Global glam: 2025's new wave of luxury brand ambassadors

Several luxury brands have tapped new ambassadors for 2025, choosing stars who bring both global appeal and personal resonance. From K-pop idols to Hollywood actors and cultural icons, these partnerships underscore each luxury brand’s strategic push for global influence.

SEVENTEEN’s S.Coups was officially named BOSS’s global ambassador this month. The German fashion house praised his bold presence as a perfect match for its modern tailoring. Seventeen's leader previously held ambassadorships with Loewe and appeared in its Spring 2025 show in Milan.

Chinese pop star KUN leads Versace’s Spring/Summer 2025 campaign, effortlessly showcasing silk shirts, wave knits, and leather layers in line with Donatella Versace’s vision of unapologetic, expressive style.

TWICE’s Mina was appointed Fendi ambassador earlier this year. She debuted with the Peekaboo Soft Small bag on Fendi’s Spring/Summer 2025 runway.

BTS’s Jin joined Alo Yoga as its ambassador ahead of the brand’s flagship opening in Seoul. He cited Alo’s emphasis on wellness and balance as reflecting his own values.

Two members of Stray Kids also landed major roles: leader Bang Chan became Fendi’s ambassador on 16 January after attending the brand’s Spring 2025 show in Milan. One week later, youngest member I.N. was named the new face of Bottega Veneta.

Henry Cavill entered Swiss horology as Longines’s newest ambassador. The brand lauded his “modern elegance” in a campaign that highlights its ties to aviation and equestrian sports.

Kendrick Lamar fronts Chanel’s latest eyewear campaign, visiting the brand’s Paris ateliers and praising its craftsmanship and legacy.

In Southeast Asia, Filipina fashion icon Heart Evangelista became Mugler Fragrances’ regional face, bringing her couture‑week allure and online presence to the scent house.

These partnerships reflect each luxury house’s strategy to blend celebrity influence with authentic alignment to brand values and global reach.