Aespa for Givenchy. Jackson Wang for Louis Vuitton. Suga of BTS for Valentino. Chanyeol of EXO for Prada.

The luxury-fashion-brand ambassadorship role has long been dominated by Western celebrities. In the 1990s, fashion leaned on iconic supermodels such as Naomi Campbell and Kate Moss to promote their brands. In the 2000s, actors and actresses became the faces of major fashion houses, whether it was Emma Watson for Burberry, Angelina Jolie for Louis Vuitton, or Keira Knightley for Chanel. In 2009, when Lancôme and Julia Roberts struck a single-year contract worth $20 million, the news made waves across the globe.