Why Luxury Fashion Can't Ignore Asian Star Power Any Longer

Prada has played the luxury game well in Asia, enlisting hard-hitters from different countries to be their ambassadors. In Thailand, they’ve found their representatives in actors Win Metawin and Toey Jarinporn. Over in South Korea, heartthrobs such as Byeon Woo Seok and Song Kang, as well as belles Irene of Red Velvet and Kim Tae Ri, serve as ambassadors. One of the most recent additions to Prada’s roster is Chinese actress and singer Chen Haoyu.

A revered maison with unmistakable style codes, Chanel made a historic move in 2016 when they announced K-pop legend G-Dragon as their first ambassador from Asia. His footsteps have been followed by actor Park Seo Joon and “Human Chanel” herself, Jennie Kim. Other representatives of the house include Thailand’s Becky Armstrong, China’s Zhou Xun and Liu Wen, and Hong Kong’s William Chan.

In recent years, Louis Vuitton has been geared towards appealing to younger demographics. This reflects in their recent choices for ambassadorships across Asia, which include Bambam of GOT7, J-Hope of BTS, and Felix of Stray Kids. Other names include Chinese actor Dylan Wang, Taiwanese actress Gingle Wang, and Thai actress Yaya Urassaya. Inarguably, Lisa of Blackpink has become the global face of the brand, having fronted campaigns and repped LV in her work.

Dior dove into the Hallyu wave head-on, adding a powerhouse of Korean acts to their list of friends. The French label has Mingyu of Seventeen, Nam Joo Hyuk, Han So Hee, and Jisoo of Blackpink as ambassadors, to name a few. Joining this elite group are Japan’s Ryusei Yokohama, Yuko Araki, and Anna Sawai, as well as Thailand’s Apo Nattawin, Orm Kornnaphat, and Tu Tontawan.

Several stars find themselves in the Gucci gang, from Gulf Kanawut and Billkin of Thailand to Xiao Zhan and Nini of China. Korean megastars such as Jay Park, Jin of BTS, Hanni of NJZ, and Kai of EXO are also global brand ambassadors. Just recently, Taiwanese actor and singer Austin Lin was also assimilated into ambassadorship.

Known for their idiosyncratic designs that cross borders, Loewe has declared its presence across Asia. In Thailand, they have a trio of house friends in actors Baifern, Tay Tawan, and Phuwin Tangsakyuen. Chinese acts Wang Yibo and Yang Mi are also compelling spokespersons for the Spanish label. Loewe also made a strong choice in having Korean girl group NMIXX as ambassadors.

Bulgari asserts its dominance in Asia with their picks of house friends. Last 2024, the Philippines’ very own Pia Wurtzbach-Jauncey became the first Filipino representative of the high jewelry house. She’s accompanied by her counterparts Davika Hoorne of Thailand and Ho Ngoc Ha of Vietnam. 

Tiffany & Co. has numerous Asian A-listers in its league of ambassadors. One of which, of course, is multimedia darling and Filipina it girl Anne Curtis, who regularly represents the brand at global soirees. She finds herself in good company, joined by the likes of Thailand’s Win Metawin, Vietnam’s Grey D, China’s Tiffany Tang, and South Korea’s Rose.

While they're best associated with their "if you know, you know" style codes, Bottega Veneta has made quite an uproar in Asia with their list of ambassadors. Oscar-winning Malaysian actress Michelle Yeoh, for one, joined the family in 2024. She's joined by the likes of RM of BTS, Hong Kong actor Terrance Lau, and Hong Kong-Taiwanese actress Shu Qi.

You'll find the world's sexiest in campaigns by Calvin Klein. Many have sported the American label's iconic undies across Asia, from Thailand's Bright Vachirawit, Davika Hoorne, and Tu Tontawan, to South Korea's Jennie Kim, Jungkook, and Mingyu. Filipino lensman and jack-of-all-trades BJ Pascual has waved our flag in the region, rocking CK with unabashed flare.

Legacy label Balenciaga found it's first-ever global brand ambassador in Thai actor and pop star PP Krit. Appointed in 2023, the 26-year-old made history as the first ever international face of the Spanish maison. His glamorous footsteps are followed by Michelle Yeoh, who was tapped in 2024. Notably, Balenciaga has built a modest list of ambassadors, with Nicole Kidman, Isabelle Huppert, and Kim Kardashian being the only other names in their house.

Several of the region's finest have joined forces with Coach as ambassadors. Familiar faces include Thai actor Nanon Korapat, South Korean rapper and internet personality Lee Young Ji, Chinese actress Nazha, and Japanese model Kiko Mizuhara.

Many a fashionista dreams of being a Jacquemus girl. It's a reality for intercontinental it girl Jennie Kim, who even made her runway debut at the house's F/W 2024 showcase. Other acts to have supported the French label at its shows are Korean heartthrobs Ahn Hyo Seop and Sang Heon Lee.

Easily identifiable from its sigil spelling out its founder's initials, Saint Laurent has solidified its presence throughout Asia with its choices of ambassadors. Rose of Blackpink has become one of the brand's banner stars, often wearing YSL for her global events. The singer is in good company, joined by Korea's Cha Eun Woo, Japan's Kento Yamazaki, China's Yang Yang, Thailand's Kitty-Chicha.