Mumbai: Tory Burch has unveiled its Spring 2026 campaign featuring brand ambassador Song Yuqi, combining fashion storytelling with a documentary-led digital strategy to deepen audience engagement.
Set inside a retro-inspired vinyl record store, the campaign brings the season’s latest collection to life while reflecting Yuqi’s dual passion for music and fashion. The initiative also marks the launch of a three-part documentary series under the brand’s ‘TORY STORIES’ social media property, offering a closer look at the artist’s personal and creative journey.
This is Yuqi’s third campaign with Tory Burch, underscoring her ongoing association with the brand and her growing influence across global fashion and entertainment audiences.
Song Yuqi said, “Working on this documentary has been such a meaningful experience. I’ve always been inspired by Tory’s passion and dedication in fashion and supporting women—it reminded me why and how I started my music journey. I hope it encourages people to embrace their dreams and to hold on tight, because dreams worth chasing do become reality.”
The documentary unfolds across three chapters, beginning with Yuqi’s early roots, followed by her evolving relationship with music and fashion, and concluding with reflections on her journey and future aspirations. The second episode also features a cameo appearance by Tory Burch at the Fall/Winter 2026 runway show in New York.
Release Schedule:
March 23: Chapter 1 – “Where it all begins”
March 24: Chapter 2 – “When fashion meets music”
March 25: Chapter 3 – “To the future”
Throughout the campaign and documentary series, Yuqi showcases key pieces from the Spring 2026 collection, including the Charlie family of handbags, the Romy Bucket Bag, and the Hank Ballet Sneakers. The Charlie line introduces new silhouettes blending structured design with relaxed styling, while the Romy range continues to emphasize functionality with lightweight construction and spacious interiors.
A multi-faceted artist, Yuqi is a singer-songwriter, dancer, and record producer, and a member of the K-pop group (G)I-DLE. She has also been a regular presence at Tory Burch’s runway shows and brand events globally.
