Tory Burch has officially announced Song Yuqi, the multi-talented K-pop artist from (G)I-DLE, as their newest brand ambassador for handbags and shoes. The partnership kicks off with the brand’s Holiday 2024 campaign, shot in Los Angeles, which features a vibrant road trip theme and is set to the soundtrack of Yuqi’s solo single, Radio (Dum-Dum).
LOOK: Song Yuqi Named as Tory Burch’s New Brand Ambassador
Tory Burch, the brand’s Executive Chairman and Chief Creative Officer, praised Song Yuqi, stating, “She is an extraordinary artist and an inspiration to women globally. As a multi-talented singer, songwriter, dancer, and producer, she has established her own unique voice and sense of style that I admire.”
Likewise, Yuqi expressed her excitement for the collaboration, saying, “I’m a fan of Tory’s collections—her unique designs always bring out the best in women—and I admire the way she encourages women to embrace their dreams. I am excited about our partnership and the meaningful conversations to come.”
As part of her new role, Yuqi will not only feature in campaigns but also participate in high-profile brand events, including a personal appearance at the opening of Tory Burch’s Shibuya Scramble store in Tokyo. This collaboration comes after Yuqi attended the brand’s Spring/Summer 2025 show during New York Fashion Week, where she wowed in Tory Burch’s latest designs.
With her chic style and global influence, Yuqi embodies the modern Tory Burch woman—confident, creative, and inspiring. The partnership marks another iconic American brand tapping a K-pop star as a global brand ambassador.
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