It’s only January, but luxury houses have already unveiled a wave of high-profile ambassador appointments. Across fashion, beauty, watches and jewellery, 2026 is shaping up to be another year of major celebrity ambassador announcements, with stars lending their faces to some of the world’s most storied maisons.
From established international icons to rising talents, these ambassadors—or “friends of the house”, depending on the brand—do more than pose pretty. They are the new conduits of culture, style and storytelling. That’s the new showbiz, baby!
Song Yuqi: Brand ambassador, Tiffany & Co
Song Yuqi of i-dle joins Tiffany & Co as brand ambassador, bringing her energetic presence and confident spirit to the American jeweller. Known for her bold individuality and effortless charm, Song definitely reflects Tiffany’s modern vision of luxury—one that celebrates self-expression, optimism, and contemporary elegance.
Shota Watanabe: Brand ambassador, Tod’s
Italian luxury house Tod’s has appointed Japanese singer and actor Shota Watanabe as its first male brand ambassador in Japan. A J-pop idol with refined charisma, Watanabe embodies the brand’s values of exceptional craftsmanship, timeless quality, and understated elegance, offering a contemporary lens on the Italian lifestyle Tod’s is known for.
In his debut visuals, Watanabe wears looks from the Tod’s Pre-Spring 2026 Collection by Creative Director Matteo Tamburini, paired with the Maison’s signature Gommino shoes and new Red Dot sneakers. Styled with the T Timeless shoulder bag, Di Folio bag, and Greca belt, the looks strike a balance between sophistication and ease.
Milk Pansa: Brand ambassador, Saint Laurent
Thai actress Milk Pansa Vosbein has been named a Saint Laurent brand ambassador, marking a milestone as the first Thai female to take on the role. Following the announcement, she made her debut appearance as ambassador at the Saint Laurent Men’s Winter 2026 show, designed by Anthony Vaccarello, embodying the house’s sharp elegance, confidence, and unmistakably modern edge.
Song Hye-kyo: Global ambassador, Guerlain
Korean actress Song Hye-kyo has been named Guerlain’s new global ambassador. In her debut campaign, she brings her luminous presence to one of the maison’s most iconic creations: the Bee Bottle. Originally conceived for Empress Eugénie, the Bee Bottle embodies the golden geometry of Place Vendôme and has been meticulously handcrafted for nearly two centuries.
Song’s own Bee Bottle has been personalised in a bespoke tribute, echoing the maison’s tradition of craftsmanship. “The Bee Bottle feels alive—a creation shaped by light, patience and craft. I’m honoured to celebrate this icon with Guerlain,” she shares.
Guerlain CEO Gabrielle Saint Genis notes, “Song Hye-Kyo embodies the contemporary elegance of our maison. Her sensitivity, modernity and artistic precision illuminate the Bee Bottle, a symbol of our heritage and our commitment to craftsmanship.”
Nana Komatsu: Ambassador, Chanel Beauty
Japanese actress Nana Komatsu has been appointed as a Chanel Beauty ambassador, after her decade-long relationship with the maison as a fashion ambassador. Known for her magnetic presence onscreen and understated performances, Komatsu brings a rare blend of talent and elegance to Chanel’s creative universe.
“I am truly honored to be named ambassador for Chanel Beauty. To me, Chanel is a major source of inspiration. It feels like family to me, and I look forward to continuing this journey,” she reflects. Thomas du Pré de Saint Maur, Head of Global Creative Resources for Fragrance & Beauty, adds, “Nana embodies a rare and magnetic beauty. Collaborating with her was a dream I had cherished for many years. Patience, which lies at the heart of our creative convictions, has been rewarded: today, Nana brings to the House an energy and vitality that is perfectly in tune with the spirit of Chanel.”
Zhang Linghe: Brand ambassador, Bvlgari
Another leading man has joined the Bvlgari family—Chinese actor Zhang Linghe has been named brand ambassador for the Roman maison. His first appearance as ambassador sees the actor donning Serpenti Viper jewellery and the iconic Octo Finissimo watch, cementing a modern dialogue between artistry and luxury.
Jung Kook: Global ambassador, Chanel Fragrance & Beauty
Chanel’s Fragrance & Beauty arm has tapped Jung Kook as its new global ambassador. The BTS member and platinum-certified solo artist is known for pushing creative boundaries, making him a natural fit for a House that values both heritage and reinvention. “For me, Chanel is a pioneering House that cherishes its timeless heritage while constantly reinventing itself with modernity. As an artist, I try to stay true to my own style while embracing new challenges, so this partnership with Chanel Fragrance & Beauty is especially meaningful to me,” he notes in a press statement.
Shan Yichun: Brand ambassador, Chanel
Chanel continues its love affair with music by welcoming Chinese singer-songwriter Shan Yichun as a brand ambassador. The Voice of China winner and one of the country’s leading female artists, Shan’s path with the maison has been described as a “rendezvous with Chance,” a sentiment echoed in her appearance in Tokyo for the launch of Chance Eau Splendide. Her artistry and quiet confidence seamlessly mirror Chanel’s enduring spirit of inspiration and serendipity.
Kento Nakajima: Brand ambassador, Bvlgari
Japanese singer and actor Kento Nakajima joins Bvlgari as a brand ambassador, bringing his polished charisma and contemporary edge to the brand. In newly released images, he effortlessly showcases the maison’s iconic B.zero1 collection, paired with the timeless Bvlgari Bvlgari watch.
Yang Yang: Global brand ambassador, Chow Tai Fook
Chow Tai Fook names Chinese actor Yang Yang as its global brand ambassador, recognising his ability to balance classic elegance with modern appeal. Described by the Maison as the embodiment of the junzi—a gentleman of integrity, warmth, and quiet strength—Yang Yang reflects the brand’s deep respect for heritage while speaking to a new generation.
His first campaign sees him fronting the ‘Blessings for Every Generation’ Lunar New Year campaign, where traditional ideas of good fortune are transformed into vibrant, contemporary celebrations.
Colman Domingo: Friend of the maison, Boucheron
Boucheron welcomes Colman Domingo as Friend of the Maison, acknowledging his multifaceted artistry and influence across cinema, theatre, and fashion. A Time 100 Most Influential 2024 honoree, Domingo’s collaboration highlights Boucheron’s commitment to creativity, innovation, and emotional storytelling.
“I see a reflection of my own journey in this maison: fearless in expression, rooted in tradition, yet always moving forward,” Domingo remarks, encapsulating the synergy between contemporary culture and timeless craftsmanship.
This story first appeared on GRAZIA Singapore.
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