Park Bo Gum for CELINE

Park Bo Gum represents the French luxury brand 'Celine' as a global ambassador. He became the first male actor in the history of the label to join the brand's global ambassador family

The 'Reply 1998' actor joined the likes of BTS's Kim Taehyung and BLACKPINK's Lisa who also represent CELINE. Earlier this year, Bo Gum flew to Paris along with Taehyung to attend CELINE's HOMME Summer show - but the event ultimately stood cancelled due to riots in the city

Kim Woo-Bin for Jaeger-LeCoultre

Kim Woo-Bin joined Jaeger-LeCoultre in June 2021 as its new brand ambassador, after his recovery from nasopharyngeal cancer. His first engagement with the brand at a public forum was during The Sound Marker exhibition in Seoul

Kim Soo Hyun for Tommy Hilfiger and Mido

Kim Soo Hyun may have fooled as being the country bumpkin in High School Musical-esque K-drama, 'Dream High,' but he had undergone a major glamup since then. The actor was South Korea's highest paid actor in 2020 and was also appointed as the Asian ambassador for legendary Swiss watchmaker Mido. In his promotions for the label, Soo Hyun flaunted classic and edgy pieces that glinted of both the retro and modern - literally time travelling!

Soo Hyun also looked like the evergreen American heartthrob in this New York City white knit sweater and plaid pants

Song Hye-Kyo for Chaumet, Bottega Veneta and Fendi

Actress Song Hye-kyo, who starred in hit drama series “The Descendants of Sun”, was appointed by major Italian fashion house, Fendi, as its first Korean global ambassador in February 2022

Song Hye Kyo also endorses the Korean skincare line, Sulwahsoo. With picture-perfect glossy skin like that, we're sold!

Hye Kyo also represented jewellery label, Chaumet and her elegant and graceful image perfectly heightened the beauty of the Maison's creations. Hye Kyo wore several of Chaumet's elegant jewels while promoting for the label, from everyday pieces to sophisticated high jewellery creations

Lee Min Ho for Fendi 

Lee Min Ho has long been one of the most famous Korean celebrities fronting major luxury labels as their brand ambassador. He enjoys an ever skyrocketing popularity in South Korea as well as amongst K-drama lovers around the world, starting with his breakthrough role as Goo Joon-pyo in 'Boys Over Flowers' (2009) and playing Koh Hansu in the internationally acclaimed 'Pachinko'

Min Ho looked stunning styled in Fendi's signature black ensembles for different events

Nam Joo Hyuk for Dior

Joo Hyuk who quickly became a global heartthrobe owing to his role in popular K-drama 'Startup' did multiple stints with Dior. He was first appointed as an ambassador for the Dior Men's collection and started representing Dior Beauty Korea from 2021

Lee Jung Jae for Gucci

For the second installment of its Gucci Valigeria campaign, legendary Italian fashion house Gucci tapped Lee Jung-jae as its star. The actors modelled several pieces from the collection, including outfits stepped in history, heritage. Some of them were even monogrammed!

Shin Min-A for Gucci

In the same month when Lee Jung-Jae was appointed as Gucci's global ambassador, the label also tapped into the visuals and charisma of 'Hometown Cha Cha Cha' actress Shin Min-A. She is the newest addition to the brand's roster of ambassadors from South Korea. Does she not look gorgeous?

Hyun-Bin for Loro Piana and Omega

Whether you're a Korean entertainment veteran or just dipping your toes into this fascinating world, it's impossible to not have heard the name of 'Crash Landing On You' actor Hyun Bin. The actor specially collaborated with Loro Piana for an exclusive collection of luxe hats and shoes - the line was inspired by the shared goal of Hyun Bin and the label to bring in flavour of nature and the outdoors

For the shoes, a Loro Piana signature, Hyun Bin chose earthy hues like deep forest green and teal blue. He also specifically wanted the beech tree motif for both the shoes and the hats to signify interdependence with nature

Hyun Bin also became first Korean ambassador for the Swiss luxury watch brand Omega a year prior his Loro Piana collaboration. Doesn't he look like a Korean James Bond silhoutted in that doorframe? Very suave!

Ho-Yeon Jung for Louis Vuitton

Ho Yeon Jung became the most popular Korean actress on Instagram with over 12 million followers after her performance in 'Squid Game'. In October 2021, Louis Vuitton announced Jung as the Global House Ambassador for fashion, jewellery and watches

Yoon Chan Young for Coach

Yoon Chan-young, a breakout star from Netflix's popular zombie thriller series 'All of Us Are Dead', is rapidly gaining international recognition. The 21-year-old actor was announced as Coach's first brand ambassador for South Korea in 2022, joining an impressive lineup of global ambassadors for the brand, including Jennifer Lopez, Michael B. Jordan, Jeremy Lin, and Köki

Coach is as diverse as it gets when it comes to its collection. Chan Young first represented their Spring 2022 collection, pieces were bold, colourful, energetic and upbeat. Chan Young rocked these edgy and fashionable motifs, perfectly embodying the spring-summer seasonal transition

Chan Young has been equally as excited about being part of the Coach roster. For the actor, fashion isn't just about attire, it's about personality and self-expression. In an interview with Lifestyle Asia, he revealed that that he wanted to learn more about the label's history and heritage, and carry the legacy onwards