For as long as fashion houses have been around, designers have been looking to models and muses for inspiration and influence. In the beginning, looks were shown on mannequins and models. But as designers grew in strength and influence, attracting the attention of artists, actors and other key players in the upper echelons of society. Soon, the relationships between designers and their high-profile clients turned into one of a symbiotic nature. The deeper connections with these clients naturally led to designers drawing inspiration from these stylish individuals for their upcoming collections.
For instance, Christian Dior worked extensively with model Lucie Daouphars throughout his career. And for Yves Saint Laurent, his design ethos and style were later influenced by Paloma Picasso, the youngest daughter of artist Pablo Picasso.
In the modern fashion house, the role of the muse has transformed into something else entirely. With celebrity culture developing exponentially, singers, actors and models have come to hold enormous influence of their own. Dior now has global ambassadors from all over the globe, with Blackpink’s Jisoo, BTS’s Jimin and Anya Taylor-Joy as major faces for the brand. Saint Laurent has also tapped Blackpink’s Rosé as the label’s global brand ambassador for years now.
Ahead, we highlight some of the newest brand muses and ambassadorship endorsements.
Jisoo For Tommy Hilfiger
Blackpink’s Jisoo has added yet another brand ambassadorship to her name. As the newest global ambassador for the New York fashion house, she has already fronted her first campaign. She joins K-Pop boy group Stray Kids, who have been ambassadors for the label since late 2023. Both Jisoo and the members of Stray Kids attended the Tommy Hilfiger Spring/Summer 2025 show during New York Fashion Week in September.
Yuqi For Tory Burch
Song Yuqi from K-Pop girl group (G)I-DLE is the newest face of Tory Burch. As an ambassador for the brand for shoes and bags, the Taiwanese singer fronted the label’s Holiday 2024 campaign. Song was also in attendance at Tory Burch’s Spring/Summer 2025 fashion show during New York Fashion Week, alongside Elizabeth Olsen and Mindy Kaling.
Sonam Kapoor For Dior
Bollywood star Sonam Kapoor has just been announced as the newest Dior face. After attending the house’s Spring/Summer 2025 runway presentation in Paris, wearing a full look from the brand’s Cruise 2025 collection, no less. Solidifying the rich ties between Dior and India, Kapoor’s appointment makes her the first Indian to be named as a Dior muse.
Guan Xiaotong For Fred Jewelry
Chinese actress Guan Xiaotong has become Fred Jewelry’s new global brand ambassador. The 26-year-old was previously an ambassador for the brand in China, but now as a global ambassador, she joins the ranks of BTS’s Jin. Jin was named as the luxury label’s first global ambassador back in July.
This story first appeared on GRAZIA Singapore.
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