(G)I-DLE's Song Yuqi Shines in her First Tory Burch Campaign as New Ambassador

Tory Burch is thrilled to announce that K-Pop sensation Song Yuqi of (G)I-DLE is joining the brand as the new ambassador for its handbag and footwear lines. This exciting collaboration launches with the Holiday 2024 campaign, captured in the vibrant streets of Los Angeles. The campaign offers a fun, stylish road trip vibe featuring a music video for Yuqi's hit single, "Radio (Dum-Dum)." Fans can look forward to more than just stunning visuals—this partnership promises a blend of editorial features, exclusive events, and interactive social media moments that reflect both Yuqi’s dynamic style and Tory Burch’s distinct vision.

"Yuqi is an extraordinary artist and an inspiration to women globally," said Tory Burch, Executive Chairman and Chief Creative Officer. "As a multi-talented singer, songwriter, dancer and producer, she has established her own unique voice and sense of style that I admire."

Echoing this enthusiasm, Yuqi expressed her excitement about the partnership, “I’m a fan of Tory’s collections – her unique designs always bring out the best in women – and I admire the way she encourages women to embrace their dreams. I am excited about our partnership and the meaningful conversations to come."

Yuqi brings her multifaceted talents to the world stage as a singer, songwriter, dancer, and producer, and is a beloved member of the K-Pop powerhouse group (G)I-DLE. She recently attended Tory Burch’s Spring/Summer 2025 show in New York, as well as exclusive events in Hong Kong and Seoul. Next up, fans can expect to see Yuqi at the grand opening of the Tory Burch store at Tokyo’s Shibuya Scramble, where she will continue to embody the brand’s spirit of empowerment and artistry.

Since launching her brand in 2004, Tory Burch has carved out a unique place in American luxury fashion, creating collections that balance sophisticated American sportswear with effortless elegance. Known for impeccable quality and craftsmanship, her offerings span ready-to-wear, handbags, shoes, jewellery, and even home goods.

At the heart of Tory Burch’s mission is the empowerment of women, a value that’s not only visible in her collections but also in the impactful work of the Tory Burch Foundation. Founded in 2009, the Foundation has championed women entrepreneurs across the United States, offering financial support, education, and community-building opportunities to help them thrive.

With Yuqi on board, Tory Burch’s latest campaign promises to be a fusion of high fashion, artistic flair, and a shared commitment to lifting up women everywhere.