Girl group idols reign as luxury fashion’s most powerful ambassadors in 2026
The luxury fashion industry’s centre of gravity has shifted decisively toward Seoul. As we move through 2026, K-pop girl group members aren’t just wearing designer clothes—they’re generating unprecedented media impact value, selling out products within hours and redefining what it means to be a global brand ambassador. From Milan to Paris, these K-pop girl group stars are commanding front rows, starring in major campaigns and proving that their influence extends far beyond music charts. Here are the viral queens dominating fashion’s biggest moment.
In case you missed it: Inside Jungkook’s brand collaborations in 2026, from Hublot to Calvin Klein
Karina (Aespa): the multi-million-dollar Prada muse
Aespa’s Karina made an impact at Milan Men’s Fashion Week in January 2026, becoming the top influencer of the entire season. Her appearance at the Prada Fall/Winter 2026 menswear show generated an estimated US$6+ million in earned media value—a staggering figure that underscores her commercial dominance. The Aespa member wore a gabardine dress layered over a blue shirt, paired with elegant pumps, perfectly embodying Prada’s sophisticated old money aesthetic.
Lisa (Blackpink): the Louis Vuitton house ambassador
As Louis Vuitton’s House Ambassador, Lisa remains at the pinnacle of luxury fashion, fully integrated into Nicolas Ghesquière's futuristic vision. Her appearance at the Louis Vuitton Spring/Summer 2026 show at the Louvre showcased a fully-knit ensemble from the Cruise collection, layered with pearl necklaces—a masterclass in architectural, avant-garde styling. In February 2026, she expanded her influence by fronting the highly anticipated Nike x Skims collaboration, cementing the balletcore movement she popularised. She also maintains partnerships with Bulgari and Kith.
Wonyoung (Ive): the Miu Miu office siren
Wonyoung defined one of fashion’s enduring trends with a single outfit. Her Miu Miu show appearance went viral for its geek-chic styling: a grey top with ruched detailing, a matching midi skirt, socks and black loafers. This look became the blueprint for the office siren aesthetic flooding TikTok and Instagram, demonstrating how one girl group idol’s fashion choice can spawn a global movement. The Ive member also represents French jeweller Fred.
Jennie (Blackpink): the Chanel butter yellow trendsetter
Jennie proved once again why she’s called the Human Chanel, single-handedly making butter yellow the colour of the season. At the Chanel Spring/Summer show, her lemon-yellow shoulder bag paired with a two-piece set sparked immediate global demand. The bag sold out within days, demonstrating what industry insiders call The Jennie Effect. She also opened the year starring in the Coco Crush 2026 fine jewellery campaign. Beyond Chanel, Jennie serves as a muse for Jacquemus and represents Calvin Klein and Hera beauty.
Don’t miss: Jennie style guide: 8 looks that cement the Blackpink star as a fashion force
Gawon (Meovv): the ’baddie-coded’ Prada rookie
Gawon from rookie girl group Meovv at Prada’s Milan show with her bold styling (Photo: @meovv/Instagram)
Rookie sensation Gawon made a stunning Milan debut alongside Karina at Prada’s Men’s Fall/Winter 2026 show in January. Her baddie-coded ensemble—bright red bralette, deep V-neck sweater, ultra-mini shorts with sheer lace skirt—contrasted sharply with traditional fashion week styling. This bold appearance announced the fifth-generation girl group members’ immediate entry into high fashion, bypassing the years-long waiting period previous generations endured. As a Prada brand ambassador, Gawon represents the Italian house’s Gen Z appeal.
Rosé (Blackpink): the Saint Laurent lingerie-chic star
Rosé champions the lingerie-as-outerwear trend in her romantic Saint Laurent ensemble (Photo: @roses_are_rosie/Instagram)
Rosé sparked the “lingerie as outerwear” trend with her Saint Laurent show appearance. The lace-trimmed baby blue ensemble with sweeping sash marked a romantic departure from her signature rock-chic black aesthetic, validating the boudoir look for the season. As Tiffany & Co’s global face, she continues fronting their 2026 Lock collection campaigns, seamlessly balancing edgy Saint Laurent glamour with uptown jewellery elegance. She also represents Rimowa luggage and Puma for athleisure.
Now read: Happy birthday, Rosé: 7 fashion rules we learned from the Blackpink style star
Song Yuqi (I-dle): the energetic Tiffany & Co ambassador
Yuqi’s appointment as Tiffany & Co brand ambassador in January 2026 signals the heritage jeweller’s strategic pivot towards Gen Z. Known for her bold individuality and confident spirit, the I-dle member brings youthful energy to the 188-year-old brand. Her partnership represents luxury fashion’s recognition that girl group idols embody modern luxury and self-expression, making them ideal ambassadors for brands seeking cultural relevance with younger consumers eager for fresh perspectives on classic luxury.
Anna (Meovv): the new global face of Chloé
Anna’s appointment as Chloé’s global brand ambassador represents one of the most significant rookie contracts. She debuted in the Paddington bag campaign shot by David Sims in Paris. This major partnership with the girl group member highlights luxury fashion’s increasingly rapid adoption of fifth-generation talent to revitalise heritage accessories and capture Gen Alpha consumers who discover brands through their favourite idols.
Momo (Twice): the Miu Miu darling
Momo solidified her Milan Fashion Week fixture status with Onitsuka Tiger. Known for expertly mixing athleticism with tailoring, her appearances consistently highlight the blokette trend—a hybrid of blockecore and coquette aesthetics. The Twice member also represents Miu Miu and featured in Victoria’s Secret Pink’s Valentine’s Day campaign, showcasing her versatility across both high fashion and commercial brand partnerships that resonate with multiple demographics globally.
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