Cover Mingyu of Seventeen redefines global star power as a fashion and beauty ambassador in 2026 (Photo: @loccitane_id/Instagram)
Mingyu of Seventeen redefines global star power as a fashion and beauty ambassador in 2026 (Photo: @loccitane_id/Instagram)
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Before Seventeen’s world tour reaches Hong Kong, Kim Mingyu has already dominated the fashion and beauty landscape—here are the campaigns defining his most compelling visual era yet
Before Seventeen’s highly anticipated world tour arrives at Hong Kong’s Kai Tak Stadium, one member has already seized the spotlight. Kim Mingyu, the group’s towering visual and quietly meticulous creative force, has stepped into 2026 as one of K-pop’s most sought-after brand ambassadors. From viral denim campaigns to luxury timepieces, high-end fragrance and mindful skincare, his partnerships feel less like endorsements and more like extensions of his image. Taken together, they form a case study in instinctive celebrity alignment. Here, we chart every collaboration shaping Mingyu’s most impressive visual era yet.
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Calvin Klein: the viral ’90s heartthrob
Above Mingyu channels ’90s heartthrob energy in Calvin Klein’s denim campaign (Photo: @calvinklein/Instagram)
Mingyu channels ’90s heartthrob energy in Calvin Klein’s denim campaign (Photo: @calvinklein/Instagram)
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Few campaigns in recent memory have stopped the Internet quite like Mingyu’s Calvin Klein shoot. Fronting the brand’s ’90s Straight Jeans and new CK Emblem print, he delivered a campaign that swiftly overtook social media. Fans wryly compared their feeds to anatomy studies, as his defined physique became an instant viral phenomenon.
Bulgari: the timeless boy-next-door
Above Mingyu of Seventeen attends the Bulgari Studio launch event in Seoul, South Korea (Photo: The Chosunilbo JNS/Imazins/Getty Images)
Mingyu of Seventeen attends the Bulgari Studio launch event in Seoul, South Korea (Photo: The Chosunilbo JNS/Imazins/Getty Images)
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Trading raw denim energy for quiet sophistication, Mingyu steps into the role of local ambassador for Bulgari with ease. Modelling Bulgari watches such as the ultra-thin Octo Finissimo alongside the robust Octo Roma, he brings a cosy warmth to the Italian house’s horological icons, proving his range extends well beyond the provocative.
Dior: the high-fashion prince
Above Mingyu commands the front row as a global Dior ambassador at Paris Fashion Week (Photo: @min9yu_k/Instagram)
Mingyu commands the front row as a global Dior ambassador at Paris Fashion Week (Photo: @min9yu_k/Instagram)
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As a global Dior ambassador, Mingyu has become the house’s most magnetic front-row fixture. At the Dior Winter 2026 Men's Collection show in Paris in January, he arrived in a cropped, double-breasted jacket that leaned firmly into the season’s louche tailoring codes—and the world took notice. Mingyu generated over US$9.9 million in media value, the highest of any celebrity attending Paris Fashion Week that season, cementing his status as a formidable front-row presence
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L’Occitane: the advocate for mindful self-care
Above Mingyu makes history as L’Occitane’s first-ever brand ambassador for Asia (Photo: @loccitane_id/Instagram)
Mingyu makes history as L’Occitane’s first-ever brand ambassador for Asia (Photo: @loccitane_id/Instagram)
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In a landmark appointment, Mingyu becomes the first-ever brand ambassador for Asia at French beauty house L’Occitane. The brand taps his natural authenticity and charisma, enlisting him to inspire consumers across the region to slow down and embrace the genuine luxury of self-care, a message that resonates deeply with Seventeen’s fanbase.
Innisfree: the flawless visual standard
Above Mingyu has been Innisfree’s global model since 2023, setting the K-beauty benchmark (Photo: @innisfreeofficial/Instagram)
Mingyu has been Innisfree’s global model since 2023, setting the K-beauty benchmark (Photo: @innisfreeofficial/Instagram)
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As Innisfree’s global model since 2023, Mingyu has long been the benchmark for K-beauty’s visual standard. His ongoing partnership with the South Korean skincare brand forms the quiet foundation of his daily grooming routine, and, arguably, the secret behind his camera-ready complexion.
Where to see Mingyu next: Seventeen’s concert in Hong Kong
Above Mingyu channels his global brand influence into pure performance power (Photo: @min9yu_k/Instagram)
Mingyu channels his global brand influence into pure performance power (Photo: @min9yu_k/Instagram)
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On February 28 and March 1, 2026, Seventeen takes over Kai Tak Stadium for two nights of arena-scale spectacle, marking one of the largest K-pop productions to land in the city this year. The tightly choreographed setlist shifts from high-octane anthems to vocal showcases and unit stages, elevated by cinematic visuals, live band arrangements and stadium-scale lighting. There, Mingyu channels his global brand influence into pure performance power—proof that the most compelling name he fronts is Seventeen itself.
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After more than a decade in lifestyle media, Clifford has mastered the art of writing seriously about things that are fun—and writing fun things about people who take themselves very seriously. At Tatler Asia, he helped steer its flagship lists, Tatler’s Most Influential and Asia’s Most Stylish. And today, he leads T-Labs, Tatler Asia’s content innovation hub, where he continues the noble pursuit of lifestyle storytelling, spinning stories on wealth, entertainment, necessary style, Hallyu, Hollywood, beauty and more for audiences across Asia.
