These individuals become a living embodiment of brand values. As global markets become more interconnected and consumers increasingly demand transparency and relatability, the ambassadorship model continues to evolve and leaning into substance just as much as style. The latest cohort of names stepping into these roles illustrates this shift perfectly.
Maison Piaget recently announced South Korean actress Gianna Jun as its new Global Ambassador, placing her among the glittering names of the Piaget Society, both past and present. With a heritage steeped in bold design and artistic expression, Piaget has long courted cultural icons from Andy Warhol to Elizabeth Taylor. Jun now joins this legacy, reflecting the Maison’s modern elegance and daring design. Her appointment marks not only a tribute to timeless beauty, but also a spark of creative energy for a new generation of jewellery watch lovers.
As one of fashion’s most revered names, Prada continues to set the tone for minimalist luxury and intellectual style. With roots in Milanese craftsmanship and a forward-thinking approach to design, the brand has long captured the attention of artistes and icons alike. This year, Prada welcomes Lee Gawon, a breakout member of rising K-pop group Meovv as its newest brand ambassador.
Miu Miu – Ella Gross
1win – Canelo Alvarez
Hair Rituel by Sisley – Jawara
Cartier – Gemma Chan
Her ambassadorship with Cartier also reflects her personal dedication to storytelling, on-screen and behind the scenes. Currently developing a biopic on Anna May Wong and executive producing various film and TV projects, she is a natural fit for a Maison that values cultural depth.
Wellness is expanding beyond traditional boundaries and Life-Space, Australia’s probiotic brand, is tapping into the power of athleticism by naming Malaysian badminton player Goh Sze Fei as its newest ambassador. This partnership underscores the growing awareness of gut health’s role in physical performance. With a training regimen built on discipline and balance, Goh exemplifies the Life-Space ethos. As he continues to soar on court, he now carries a new mission off it which is to champion gut health as the foundation for vitality and better living.
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