Mingyu of Seventeen’s 2026 brand collaborations, from Calvin Klein to Dior
Before Seventeen’s highly anticipated world tour arrives at Hong Kong’s Kai Tak Stadium, one member has already seized the spotlight. Kim Mingyu, the group’s towering visual and quietly meticulous creative force, has stepped into 2026 as one of K-pop’s most sought-after brand ambassadors. From viral denim campaigns to luxury timepieces, high-end fragrance and mindful skincare, his partnerships feel less like endorsements and more like extensions of his image. Taken together, they form a case study in instinctive celebrity alignment. Here, we chart every collaboration shaping Mingyu’s most impressive visual era yet.
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Calvin Klein: the viral ’90s heartthrob
Mingyu channels ’90s heartthrob energy in Calvin Klein’s denim campaign (Photo: @calvinklein/Instagram)
Few campaigns in recent memory have stopped the Internet quite like Mingyu’s Calvin Klein shoot. Fronting the brand’s ’90s Straight Jeans and new CK Emblem print, he delivered a campaign that swiftly overtook social media. Fans wryly compared their feeds to anatomy studies, as his defined physique became an instant viral phenomenon.
Bulgari: the timeless boy-next-door
Mingyu of Seventeen attends the Bulgari Studio launch event in Seoul, South Korea (Photo: The Chosunilbo JNS/Imazins/Getty Images)
Trading raw denim energy for quiet sophistication, Mingyu steps into the role of local ambassador for Bulgari with ease. Modelling Bulgari watches such as the ultra-thin Octo Finissimo alongside the robust Octo Roma, he brings a cosy warmth to the Italian house’s horological icons, proving his range extends well beyond the provocative.
Dior: the high-fashion prince
Mingyu commands the front row as a global Dior ambassador at Paris Fashion Week (Photo: @min9yu_k/Instagram)
As a global Dior ambassador, Mingyu has become the house’s most magnetic front-row fixture. At the Dior Winter 2026 Men's Collection show in Paris in January, he arrived in a cropped, double-breasted jacket that leaned firmly into the season’s louche tailoring codes—and the world took notice. Mingyu generated over US$9.9 million in media value, the highest of any celebrity attending Paris Fashion Week that season, cementing his status as a formidable front-row presence
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L’Occitane: the advocate for mindful self-care
Mingyu makes history as L’Occitane’s first-ever brand ambassador for Asia (Photo: @loccitane_id/Instagram)
In a landmark appointment, Mingyu becomes the first-ever brand ambassador for Asia at French beauty house L’Occitane. The brand taps his natural authenticity and charisma, enlisting him to inspire consumers across the region to slow down and embrace the genuine luxury of self-care, a message that resonates deeply with Seventeen’s fanbase.
Innisfree: the flawless visual standard
Mingyu has been Innisfree’s global model since 2023, setting the K-beauty benchmark (Photo: @innisfreeofficial/Instagram)
As Innisfree’s global model since 2023, Mingyu has long been the benchmark for K-beauty’s visual standard. His ongoing partnership with the South Korean skincare brand forms the quiet foundation of his daily grooming routine, and, arguably, the secret behind his camera-ready complexion.
Where to see Mingyu next: Seventeen’s concert in Hong Kong
Mingyu channels his global brand influence into pure performance power (Photo: @min9yu_k/Instagram)
On February 28 and March 1, 2026, Seventeen takes over Kai Tak Stadium for two nights of arena-scale spectacle, marking one of the largest K-pop productions to land in the city this year. The tightly choreographed setlist shifts from high-octane anthems to vocal showcases and unit stages, elevated by cinematic visuals, live band arrangements and stadium-scale lighting. There, Mingyu channels his global brand influence into pure performance power—proof that the most compelling name he fronts is Seventeen itself.
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