Luxury’s ambassador roster is getting a refresh. From fashion and fine jewellery to watches and fragrance, the second half of 2026 has brought a new wave of celebrity appointments spanning Hollywood, Chinese and Korean entertainment, and a younger generation of screen talent.
The maisons may remain rooted in Milan, Geneva, Paris, Madrid, London and New York, while the personalities carrying their names come from a far broader cultural map. Here are the latest names joining the roll call.
Soobin Joins Dolce&Gabbana
Most recently, Dolce&Gabbana named Soobin of TOMORROW X TOGETHER (TXT) its newest Global Ambassador, formalising a relationship that had already been building through previous appearances with the Italian maison.
The appointment places the K-pop star within a house defined by theatrical Italian glamour, sharp tailoring and highly recognisable visual codes. For Dolce&Gabbana, Soobin brings considerable international reach and an intensely engaged fan base; for the artist, the role marks another example of Korean talent being positioned globally rather than solely as an Asia-facing representative.
Robert Pattinson Enters Jaeger-LeCoultre
Earlier this month, Robert Pattinson joined Jaeger-LeCoultre as its new Global Ambassador. The partnership brings together one of contemporary cinema’s most recognisable actors and a manufacture whose identity rests heavily on craftsmanship, artistic expression and technical watchmaking. Jaeger-LeCoultre describes Pattinson’s independent creative approach as closely aligned with the values of the maison.
Read more: IU Enters a New Chapter as Jaeger-LeCoultre’s Global Brand Ambassador
Spike Fearn Becomes LOEWE’s New Brand Ambassador
LOEWE welcomed British actor Spike Fearn as its newest Brand Ambassador in early September. The house announced the appointment as it continues its new creative chapter under Jack McCollough and Lazaro Hernandez. LOEWE’s own announcement identifies Fearn specifically as a Brand Ambassador, rather than using the title Global Ambassador.
Known for roles including Aftersun and Alien: Romulus, Fearn brings an emerging, less conventional form of celebrity to a maison whose identity increasingly sits at the intersection of fashion, craft and contemporary culture.
Manu Ríos Takes On Emporio Armani Accessories
Spanish actor Manu Ríos has joined Emporio Armani as global ambassador for its eyewear, watches and jewellery collections. The appointment accompanies the Fall/Winter 2026/27 accessories campaign, photographed by Alasdair McLellan, and positions Ríos as the youthful face of several of Emporio Armani’s key accessory categories. Rather than representing the entire Armani universe, his remit is tightly focused — linking eyewear, jewellery and watches through a single contemporary personality.
Go Youn Jung Joins Tiffany & Co.
Tiffany & Co. announced South Korean actress Go Youn Jung as its newest ambassador. The actress is expected to feature across campaigns and brand activities involving signature collections including Tiffany Bird on a Rock and Tiffany HardWear, alongside the jeweller’s high-jewellery creations. The breadth of her involvement makes the appointment one of the most notable jewellery announcements of late summer.
Yang Zi Becomes Pomellato’s Global Brand Ambassador
Milanese jeweller Pomellato appointed Chinese actress Yang Zi its Global Brand Ambassador. Her first collaboration with the maison centres on Nudo, Pomellato’s signature gemstone collection, in a campaign photographed by Chen Man. One of the country’s most prominent screen stars is instead representing the Milanese house on an explicitly international level.
Shin Min-a Joins OMEGA
Swiss watchmaker OMEGA announced acclaimed Korean actress Shin Min-a as its newest Brand Ambassador. She joins an established roster that includes George Clooney, Nicole Kidman, Eddie Redmayne, Hyun Bin and Park Bo-gum. OMEGA highlighted her longstanding career, authenticity and cross-generational appeal when announcing the partnership.
The actress marked the appointment wearing an Aqua Terra 30mm in 18K Moonshine Gold, pairing one of OMEGA’s increasingly important women’s watch propositions with a familiar face across Asian entertainment.
Jung Kook Becomes Graff’s New Global Ambassador
Jung Kook of BTS has joined Graff as a new Global Ambassador, marking one of 2026’s highest-profile high-jewellery partnerships. The British jeweller introduced the singer through its Laurence Graff Signature campaign, pairing his international profile with sculptural gold pieces inspired by the geometry and light of diamonds. Graff explicitly identifies Jung Kook as its new global ambassador.
The appointment brings one of pop culture’s biggest names into a house operating at the most exclusive end of jewellery — an intriguing meeting of mass cultural visibility and rarefied luxury.
Jonathan Bailey Brings Fragrance to Giorgio Armani Beauty
Finally, Jonathan Bailey joins the roll call through a more specialised appointment as Giorgio Armani Beauty’s Global Fragrance Ambassador. The British actor fronts the campaign for the house’s new masculine fragrance, I Will, adding beauty to an ambassador landscape otherwise dominated by fashion, jewellery and watches. The appointment demonstrates how fragrance continues to use internationally recognised screen talent to give new launches an immediate cultural identity.
The latest appointments follow an already busy first half of the year. Jung Kook also joined Hublot as a Global Ambassador, while Ningning of aespa and Han of Stray Kids joined Gucci and Tod’s respectively. Dua Lipa added Bvlgari to her luxury portfolio and Natalie Portman became Tiffany & Co. as a Global Ambassador.
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