Luxury focuses on Netflix successes: Louis Vuitton chooses model Ho Yeon Jung as global house ambassador for fashion, jewelry and watches. The Korean testimonial, with 16 million instagram followers, has become known to the general international audience thanks to the enormous success of the ‘Squid Game’ series in which she is the interpreter. The Korean show is present in 83 countries and many say it is about to become the most watched ever on the digital platform. In the past, luxury brands have focused on well-known faces of Netflix. For the fall/winter 2021-22 campaign, Loewe chose one of the platform’s most popular actresses, Úrsula Corberó (almost 24 million Instagram followers), star of ‘La casa de papel’. Even the very young Millie Bobby Brown (46.7 million Instagram followers), star of ‘Stranger Things’ whose new episodes are expected in 2022, has collected over the years contracts with Moncler, Calvin Klein, Pandora, Vogue Eyewear and Converse.