Author: Saadiya Patel Lead Copy Editor: Jacob Marion
Fendi started 2024 by announcing that Song Yuqi of K-pop girl group (G)I-DLE would join their brand as an ambassador. She had previously worked with them by attending their show at Milan Fashion Week and promoting their upcoming collection. This partnership cements her position in their global team, consisting of Kim Da-Mi, Greg Han, and other well-known stars.
The relationship between Fendi and Yuqi is a mutually beneficial one. (G)I-DLE is a group that is known for breaking stereotypes through their songs that empower women. This identity can be conveyed through fashion as well.
Although we’ve yet to see the full extent of what Fendi has planned for her, it is abundantly clear that Yuqi can rock whatever they dress her in. Her first editorial after her ambassadorship appointment was with Wonderland China. She mixed monogrammed Fendi pieces with their FRGMT and Pokemon collaboration. It exhibited what the brand currently looks like and what it is capable of.
So far, Yuqi has attended events on behalf of the brand in Korea and China. She also continues to be featured in Chinese publications. These actions indicate that selecting Yuqi is a calculated move, one that takes into account her status as a Chinese K-pop idol. She is able to expand the reach of the brand in Korea and China, along with the rest of the world. After all, according to NYLON part of the reason why K-pop idols are becoming increasingly immersed in the fashion industry is because their fans generate attention online. This inevitably manufactures promotion for brands on a global scale.
