TWICE's Momo Is the Face of Matin Kim's PURE PLAY Fall 2026 Campaign: Inside K-Pop's Most Energetic Brand Pairing

On August 20, 2026, Korean fashion label Matin Kim officially announced TWICE's Momo as the face of its Fall 2026 collection — a campaign titled PURE PLAY that positions Momo's kinetic, performative energy against the brand's signature mix of sporty basics and tailored softness. The TWICE Momo Matin Kim PURE PLAY Fall 2026 campaign marks Momo's most prominent domestic fashion placement to date: a full-season face role for a label that has spent the last two years executing one of Korean fashion's most deliberate K-pop ambassador strategies.

Matin Kim describes PURE PLAY as a campaign where reality and imagination blend — a brief that matches Momo's public persona more precisely than most idol-brand pairings manage. The Fall 2026 collection features vintage-inspired training sets in warm rust and sage, oversized layered tops styled with beanies, and the label's recurring bowling bag silhouette in muted seasonal colorways. Momo models the collection across a visual identity built around movement and ease: the kind of clothes designed to look as good in transit as they do standing still. For a performer whose entire professional identity is choreography-in-motion, the fit reads as less calculated than it might appear.

The campaign's title — PURE PLAY — draws on an idea that runs through Matin Kim's brand DNA: that getting dressed is a form of self-expression with no wrong answers. The label's founder, Kim Da-ae, has consistently positioned Matin Kim as a brand for women who dress for themselves rather than for occasion codes. Momo, whose offstage presence oscillates between relaxed athleticism and deliberately playful styling — a beanie here, a layered vest there — is a credible carrier of that proposition. The Fall 2026 campaign reads as a genuine collaboration between two identities rather than a licensing exercise.

Matin Kim has emerged as one of Korean fashion's most intentional users of K-pop talent as distribution infrastructure. The label's earlier ambassador choices have each targeted a specific fanbase and regional market: the Momo appointment targets TWICE's international following — particularly ONCE communities in Japan (where Momo's profile as a solo artist and MISAMO unit member runs especially deep), Southeast Asia, and the increasingly fashion-literate Korean-diaspora markets in North America and Europe.

The strategy is working. Matin Kim's pieces routinely sell out within hours of an idol being photographed wearing them, with the brand's social channels showing the same sales velocity metrics that luxury houses track for their K-pop partnerships. For a label that operates at a significantly lower price point than, say, a Miu Miu or Bulgari relationship — Matin Kim pieces sit in the €150–€450 range — the ambassador model functions differently: it is not about brand aspiration but about direct-to-consumer sales velocity driven by fandom purchasing behaviour. Momo's endorsement of a bowling bag is a sales event.

TWICE's fashion footprint in 2026 is decentralised by design — individual members hold individual brand relationships rather than the group being packaged as a single fashion entity. Momo's Matin Kim appointment follows her Miu Miu front-row appearance at Paris Fashion Week earlier in 2026, where her look generated significant media attention and drove considerable traffic to the brand's site. The combination of a Paris front-row credit and a domestic ambassador role maps a clear trajectory: Momo is building a fashion identity that operates independently of TWICE's group narrative while drawing on the fanbase that narrative created.

Matin Kim's choice to anchor its Fall 2026 launch to Momo rather than a newer fourth-generation idol is itself a statement. The brand is betting on familiarity over novelty — on a performer whose profile is globally legible and whose style credibility has been established over years of consistent off-duty dressing rather than manufactured through a debut styling brief. For a brand trying to grow its international reach while maintaining its Seoul identity, Momo at the height of her third decade is a more durable bet than a rookie whose trajectory is still being calibrated.