern yet approachable luxury.
Rosé for Rimowa
Rosé from BLACKPINK was made the global ambassador for RIMOWA alongside Lewis Hamilton. Known for her chic, relaxed style, Rosé gives the brand’s luxury luggage a laid-back vibe—it’s as fashionable as it is functional.
Gong Yoo and Lisa for Louis Vuitton
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Appointed in early 2024, Gong Yoo, known for his charisma and refinement, embodies the classic Louis Vuitton aesthetic, aligning with the brand’s mission to merge heritage with contemporary culture for a cross-generational appeal. Lisa, who joined as a House Ambassador in mid-2024, brings a bold, trendsetting style, infusing youthful energy into the brand.
Cha Eun Woo for Chaumet
ASTRO’s Cha Eun Woo became the global ambassador for Chaumet just this year, bringing his polished image and natural charm to the French luxury jeweler.
Byeon Wooseok for Prada
Just this week, Byeon Wooseok became the brand’s ambassador. Fresh off his breakout role in Lovely Runner and boasting 11.4 million Instagram followers, Wooseok attended Prada’s spring 2025 show in Milan. His appointment puts the house closer to the pulse of K-culture’s global appeal.
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Jin for Gucci
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Jin from BTS became Gucci’s new ambassador in August 2024 after finishing his military service. His debut at Gucci’s spring/summer 2025 show at Milan Fashion Week confirmed his status as a style icon.
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Mingyu, Jungkook, and NEW JEANS for Calvin Klein
Calvin Klein embraced K-pop’s influence with three major ambassadorships: BTS’s Jungkook, SEVENTEEN’s Mingyu, and all five members of NewJeans. Jungkook brings a laid-back, effortless style to the brand’s essentials, while Mingyu, also representing Dior, merges Calvin Klein’s minimalism with high fashion appeal. NewJeans—Minji, Hanni, Danielle, Haerin, and Hyein—inject a fresh, Y2K-inspired energy, giving Calvin Klein’s denim and logo tees a nostalgic fashion.
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The unstoppable power of Hallyu
Luxury brands aren’t just following trends, they’re harnessing the cultural capital of Hallyu to expand their reach globally. By partnering with these Korean stars, brands gain access to fanbases that are young, affluent, and globally engaged, creating a bridge between traditional luxury and contemporary culture.
As the Hallyu wave continues to rise, Korean celebrities aren’t just ambassadors, they’re cultural icons reshaping luxury into an inclusive, global experience for fans everywhere.
