Gucci Names Japanese Rapper Cocona as New Ambassador
Gucci has tapped Cocona, a member of the girl group XG, as its newest brand ambassador. WWD covered her preparation for the Gucci show, signaling the brand's continued strategy of aligning with rising global music talent to engage new audiences.
The appointment aligns with a broader Gucci strategy of tapping into the global appeal of Asian music stars. The house has previously named K-pop artists like NewJeans' Hanni and Jay Park as global brand ambassadors, leveraging their massive fanbases to maintain cultural relevance. Cocona, born Akiyama Kokona, is the 20-year-old main rapper for XG. In December 2025, she shared that she is transmasculine non-binary and had undergone top surgery earlier that year. Her personal style and willingness to embrace a bold look, such as shaving her head for the "Woke Up" promotions, signal a distinct and modern edge. XG itself operates under a unique concept, branding its music as "X-pop" to defy easy categorization within J-pop or K-pop. Though all seven members are Japanese, the group is based in South Korea and performs exclusively in English, a strategy designed from their 2022 debut to target a global audience. This global-first approach, driven by producer Simon Park (Jakops), saw the group train for five years before debuting. Their rise has been fueled by a savvy use of international media and platforms like YouTube and TikTok, bypassing a more traditional domestic promotion strategy to build an organic international following. The selection of Cocona reflects the creative direction of Sabato De Sarno, who took the helm at Gucci in 2023. De Sarno is pivoting from the maximalism of his predecessor, Alessandro Michele, towards a more refined, wearable, and product-focused aesthetic, aiming to tell a story of "real life" and "irreverent glamour." Aligning with a rising artist known for a distinct personal identity and global-facing music allows Gucci to embed its new, more grounded vision in contemporary culture. It connects the brand's heritage with a new generation of talent that is actively shaping global music and fashion trends.
