- Roger Vivier unveiled its pre-fall 2026 campaign starring ITZY's Yeji, shot inside Maison Vivier's Paris salons.
- The collection is built around the Belle Vivier slingback in colour-block suede, the matching Belle Vivier hobo bag, the New Ranger loafer, and the Viv' in the City pump.
- Yeji has been a Roger Vivier brand ambassador since February 2025; this campaign continues an existing partnership rather than launching a new one.
- The campaign coincides with Roger Vivier's new flagship boutique opening at Takashimaya Shopping Centre in Singapore, its first in the region with the maison's refined store concept.
Roger Vivier has tapped Yeji of ITZY for its pre-fall 2026 campaign, photographed by creative director Gherardo Felloni inside Maison Vivier’s Paris salons.
Yeji is shown surrounded by mood boards and archival polaroids, with playful moments including a game of Twister with white bunnies, a nod to the house’s decorative, lighthearted spirit.
The collection centers on the Belle Vivier slingback, reworked in colour-block suede shades of sage, beige, and dusty pink, paired with a matching Belle Vivier hobo bag. The New Ranger loafer and the slender Viv’ in the City pump round out the range.
This isn’t Yeji’s first outing for the maison. According to Booking Agent Info, she has served as a Roger Vivier brand ambassador since February 2025, when she fronted the “Un été à Paris” campaign, making this pre-fall push a continuation of an established relationship.
She also holds a second endorsement with Tommy Hilfiger’s Hilfiger Racing Club, which began in October 2025. Roger Vivier’s broader ambassador roster has included Laura Dern, Eva Green, and Kerry Washington.
The campaign lands the same week Roger Vivier opened its new Takashimaya boutique in Singapore, complete with four exclusive Pièce Unique bags referencing the city’s landmarks and national flower.
The move fits a wider pattern of luxury houses locking in celebrities ahead of the fall season: Sarah Pidgeon’s new multi-film deal with Balenciaga, Cara Delevingne’s tour-documentary campaign for Rag & Bone, and Stray Kids’ HAN becoming the newest global ambassador for Tod’s.
ITZY, meanwhile, is deep into its “Tunnel Vision” world tour, following the November 2025 EP of the same name, with Asia-Pacific dates running through the summer of 2026.
Takeaways
Roger Vivier didn’t go looking for a new face this season; it doubled down on one it already had. That’s a quieter but telling story: re-signing an ambassador season after season builds a visual through-line for the brand, rather than the churn-and-replace approach many houses default to.
The timing is no accident either. Landing the campaign the same week as the Takashimaya flagship opening shows how brands increasingly use a familiar celebrity face to anchor a market expansion, rather than treating the two as separate marketing moments.
And there’s a bigger structural angle: Roger Vivier sits under Tod’s Group, which also just locked in Stray Kids’ HAN. Watching how one conglomerate spreads its K-pop bets across multiple house names is worth tracking as the rest of 2026 unfolds.
Does re-signing an ambassador build more brand equity than casting someone new each season? With Tod’s Group now tied to both Yeji and HAN, could a joint or crossover campaign be next? Could Yeji’s growing luxury and lifestyle portfolio push more of her ITZY groupmates toward solo ambassador deals, echoing Stray Kids’ full-roster sweep of luxury houses?
