TWICE‘s Momo has officially stepped into the world of luxury as she is unveiled as the Global Muse for AMAFFI Perfume House, a high-end fragrance brand renowned for its opulent scents and exquisite presentation. The announcement was made in spectacular fashion at AMAFFI’s flagship store in Manhattan, where Momo appeared in a dazzling ensemble that turned heads despite the rainy weather.
AMAFFI, known for blending rare ingredients with sophisticated bottle designs, described the partnership as “a global journey to celebrate the power of fragrance as a universal form of expression.” The collaboration aims to fuse the elegant, artistic aura of AMAFFI with Momo’s dynamic presence as a global K-pop icon.
Momo, who rose to international fame as a member of JYP Entertainment’s girl group TWICE, expressed her excitement about the partnership via Instagram. “Feeling so inspired to be collaborating with AMAFFI Perfume House and being their Global Muse! Their passion for creating stunning perfumes really resonates with me,” she wrote.
The campaign has already created a buzz across social media, with hashtags like #AMAFFIxMOMO and #AmaffiPerfumeHouse trending globally. Fans and fashion insiders alike have praised the pairing, calling it a “perfect match” between artistry and luxury.
The event in New York also marked the launch of AMAFFI’s newest fragrance, a scent described as “bold yet graceful”—much like its new muse. Attendees at the exclusive gathering were treated to an immersive olfactory experience, curated to reflect Momo’s journey from dance prodigy to global fashion and beauty icon.
AMAFFI perfumes are known for their exclusivity, with some bottles retailing for over $7,000. The brand’s collaboration with Momo signals a bold move into the Asian and younger global markets, leveraging her influence to make high-luxury fragrances aspirational to a new generation.
With more joint projects teased in the coming months, this partnership is poised to become one of 2025’s standout moments in the worlds of fashion, fragrance, and K-pop.