K-BOTTEGA: Bottega Veneta has named actress Song Hye Kyo its latest brand ambassador, suggesting that the global craze for K-culture is not waning.

“I am delighted to join Bottega Veneta. I have always been inspired by the brand’s journey, which embraces culture and art through its exceptional craftsmanship and creativity. I look forward to beginning this new chapter together,” Song said.

A leading figure of the Korean Wave known as “Hallyu,” she kicked off her career in 1996 after winning a contest, which led to early acting roles in popular South Korean TV shows. Her breakthrough role came with the 2000 TV drama “Autumn in My Heart,” followed by “All In” and “Full House,” which established her international profile.

The actress most recently received acclaim for her role in Netflix’s revenge drama “The Glory” and has cultivated a prolific career in Korean movies. She is also known for her philanthropic activities.

“We are delighted to welcome Song Hye Kyo as brand ambassador. Her unique commitment to craft and the broader arts is deeply aligned with Bottega Veneta. I look forward to this shared creative journey,” the luxury brand’s creative director Louise Trotter said.

Trotter is due to present her spring 2027 collection for the Kering-owned brand on Sept. 26 during Milan Fashion Week.

In her newly minted role, Song joins the likes of Jacob Elordi, Julianne Moore, Vicky Krieps and Rie Miyazawa, among others.