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Breaking down this month’s brand ambassador announcements to explore what they reveal about strategy, influence and cultural timing.
Barely a month in and brand ambassador announcements already dominate the conversation. The product houses have moved fast to secure faces that carry influence and reach. But beyond the social buzz, these announcements reveal something more telling about marketing strategy, timing and brand positioning.
From global stars to local figures, the names matter but so do the directions they suggest and the way each reveal carries meaning. Here is a list that reflects how these choices resonate with both the brands and their audiences. Every one of them reveals a different move.
A Thai Name Joins Saint Laurent’s Circle
Pansa “Milk” Vosbein became Saint Laurent’s newest brand ambassador, marking the first time a Thai female has taken on this role. The appointment followed several moments with the house including her presence at the Saint Laurent Fall Winter 2025 show during Paris Fashion Week.
Saint Laurent rarely expands its circle of brand ambassadors. The most recognisable name remains Rosé Park of Blackpink who has held a long-standing global role. Last year the house added another Thai name with K-pop artist Chittaphon Ten Leechaipornkul. The inclusion of Milk signals a clearer focus on Asia and reflects a shift in how the brand positions itself within the region.
Her personal style also speaks directly to the Saint Laurent identity. Her preference for relaxed silhouettes and a masculine edge aligns with the house’s balance of elegance and rebellion. The choice feels rooted in image consistency, cultural relevance and long-term brand vision in Asia’s market.
When One Star Fits Many Brands
Over the first month of the year brand announcements have flooded the internet and Lalisa Lisa Manobal has appeared across several of them. From her partnership with the Tourism Authority of Thailand to work with Kith and now a global partnership with Nike, they confirm her presence across categories.
You can read more about the story here: https://www.koktailmagazine.com/2026/01/23/lisas-global-era-returns-with-nike-kith-and-amazing-thailand/
What makes this pattern interesting lies in how the strategy lands. While repeated appearances across brands could risk fatigue, Lisa’s case feels different. Each collaboration highlights a different side of her identity which allows brands to tap into many audiences without the overlap feeling forced.
Courtesy of @iwannabangkok
Nike offers a clear example. On 26 January in Hong Kong, Lisa stepped on stage in a custom Nike x I Wanna Bangkok look. Best known for sportswear, Nike used the moment to push into fashion through reworked footwear styled as a full outfit. It moved beyond athletic codes.
A similar strategy appears in the Nike x Skims campaign released on 27 January. The video places Lisa within a ballet-led performance, dressed in the collection. As a dancer her strength feels natural yet the key takeaway lies in product flexibility. By working with Lisa, the brand ties its identity in sport and functionality to a figure who moves easily between performance, fashion and everyday wear.
Smaller Brands Taking Note from the Bigger Ones
When CASETiFY named Ji Young Kwon or G-DRAGON, a Korean artist as its first global brand ambassador, the move stood out. Brands outside fashion and beauty rarely rely on ambassadors the way fashion houses do. This choice signals a shift in how non-fashion brands now think about influence.
G-DRAGON’s role goes far beyond a single campaign. His influence spans chart-topping music, street culture through collaborations with Takashi Murakami and high fashion via his work with Chanel, bringing creative weight to the brand. Across 2026 he will help shape CASETiFY’s creative direction with input on visual language art and overall brand attitude. This positions him as the first celebrity figure to take on such a long-term and wide-reaching role within the company. By aligning with such a person tied to taste and authorship, the brand edges closer to a lifestyle narrative.
All the Internet’s Favourites Are Joining Dior’s Forces
After Robert Pattinson, Dior’s ambassador circle has continued to shift with the inclusion of Thai actors Nattawin “Apo” Wattanagitiphat and Phakphum “Mile” Romsaithong.
Now, as Jonathan Anderson takes the helm as Dior’s new creative director, the choices feel tied to his creative world. This month alone two new ambassadors have been confirmed: Josh O’Connor, crowned the internet’s “hot rodent man”, and Drew Starkey, known for Outer Banks (2024).
Courtesy of Dior
Both actors share a creative history with Anderson through Loewe, the previous brand he was working for.
Courtesy of Loewe
This move extends beyond visibility or market reach. Rather than a conventional endorsement strategy, the choices point towards muses who reflect Anderson’s personal language and emotional sensibility. It offers a hint of how his vision may reshape Dior through clothes and the faces chosen to carry its narrative.
Jacquemus Skipped Celebrities and Picked Family
The internet buzzed when Jacquemus teased the announcement of its first-ever brand ambassador. Names like Dua Lipa, Jennie Kim and Lisa filled the conversation, each connected to the brand through past appearances and friendships.
Then the reveal landed and it was none of them. Instead, Jacquemus named Liline Jacquemus, Simon Porte Jacquemus’s grandmother. Born in 1946 and raised in Alleins, a small village in the south of France, Liline sits at the heart of the brand’s story. Jacquemus has often spoken about her strength, elegance and authenticity, qualities that shaped how the designer sees women and how he built the maison itself.
His rule for the brand ambassador is simple: attend every show like a family dinner, front row, no debate. He says it jokingly, but the message runs deeper. This move puts memory, family and personal history ahead of celebrity reach. It is a return to the brand’s foundation, where inspiration comes from real life rather than spectacle.
