Luxury golf label unveils new Autumn/Winter 2026 campaign featuring the global K-pop artist
TOKYO, JAPAN — Luxury golf fashion brand MARK & LONA has appointed KARINA, a member of the globally acclaimed K-pop group aespa, as its newest brand ambassador. The appointment marks a significant milestone for the label, making KARINA its first female brand ambassador in the brand’s history.
The partnership brings together MARK & LONA’s distinctive approach to luxury golfwear and KARINA’s international influence as an artist. Through the collaboration, the brand aims to present golf as a sport that combines performance, sophistication, and contemporary style.
To celebrate the appointment, MARK & LONA will launch a new visual campaign for its Autumn/Winter 2026 collection on September 9 at 11:00 a.m. JST. The campaign will be available through the brand’s dedicated website, official online store, and physical retail locations.
A fashion film featuring behind-the-scenes footage from the campaign shoot will also be screened across the same platforms, offering audiences a closer look at the creative direction behind the collection.
A More Refined Vision for Autumn/Winter
According to KARINA, the new campaign introduces a more sophisticated and luxurious atmosphere compared with the brand’s previous Spring/Summer presentation, which explored the theme “PLAY ILLUSION.”
Reflecting on the latest collection, she described the Autumn/Winter concept as having a more mature and elegant character, while continuing to communicate the enjoyment and appeal of golf.
“I hope you will feel that golf is such a wonderful and enjoyable sport,” KARINA said in her comment accompanying the campaign announcement.
She also encouraged audiences to embrace the season with MARK & LONA, highlighting the collection’s combination of warmth and style.
A Special Collection Inspired by KARINA
The Autumn/Winter 2026 collection will also feature a special item inspired by KARINA’s own creative suggestion. Her expressed interest in a coordinated set made from knit and sweatshirt fabrics helped inspire the development of a dedicated piece.
The item reflects MARK & LONA’s approach to incorporating personal ideas from its ambassadors into its fashion offering, while maintaining the brand’s luxury-oriented identity.
With KARINA at the center of the new campaign, MARK & LONA’s latest collaboration extends the relationship between golf fashion, celebrity culture, and global entertainment.
The campaign will be released on September 9 at 11:00 a.m. JST through MARK & LONA’s official channels.
Official website: MARK & LONA
© MARK & LONA. Campaign images and materials are subject to the brand’s usage guidelines.
