The South Korean entertainment industry isn’t just dominating music charts—it’s rewriting the rules of fashion. In 2024, luxury brands are locking in K-idol brand ambassadors, solidifying their influence beyond the stage. From NCT’s Ten to SEVENTEEN’s Mingyu, these style icons aren’t just wearing designer pieces; they’re defining them. The Highlighter MY is breaking down the ultimate list of 10 K-idol brand ambassadors who are shaping the future of fashion—because let’s be real, who isn’t taking style notes from them?
NCT JAEHYUN – Prada
Since being named Prada’s global ambassador in June 2022, NCT’s Jaehyun has redefined luxury with his effortless elegance. From fronting the Fall/Winter 2022 campaign to commanding the Milan Fashion Week spotlight, he seamlessly blended Prada’s sleek aesthetic with his own charisma. Now, as he steps away for military service in 2024, the fashion world eagerly awaits his grand return—because when Jaehyun wears Prada, it’s more than just fashion. It’s a statement.
WAYV TEN – YSL
In 2024, NCT & WayV’s TEN became a Saint Laurent ambassador, infusing the brand with his bold, avant-garde style. He kicked off his campaign with sharp tailoring and fluid silhouettes, embodying YSL’s signature edge. Back in 2023, he made waves at a Saint Laurent event in Penang, further proving his global impact in fashion and music. With each look, TEN redefines modern luxury, seamlessly blending K-pop charisma with high-fashion rebellion.
BLACKPINK JISOO – DIOR
In 2021, BLACKPINK’s Jisoo officially became a Dior global ambassador, seamlessly blending her graceful aura with the brand’s timeless elegance. She kicked off her campaign with effortlessly chic looks, embodying Dior’s sophisticated femininity. Whether front row at Paris Fashion Week or starring in bold campaigns, she continues to redefine modern luxury. With every appearance, Jisoo proves she’s more than just a K-pop sensation—she’s a true fashion powerhouse.
SEVENTEEN Mingyu – Bvlgari, L’occitane
SEVENTEEN’s Mingyu became Bulgari’s first local ambassador in Korea in 2024, marking a new era of bold luxury. From the moment he stepped into the role, he effortlessly embodied Bulgari’s timeless yet modern edge, blending his undeniable charisma with the brand’s opulence. His debut campaign showcased statement watches and sleek jewelery, proving his natural synergy with the Italian maison.
Adding to his growing influence in luxury, Mingyu also became L’Occitane’s first brand ambassador for Asia, bringing his sophisticated charm to the world of premium skincare.
SEVENTEEN Vernon – KENZO
SEVENTEEN’s Vernon stepped into the fashion spotlight as Kenzo’s global ambassador in 2023, instantly redefining modern streetwear with his effortlessly cool aesthetic. His debut campaign, shot in Tokyo, perfectly captured Kenzo’s fusion of Japanese heritage and contemporary edge. With his laid-back charisma and trend-setting presence, Vernon seamlessly embodies the brand’s youthful spirit while pushing fashion boundaries.
aespa – Givenchy
When aespa was announced as Givenchy’s global ambassador in 2021, it was more than just a collaboration—it was a seismic shift in fashion’s relationship with K-pop. The powerhouse quartet brought their futuristic Y2K aesthetic to the storied French house, effortlessly merging Givenchy’s sharp tailoring with their bold, genre-defying style. Their debut campaign was a statement in itself—sleek monochrome fits, commanding silhouettes, and an energy that screamed next-gen luxury. Whether on stage or front-row at fashion week, aespa continues to redefine what it means to be a modern Givenchy muse, proving that their influence extends far beyond music.
STRAY KIDS – Tommy Hilfiger
On September 11, 2023, Stray Kids were named Tommy Hilfiger’s Asia Ambassadors, fronting the brand’s 2023 fall campaign “Always Together.” More than just a fashion moment, the campaign celebrated the evolving meaning of family, with Stray Kids embodying a modern, unbreakable bond that goes beyond tradition. Their effortless synergy with Tommy Hilfiger’s preppy-meets-streetwear aesthetic proved why they’re the perfect fit—bold, dynamic, and always pushing boundaries. From oversized denim to classic varsity jackets, the group redefined heritage fashion with a rebellious edge, proving once again that they are unstoppable trendsetters on and off the stage.
NCT Taeyong – Loewe
LOEWE’s decision to appoint NCT’s Taeyong as a global ambassador in 2023 was both groundbreaking and effortless. With his fearless approach to fashion and undeniable star power, he perfectly represents the brand’s artistic and unconventional spirit. His debut campaign captured his avant-garde energy, merging luxury with his signature boldness. Even while serving in the South Korean Navy, Taeyong’s influence in fashion remains strong, proving that true style leaves a lasting mark.
Cha Eunwoo – Skechers
Skechers found the perfect match in Cha Eunwoo, naming him their brand ambassador in early 2024. With his boy-next-door charm and polished style, he embodies the brand’s fusion of comfort and trend-forward design. Kicking off his role with a highly anticipated meet-and-greet at the Skechers Grand Opening in TRX, Kuala Lumpur, he drew massive crowds, proving his star power extends far beyond the screen. From sleek athleisure to everyday essentials, Eunwoo makes every Skechers moment look effortlessly cool.
BTS Jungkok – Calvin Klein
Jungkook’s partnership with Calvin Klein wasn’t just another brand deal—it was a moment. Appointed as the global ambassador in 2023, the BTS star instantly became the face of modern confidence and effortless sensuality. His Spring 2024 campaign took it up a notch, blending Calvin Klein’s signature minimalism with his raw, magnetic energy. From iconic denim to sleek underwear, Jungkook’s presence turned every shot into a statement. With his global influence and undeniable charisma, he proves once again why he’s not just a pop icon but a fashion force to be reckoned with.
As the lines between fashion and music continue to blur, K-idol brand ambassadors are proving that their influence extends far beyond the stage. From headlining global campaigns to sitting front row at the biggest fashion weeks, they are not just endorsing luxury brands—they are shaping them. Their ability to seamlessly merge personal style with high fashion makes them the ultimate trendsetters, proving that K-pop’s impact on the industry is not just a passing trend, but a lasting revolution. Whether on billboards or magazine covers, these idols are leading the charge, and the world is taking notes.
