Mina of TWICE is Boucheron’s new brand ambassador

Boucheron has just announced Japanese artist Mina, a member of the popular K-pop girl group TWICE, as its latest brand ambassador.

TWICE‘s Mina is joining the French high jewellery brand as its next ambassador. In its announcement, the Maison praises and highlights the singer’s boldness, strength, and creativity. Boucheron shares the same values, making this the perfect partnership.

“At Boucheron, we have always celebrated creativity, audacity, and singularity. Mina perfectly embodies these values that are so dear to us. She chose to follow her dreams and embrace an artistic career,” said Hélène Poulit-Duquesne, CEO of Boucheron. “With her unique personality, infectious energy, and bold style, she is the ideal ambassador for the Maison. Her impressive journey as an artist, but also as a strong and determined woman, can only inspire us. I am proud to welcome MINA to the Boucheron family.”

Mina has also stated her excitement to join the brand. “I am honoured to become a brand ambassador of a High Jewellery Maison with heritage and creativity,” she said. “Through exciting opportunities, I want to enhance myself and express Boucheron’s singular identity.”

Boucheron welcomes Mina with a dazzling photo campaign

To celebrate the partnership, Boucheron published a new video and photo campaign featuring the new ambassador. The pictures showcase Mina showing off her power and style while clad in the Maison’s jewellery. Discover the video above for a look into the synergy between the two.

Mina as a brand ambassador

As a member of one of the biggest K-pop groups, TWICE, Mina is no stranger to being a brand ambassador. The group has represented multiple brands throughout the years since they debuted in 2015. As a solo artist, Mina has been a global brand ambassador for Japanese brand SK-II since 2022. That same year, South Korean luxury brand Metrocity also announced her as its muse.