Which luxury brand ambassador is Song Hye Kyo, and how has she conquered them?

Song Hye Kyo is the muse for a range of luxury brands from fashion and jewelry to cosmetics.

“In the current South Korean fashion market, luxury brands tend to prioritize younger idols for ambassador positions. However, an exception is Song Hye Kyo.

Song Hye Kyo is a rare actress in her forties who holds ambassador contracts in three sectors: jewelry, fashion, and beauty. She may not create explosive influence each fashion season in terms of media value and does not necessarily need campaigns with millions of interactions. Even during the controversy of her divorce from Song Joong Ki in 2019, no brand announced the termination of her contract or.

The neck of Song Hye Kyo has borne the weight of exquisite haute joaillerie pieces from Piaget, BVLGARI, and DeBeers, but her steadfast anchor since 2018 has been Chaumet.

The connection between the South Korean actress and the French jeweler officially began in 2018 when she promoted the Joséphine Aigrette collection at a film press conference in December that year. Just six months later, Chaumet referred to her as a brand friend in a campaign, accompanied by the beautiful title: The Modern Joséphine – the embodiment of the first queen of France and an eternal source of inspiration for Chaumet for more than two centuries.

November 2020 marked a turning point for Song Hye Kyo as she became the ambassador for Chaumet. She has maintained and fully embodied this position until today, evolving through numerous photoshoots and events, before being upgraded to global ambassador in December 2024.

Chaumet’s fondness for Song Hye Kyo is undeniable: From the smallest details, such as choosing her as the thumbnail representative for the highlight section on social media for stars who have worn Chaumet, to the dazzling treatment she receives when presented with iconic haute joaillerie pieces alongside the actress. Song Hye Kyo has been entrusted with many high jewelry crowns—items linked to the heritage of Chaumet, a jewelry brand that originally catered to the kings and queens of France.

Chaumet has interacted with many stars in South Korea, including Hanni (NJZ), Nayeon (TWICE), and Mun Ka Young, but Song Hye Kyo has always been one of the first Korean faces associated with the brand and has maintained a steadfast partnership with Chaumet for over six years. The actress’s status often means that she is the only Korean face present at high-end jewelry exhibitions in Monaco, Paris, and other locations alongside the brand.

Fendi has named many stars from South Korea, but Song Hye Kyo will forever hold a very special place when it comes to her association with the Italian fashion house. She is the first Korean ambassador for Fendi, and she is also the only Asian face to appear among Fendi’s guests at the Met Gala 2023.

How does Fendi value Song Hye Kyo? In 2021, the Italian brand featured Song Hye Kyo on the covers of three prestigious fashion magazines. One was the September issue, which coincided with fashion week and is always the most important issue of the year. Another was the March issue, when the spring/summer collection officially hit the shelves, signifying that Song Hye Kyo was entrusted by the brand with the responsibility of promoting the new designs.

Song Hye Kyo’s seating position at fashion weeks is mostly alongside important members of the Fendi or LVMH executive board. She has received invites to Fendi’s Haute Couture shows twice, and she had the opportunity to demonstrate her affinity for the luxury pieces from the brand when she attended the Met Gala 2023 in a dress from the Spring/Summer 2023 Couture collection.

Both Fendi and Chaumet are part of the largest luxury goods conglomerate in the world, LVMH. It is clear that both brands hold a strong affection for Song Hye Kyo, and she has undoubtedly brought significant value to them, even if she may not be a social media powerhouse with extraordinarily high Earned Media Value (EMV) metrics. At the beginning of 2025, Song Hye Kyo has embarked on a relationship with another LVMH brand: Guerlain.

Guerlain has chosen Song Hye Kyo as their first Asian ambassador in history at the start of 2025, demonstrating the group’s trust in the South Korean star.