Singapore footwear and accessories giant Charles & Keith announced on January 3 that Korean pop star Krystal will be its first-ever global brand ambassador.

While Charles & Keith has worked with A-listers such as Hailey Bieber and Lily McMenamy to star in its advertising campaigns, this appointment marks the first time the brand has carved out the role of brand ambassador in its 25-year history. The 27-year-old Krystal, who was formerly a member of K-pop girl group f(x) will kick off her new gig with the brand with a Spring 2022 campaign in February.

“We’re thrilled to welcome Krystal, whose spirit closely aligns with our brand values, to the Charles & Keith family,” said brand co-founder Keith Wong in a statement. “Together, we hope to inspire women all around the world to showcase their personal style – fun, freely and with flourish.”

Since grabbing the spotlight as one of the stars of Squid Game, model-turned-actress Jung HoYeon has reportedly become South Korea’s second most followed actress on Instagram – surpassing household names such as  Song Hye-kyo even.

So it comes as no surprise that the 27-year-old has been named as the ambassador for Louis Vuitton, a label she has walked for numerous times since Spring-Summer 2017.

Nicolas Ghesquiere, Louis Vuitton’s artistic director of womenswear said: “I immediately fell in love with HoYeon’s great talent and fantastic personality, and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago.”

Get ready to see more of Park Soo-young, or Joy as she is more popularly known as, decked out in designs by Tod’s.

The effortlessly elegant member of Korean group Red Velvet, who graced the cover of FEMALE‘s November 2020 edition has landed the role of Tod’s brand ambassador in South Korea. Her gig will see her accompany the brand in many of its activities in the country and beyond.

In a statement, Tod’s creative director Walter Chiapponi noted how the 24-year-old pop star is a “young talent with so much energy”. He added: “I’m sure Joy will add her personal touch to our future projects!”.

The ex Wonder Girls and 4Minute member who has carved a solo career as a singer-songwriter/rapper for more than a decade can now add global Loewe ambassador to her CV too.

The experimental style star who released her seventh chart-topping EP I’m Not Cool in January 2021 embodies what the Spanish house calls a “vibrant sense of style”. HyunA’s announcement comes on the heels of Loewe’s take over of direct control of the brand in South Korea from a former local distributor.

The member of K-pop group Red Velvet is an influential star in her own right, boasting close to 10 million followers on Instagram. It is not surprising then that Italian house Salvatore Ferragamo has tapped the 27-year-old to be the global ambassador for the company, turning to her to front campaigns such as the one for its Let’s Dance shoe capsule collection.

One of the most renowned and influential boybands in the world is making their mark in the world of fashion with their appointment as house ambassadors for Louis Vuitton.

Virgil Abloh, Louis Vuitton’s men’s artistic director said: “I am delighted BTS are joining Louis Vuitton today. I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture. I can’t wait to share all the very exciting projects we are working on”.

The band wore Louis Vuitton outfits to the 2021 Grammy Awards, where their hit single Dynamite was up for a nomination. More recently, the group made their first runway appearance in Louis Vuitton’s virtual fashion film for its Fall/Winter 2021 menswear collection.

Following the Blackpink member stunning solo debut, Rose was appointed as Tiffany and Co.‘s latest global ambassador. The star will be fronting the digital campaign for the Tiffany HardWear collection as part of her new gig.

Saint Laurent announced in June 2020 that she would be a global face for the brand through a series of Pre-Fall 2020 campaign images and videos posted on its Instagram page.

Rising K-pop quartet – the group comprises Karina, Giselle, Winter and NingNing – made their global debut in November with the single Black Mamba. More recently, they made headlines when it was announced that they have been picked as the first-ever South Korean ambassador for the brand. Unlike other fashion houses, Givenchy’s creative director Matthew Williams decided to pick not one but all members of the group for the role.

The Korean actress, known for her roles in Korean dramas such as Descendants of the Sun and Autumn in my Heart, was chosen as the brand ambassador for Chaumet not only in Korea, but Asia Pacific, in December 2018. And we reckon her elegance makes her a perfect fit for the brand. 

She was also named as the Korean ambassador of Fendi. Calling her an “icon of the era”, the Italian house shared in a statement that her beauty speaks of both softness and tenacity which are values that resonate with it.

The 24-year-old was first appointed as the brand ambassador for Chanel Beauty in 2018 before she started fronting the fashion house. She fits the brand’s style so much that she is affectionately known as “Human Chanel” among fans.

In September 2021, she was revealed as the face of the Coco Neige skiwear campaign (pictured) and will follow that with a campaign for the Coco Crush fine jewellery collection in January 2022.

You might have seen Lisa at various fashion shows and got confused – exactly which brand is she fronting? The Thai-born K-pop singer/rapper is the muse for Celine‘s Hedi Slimane and most recently fronted the Celine Essentials campaign.

In December 2021, she was named as the Maison’s first-ever haute parfumiere ambassador and made her catwalk debut for Celine’s Summer 2022 Baie Des Anges showcase.

In January 2020, the actor was appointed as the global model for Calvin Klein, making him the first Korean actor to be given that appointment. According to the reports, he was chosen as they found him a perfect fit with their young and modern image.

Did we mention we got to experience his boyish charm up close and in person during his visit to the Clash de Cartier Studio when he was in Singapore?

Let’s be real, G-Dragon was one of the first K-pop celebrities anyone has associated with Chanel. The Big Bang leader was appointed as their brand ambassador in 2017, having attended their fashion shows for years prior. And if there’s anything that sets him apart from other ambassadors, it’s that he injects his personal style into any piece he wears.

It’s not every day that Gucci chooses a Korean ambassador. Their first happens to be Kai, who is known for his slim stature and modelesque height. The singer started attending Gucci shows is 2018 before being appointed as an ambassador in 2019 through an eyewear campaign.

The Itaewon Class actor was chosen as the brand ambassador of Montblanc Korea in 2018. His appointment came after his rise in popularity after appearing in dramas such as Hwarang and variety show Youn’s Kitchen 2. He was seen sporting the Star Legacy Full Calendar in Itaewon Class.

It obviously takes a queen like Jun Ji Hyun (also known as Gianna Jun) to front a brand like Alexander McQueen. The actress was appointed as the brand’s first Korean ambassador in June 2020.

Not every can be a designer’s muse, but the Korean actress is one of the lucky ones to be Louis Vuitton‘s Nicolas Ghesquiere’s muse in 2016. Since then, she has been the brand ambassador and is a front row fixture in the brand’s runway shows. She even walked the runway for the 2018 Cruise collection in Japan.

He was the first Korean actor to be appointed as the brand ambassador for Cartier in Korea, and has also been appointed as Burberry‘s brand ambassador. The actor boasts a unique style that is quirky yet polished, so it’s no surprise that brands would want to be associated with him.

The Korean actor joins a roll-call of other A-list celebrities who are appointed “Ambassadors of Elegance” of the Swiss watch house. If you’ve seen him in any interviews, you’ll immediately understand why the title is so befitting for him.