Bottega Veneta names Song Hye-kyo as brand ambassador

Bottega Veneta has named South Korean actress Song Hye-kyo as a brand ambassador, according to fashion-industry reporting published in September 2026. The appointment adds a major Korean entertainment figure to the Italian house’s international ambassador network.

Song Hye-kyo has a long-standing profile across Asian film, television, fashion and culture. Her appointment comes at a time when luxury houses are continuing to build relationships with influential Korean and Chinese talent, using regional cultural figures to communicate with audiences beyond traditional advertising.

For Bottega Veneta, the partnership reinforces a brand strategy centred on craft, culture and contemporary celebrity visibility. The announcement also coincides with wider activity by luxury houses in East Asia, where fashion brands are combining ambassadors, destination shows, retail openings and local cultural events.

The appointment illustrates how celebrity partnerships remain an important part of luxury brands’ regional market strategies.