Dolce&Gabbana just made TXT's Soobin a global ambassador
Dolce&Gabbana named TXT leader Soobin a global ambassador on September 8, with Fall/Winter 2026 portraits after his Milan men's show seat in June. The house is buying HYBE Soft Power ahead of Global Citizen NYC.
Anika Rao
Dolce&Gabbana gave TXT's leader a house title this week.
On September 8, the Italian luxury label named Choi Soo-bin, known as Soobin, a global ambassador. The announcement came with portraits of him in the Fall/Winter 2026 men's collection: black blazer, open white shirt, a blue flower brooch with a miniature watch face on the lapel.
Our read: the title formalizes a relationship the house already tested in Milan. The September calendar is what makes it stick.
The front row came first
Soobin, born December 5, 2000, in Ansan, is the leader of Tomorrow X Together under Big Hit Music. The five-member group debuted in March 2019 with The Dream Chapter: Star.
In June he sat the Dolce&Gabbana Spring/Summer 2027 men's show during Milan Fashion Week. Houses do that when they want to see how a face travels before they print the ambassador line. The September portraits close that loop.
He already holds a streetwear seat too. Korean casual label COVERNAT has used him as ambassador and campaign face, including a 2026 fall run. Logo basics and Italian menswear can share a year. The D&G title is the one that moves him into luxury front rows with paperwork attached.
What the house is buying
Dolce&Gabbana framed the pick around creativity, individuality, and self-expression, plus the global reach that comes with a HYBE group leader. Soobin's reply stayed in the heritage-and-craft language maisons prefer for these announcements.
The sharper industry read is roster math. ATEEZ's San joined Dolce&Gabbana as a global ambassador in October 2025. Soobin is a second major K-pop man on the same Italian bench inside a year. The house is stacking Soft Power in public.
TXT is also about to play a different kind of New York stage. On September 26 the group headlines Global Citizen Festival on Central Park's Great Lawn with Lauryn Hill and Wyclef Jean, Lenny Kravitz, John Legend, Lainey Wilson, and Shaboozey. They are the only Korean act on this year's bill. The ambassador photos land in that same September window.
Our take
Keep the sequence: Milan seat, FW26 portraits, Global Citizen, then whatever campaign film the house shoots next.
Our take: watch whether Soobin gets a men's campaign that travels past MOA timelines into diaspora luxury feeds the way Blackpink seats already do for Chanel and Celine. Until that creative ships, the receipt is the title itself. Dolce&Gabbana just put another HYBE face on Italian menswear, two weeks before Central Park hears TXT.
