The partnership between the Italian luxury house Fendi and K-pop sensation Mina of the group TWICE has been solidified. Mina was officially welcomed as a FENDI MINA Ambassador in early January 2025, a role specifically highlighting her influence in the crucial Japanese market. The move demonstrates Fendi’s commitment to integrating the massive global power of K-pop into its luxury strategy.
The initial campaign featured the star showcasing the newest iteration of the iconic Peekaboo bag—the Peekaboo Soft Small. Mina’s long-standing support and sophisticated image were cited as the perfect fit for the brand’s blend of timeless elegance and craftsmanship. Fans celebrated the appointment, recognizing it as a major win for Mina’s growing influence in the global fashion industry.
Since the announcement, the FENDI MINA Ambassador has become a fixture in high fashion. She represented the brand at the Women’s and Men’s FW25 Show in Milan in February 2025, drawing significant media attention. Furthermore, she has graced the covers of prominent publications like Madame FIGARO Japon and Vogue Japan in Fendi editorials.
Mina joins an elite roster of Fendi ambassadors that includes other influential Asian stars like Song Hye Kyo. The FENDI MINA Ambassador role effectively positions the star at the forefront of the fusion between K-pop stardom and European haute couture, setting a new standard for celebrity endorsement in the luxury sphere.
