Matin Kim has officially selected TWICE's Momo as the ambassador for its 2026 fall season, drawing fresh attention from both fashion and K-pop fans.
The brand announced on August 20 that Momo will be the face of its new campaign, continuing Matin Kim's approach of partnering with leading K-pop idols. According to the brand, Momo's mix of charismatic stage energy and relaxed off-stage appeal aligns well with the label's free and stylish image.
The 2026 fall campaign, titled 'PURE PLAY,' centers on a theme where reality and imagination blend. The campaign aims to highlight Momo's lively spirit alongside Matin Kim's brand identity, creating a dynamic and playful atmosphere.
Momo models standout pieces from the collection, such as vintage-inspired training sets, layered tops with beanies, and bowling bags. This season's collection puts a greater focus on unisex silhouettes and expands the range of bottoms, giving customers more styling options.
Matin Kim has been steadily expanding its K-pop ambassador strategy. In October 2025, the brand named aespa's Ningning as ambassador for Korea and Japan, followed by IVE's Liz in February and NCT's Jeno in March. Each ambassador has represented different seasons, genders, and markets. After introducing Jeno as the first male global ambassador, the brand reported a 150% increase in cumulative sales for that season compared to the previous year.
The appointment of Momo signals a drive to engage TWICE's international fanbase, aiming to increase attention for the fall season and attract more female customers. The fall collection will be available through Matin Kim's official online store, partner retailers, and offline shops, with a 10% launch discount offered for a limited time.
This ongoing collaboration with major K-pop stars illustrates Matin Kim's commitment to connecting with younger consumers and staying at the forefront of fashion trends.
