High jewelry houses have chosen these Asian celebrities to represent and be the face of their brand.
Korea is currently a hotspot for luxury brands. Various fashion houses and high jewelry brands are starting to notice how huge the K-Wave is, and they’re trying to ride it. Holding fashion shows in Seoul is one of the ways these luxurious brands surf the wave.
One of the main ways high-end brands utilize the Hallyu wave is by inviting famous Korean stars and idols to their brand ambassadors. These brands hand-picked celebrities to represent and be the face of their label. Moreover, fashion brands often hire brand ambassadors, but high jewelry labels rarely choose someone as their global ambassador.
Furthermore, these Korean superstars, whether in the K-Pop or K-Drama industry, are specially chosen by high-end jewelry brands to be the face of their campaigns.
Sana of Twice for Graff
This year, Graff named Sana Minatozaki, the vocalist and lead dancer of Twice, as their brand ambassador. “Graff is delighted to announce its partnership with Sana from global girl group TWICE as its very first brand ambassador in Japan,” the company captioned. Graff is a high jewelry brand that specializes in rare diamonds and gemstones.
Lisa of BlackPink for Bulgari
The main dancer of the global phenomenon BlackPink, Lisa Manobal, has been working with Bulgari for a while now. Lisa has been the face of multiple campaigns for the brand. The Italian label recently held an event in South Korea celebrating 75 years of the Serpenti design. The campaign featured the global popstar heavily.
Song Hye-Ko for Chaumet
From an idol now to an actress, Song Hye-Ko, a tenured Korean actress, is an ambassador of Chaumet. “Actress and Chaumet ambassador, Song Hye-Kyo lends her image to Chaumet to heighten the beauty of the Maison’s creations,” the Paris-based jewelry house said.
Banner photo via Instagram @bulgari.