9 K-pop stars who became luxury brand ambassadors in 2023

From BTS’ J-Hope and Jimin to the girls of NewJeans, these Korean celebrities are now the faces of international style campaigns

In recent years, K-pop has exploded into an international phenomenon, shaping pop culture and the music industry far beyond South Korea. Boy bands and girl groups like BTS and Blackpink have amassed a global following, often through a combination of their dynamic performances, distinctive style and good old star appeal.

Today, K-pop’s influence isn’t just felt in the music industry; it’s changing the very face of luxury, too. In a win for diversity, more fashion and jewellery brands are tapping on Korean celebrities to front their campaigns—a privilege that was typically offered to Hollywood stars just a decade ago.

In 2023 alone, we’ve seen the likes of Louis Vuitton, Dior and Fendi announce new global ambassadors from the buzziest Korean music groups. Below, we spotlight all the K-pop idols who have added a new title to their resumes this year.

In case you missed it: Blackpink’s Rosé shines in new Tiffany Lock campaign