Fashion
Saint Laurent
Saint Laurent is the French fashion house that made rock and roll a design philosophy. Founded by Yves Saint Laurent in 1961, the maison introduced Le Smoking tuxedo for women, the safari jacket, and the Mondrian dress, each one a seismic shift in how women dressed. Now owned by Kering alongside Gucci and Bottega Veneta, Saint Laurent generates over $3 billion in annual revenue and operates more than 250 stores worldwide.
Creative director Anthony Vaccarello has run the house since 2016, sharpening its identity into a razor-thin silhouette of black leather, stilettos, and after-dark glamour. The aesthetic owes as much to Mick Jagger and Debbie Harry as it does to the house founder, and that tension between Parisian couture heritage and music-culture edge is precisely what makes it click with K-pop.
Rosé of BLACKPINK has served as Saint Laurent Global Ambassador since 2020, and the partnership is one of the most natural fits in luxury fashion. Rosé's dual Korean-Australian identity, her vocal rasp, her instinct for pairing a leather jacket with a ballgown sensibility: it all maps directly onto what Vaccarello has built. She has fronted multiple campaigns, sat front row at every Paris Fashion Week show since her appointment, and worn custom Saint Laurent across music videos, award shows, and press runs for her debut album Rosie under THE BLACK LABEL.
In March 2024, Ten Lee of WayV and NCT was named a Saint Laurent ambassador, extending the house's K-pop footprint into its menswear territory. Ten attended the Saint Laurent fall 2025 menswear show in Paris in January 2025, cementing a relationship that bridges the house's rock-inflected edge with K-pop's most style-forward performers.
Beyond Rosé and Ten, Saint Laurent has deepened its presence in K-entertainment through strategic dressing and event partnerships. The house's willingness to build long-term relationships rather than chase one-off moments has given it a credibility in the K-pop fashion space that competitors struggle to replicate. Saint Laurent does not chase trends. It sets the mood, and waits for the culture to walk in.
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Fans Also Ask
Who is Saint Laurent's most prominent K-pop ambassador?
Rose (Park Chae-young of BLACKPINK) became YSL Beaute's global ambassador in January 2025, having served as a brand muse since 2021. She is one of the most recognizable K-pop figures in luxury fashion and has fronted multiple YSL Beaute campaigns globally.
Who else from K-pop is associated with Saint Laurent?
Ten (Lee Yong-bok of NCT/WayV) became a Saint Laurent ambassador in March 2024 and has attended Paris Fashion Week events for the brand. SEVENTEEN's Jeonghan has also appeared at YSL events.
What is YSL Beaute and how does Rose fit in?
YSL Beaute is the luxury cosmetics arm of Saint Laurent. Rose became a YSL Beaute muse in 2021 and was elevated to global ambassador in January 2025, fronting global beauty campaigns across print, digital, and events.
Is Saint Laurent the same as YSL?
Yes. The fashion house is officially named Saint Laurent (dropping 'Yves' from fashion since 2012 under designer Hedi Slimane). Its beauty and cosmetics division is still marketed as YSL Beaute under the Kering luxury group.
Where can I follow Saint Laurent's K-pop content?
Official accounts: @ysl on Instagram and TikTok, and @yslbeauty for the beauty line's K-pop-focused campaigns. Ten and Rose's appearances at Paris Fashion Week are also widely covered on their personal accounts.
