Cover The individual commercial portfolios of the Twice members highlight a growing shift toward high-fashion marketing, where major houses rely on targeted luxury brand collaborations to connect with global consumer bases (Photo: Twicetagram/Instagram)
The individual commercial portfolios of the Twice members highlight a growing shift toward high-fashion marketing, where major houses rely on targeted luxury brand collaborations to connect with global consumer bases (Photo: Twicetagram/Instagram)
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A look at Twice members brand collaborations, from European high fashion houses to regional Japanese luxury ambassadorships
When luxury fashion houses seek global reach, K-pop groups remain a primary vehicle for visibility. Among the most prominent figures in this space are the members of Twice, who have secured individual endorsement portfolios across European fashion, high jewellery and cosmetics. The nine-member group under JYP Entertainment initially built its reputation on group commercial deals across East Asia, but recent years have seen a distinct shift toward distinct, individual luxury representation. Major brands in Paris, Milan and Tokyo have tapped specific members to align with distinct regional markets and demographics. From high jewellery Maisons loaning archive pieces for red carpet appearances to fashion labels integrating performers into global advertising, the commercial presence of Twice illustrates how luxury marketing strategies leverage K-pop performers.
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1. Sana: Prada, Graff Diamonds and more
Sana’s high-profile brand endorsements place her at the center of global luxury fashion and high jewellery. As a Global Ambassador for Prada, she frequently attends the house’s runway shows in Milan, anchoring their international campaigns aimed at contemporary audiences. Beyond ready-to-wear fashion, she serves as the first Japanese and regional Asia Ambassador for British high jeweller Graff Diamonds, representing heritage craftsmanship across key regional markets. Her portfolio also includes beauty and lifestyle roles, such as her work with YSL Beauty Japan and regional campaign appearances for Ralph Lauren Japan.
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2. Mina: Fendi, Boucheron and SKII
Mina brings a refined image to classic European luxury and heritage houses. Her role as a Global Brand Ambassador for Fendi highlights her involvement with Italian high fashion, featuring prominently in global campaigns and international boutique events. In high jewellery, she serves as a Global Ambassador for French Maison Boucheron, promoting fine jewellery collections across major luxury hubs. Alongside these fashion and jewellery alignments, she maintains a longstanding presence in the prestige skincare sector through her global ambassador work with SK-II.
3. Momo: Miu Miu, Tasaki
Momo’s individual commercial presence centers on tailored house representation across Japan and regional markets. As a Japan House Ambassador for Miu Miu, she aligns with the brand’s playful, high-fashion aesthetic through targeted editorial shoots and boutique events. In high jewellery, her work with Japanese fine jeweller Tasaki highlights her connection to domestic regional markets, where fine craftsmanship and modern pearl designs intersect to reach dedicated fashion consumers.
4. Nayeon: Dior Beauty
Nayeon’s luxury portfolio spans high-end cosmetics, fine jewellery and luxury fashion across Asia. As a house muse for Dior Beauty, she fronts campaigns highlighting the brand’s luxury cosmetics and fragrance collections. Her past high-end deals include serving as a brand muse for Givenchy Beauty, partnering with Austrian crystal label Swarovski, and appearing in campaign features with French high jewellery Maison Chaumet and luxury house Louis Vuitton.
5. Dahyun: Michael Kors
Dahyun established a major international commercial presence through her past role as a Global Brand Ambassador for American luxury house Michael Kors. Her work included starring in global seasonal collection campaigns, attending runway shows during New York Fashion Week and fronting worldwide advertising initiatives across print and digital platforms. The partnership served as a primary commercial link between the classic American fashion label and global pop culture audiences.
6. Chaeyoung: Etro, Dolce & Gabbana
Chaeyoung’s individual endorsements align with eclectic and high-concept fashion aesthetics. In a past partnership as a Japan Brand Ambassador for Italian luxury fashion house Etro, she fronted regional campaigns that introduced heritage paisley prints and tailored designs to younger consumers. In addition to her promotional work with Etro, she has partnered with Italian luxury brand Dolce & Gabbana, appearing in specialized cosmetics campaigns that highlight their beauty lines.
7. Jihyo: AMI Paris, Venus and Milk Touch
Jihyo’s commercial ventures combine contemporary fashion with high-impact beauty and lifestyle partnerships. As a Friend of the House for Parisian label AMI Paris, she routinely represents the brand’s relaxed tailoring at international collection showcases and official press events. In the cosmetics space, she serves as an active brand model and muse for Korean cosmetics label Milk Touch, leading regional campaigns in competitive East Asian markets. Expanding her portfolio further, she was named the new face and brand muse for Korean innerwear and lifestyle brand VENUS.
8. Tzuyu: Visée, Zooc
Tzuyu’s commercial work highlights a balance between high-end cosmetics and regional fashion alignments across East Asia. As an active brand muse for Japanese cosmetics label Visée, she regularly leads campaign visual releases that showcase seasonal beauty products across Japan. In skincare, she serves as an ambassador for Pond's Skin Institute, representing international product lines in major Asian markets. Her past solo commercial alignments also include serving as the primary brand muse for South Korean women’s apparel label Zooc.
9. Jeongyeon: Girl Crush
Jeongyeon’s commercial portfolio is distinctive for prioritizing selective regional partnerships and group-wide global campaigns over individual high-fashion ambassadorships. While her bandmates have taken on dedicated solo luxury deals, her brand alignments have largely centered on group commercial initiatives for major international labels, alongside targeted domestic endorsements in lifestyle and beauty products, such as optical lens brand Girl Crush.
Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
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