Miu Miu has selected Ella Gross from the fifth-generation K-pop group MEOVV as its latest brand ambassador, adding a fresh face to its roster of influential South Korean idols. The announcement, made on April 30, 2025, highlights the luxury brand’s ongoing strategy to connect with younger audiences through K-pop’s global reach.
Why Ella Gross Was Chosen
Ella Gross, a 16-year-old Korean-American idol, debuted with MEOVV in 2024 under THE BLACK LABEL, a subsidiary of YG Entertainment. Known for her striking visuals and charismatic presence, she has quickly risen as a standout in the fifth generation of K-pop. Miu Miu’s decision to appoint her reflects the brand’s focus on youthful energy and cultural relevance.
The Italian fashion house shared the news on its official social media, showcasing Ella in a paisley-print outfit from its latest collection. Fans and industry insiders have already dubbed her “human Miu Miu” for her seamless fit with the brand’s playful yet sophisticated aesthetic.
“Ella’s unique charm and global appeal make her the perfect ambassador for Miu Miu. Her youthful spirit aligns with our vision of bold femininity.” — Miu Miu statement on social media.
Miu Miu’s History with K-Pop Ambassadors
Miu Miu, a subsidiary of Prada, has a strong track record of partnering with South Korean celebrities to boost its presence in Asia, particularly in South Korea and China. Previous ambassadors include:
- Im Yoon-ah (YoonA) of Girls’ Generation, named the brand’s first global ambassador in October 2021.
- Jang Wonyoung of IVE, appointed in December 2021, known for her trendsetting style.
- Momo Hirai of TWICE, selected as Japan’s ambassador in June 2023 and later promoted to global ambassador.
- Minnie of (G)I-DLE, chosen as a house ambassador in August 2023.
- Actress Lee Yoo-mi, announced as an ambassador in 2022.
These partnerships have helped Miu Miu tap into K-pop’s massive fanbase, driving sales and social media engagement. In 2024, the brand reported a 93% sales increase in the first half, with Asia-Pacific markets leading growth.
Ella’s Role in Miu Miu’s Strategy
As a fifth-generation idol, Ella represents the next wave of K-pop stars influencing global fashion. Her appointment comes at a time when luxury brands are increasingly turning to younger idols to appeal to Gen Z consumers. According to industry reports, Gen Z accounts for a growing share of luxury goods purchases, with many buying their first high-end items as teenagers.
Ella modeled Miu Miu’s paisley-print collection, which blends vintage-inspired patterns with modern silhouettes. Her campaign photos, shared on April 30, 2025, went viral, sparking buzz on platforms like Instagram and X. Fans praised her natural elegance and ability to embody the brand’s “youthful yet refined” identity.
“Ella is slaying this look! She’s the perfect Miu Miu girl.”
“Human Miu Miu vibes! So proud of our 5th gen queen.”
“This is why Ella is THE it girl of MEOVV.” — Netizen reactions on X.
MEOVV’s Rising Star Power
MEOVV, pronounced “meow,” is a five-member girl group that debuted with the single “MEOW” in 2024. The group has gained attention for its bold concepts and diverse lineup, including members Gawon, Sooin, Anna, Narín, and Ella. Ella is the second member to secure a luxury brand ambassorship, following Gawon’s deal with an undisclosed brand.
The group’s rapid rise mirrors the success of other fourth-generation acts like IVE and NewJeans, who have also landed major fashion deals. MEOVV’s affiliation with THE BLACK LABEL, known for producing global stars like BLACKPINK, adds to their credibility in the industry.
Miu Miu’s Broader Impact in Fashion
Founded in 1992 by Miuccia Prada, Miu Miu has carved a niche as Prada’s “youthful-leaning sister brand.” Its playful designs, like the viral micro-mini skirt from Spring/Summer 2022, have resonated with Gen Z and millennials alike. The brand’s revenue grew by 105% in the third quarter of 2024, outpacing many competitors in a challenging luxury market.
Miu Miu’s cultural initiatives, such as the Women’s Tales short film series, have also enhanced its reputation. The series, launched in 2011, features films by female directors like Ava DuVernay and Chloë Sevigny, showcasing the brand’s commitment to creativity and diversity.
Public and Fan Reactions
The announcement of Ella as Miu Miu’s ambassador sparked widespread excitement online. Fans of MEOVV celebrated her achievement, noting her potential to become a global fashion icon. Industry experts see the move as a strategic play to maintain Miu Miu’s dominance among younger consumers.
“Miu Miu is so smart for picking Ella. She’s got that global appeal and 5th gen star power.”
— Fan comments on X, theqoo
“From MEOVV’s debut to Miu Miu ambassador in less than a year? Ella is unstoppable.”
“She suits it so well.”
“Really pretty…”
“Human Miu Miu…The pictorial is f*cking pretty,”
“This is it.”
“Minnie, Wonyoung, Ella, all of them look like cats belonging to rich families.”
“I thought she had just the perfect Chanel vibe, but Miu Miu also works.”
However, some netizens raised concerns about the trend of appointing young idols as luxury ambassadors. A 2023 report by Bain & Company noted that idols like Ella encourage teenagers to buy high-end goods, raising questions about consumerism among minors. Despite this, Miu Miu’s focus on Ella underscores the effectiveness of K-pop stars in driving brand visibility.
Ella is expected to appear in upcoming Miu Miu campaigns, including events like the Miu Miu Select series, which recently featured ambassadors in cities like Seoul and Tokyo. Her role will likely involve promoting the brand’s collections at fashion weeks and exclusive events.
Miu Miu continues to expand its retail presence, with new boutiques planned in key markets. The brand’s ability to stay ahead of trends, as seen in its Upcycled denim collection modeled by Wonyoung, ensures its relevance in a competitive industry.
As of May 1, 2025, Ella Gross remains a focal point for Miu Miu’s marketing efforts, with fans eagerly awaiting her next appearance. Her journey as “human Miu Miu” marks a new chapter for both the idol and the brand.
Source: Theqoo
