What started as a personal hobby has now evolved into a professional milestone for Sakura Miyawaki of LE SSERAFIM. The Japanese idol has been officially selected as a brand ambassador for Couturier, a handmade knitting kit label under Japanese lifestyle company Felissimo. In addition to the announcement, Sakura also unveiled a collaborative product line titled SAKURA MIYAWAKI × Couturier.
This partnership marks a historic first for Couturier, as it is the brand’s first-ever collaboration with an external partner to develop an entirely new product line. Sakura is at the center of this milestone as the pioneering face of the project, further cementing its influence beyond the music industry.
Felissimo, a Japanese lifestyle company with over 60 years of history, explained the decision behind the collaboration in an official statement: “Sakura has consistently demonstrated a deep love and passion for knitting, inspiring many people along the way. With the hope of helping more people enjoy knitting as part of their daily lives, we decided to move forward with this collaborative project together with Sakura.”
As part of the SAKURA MIYAWAKI × Couturier project, Sakura is not simply a promotional figure. She was directly involved in the planning and review process, contributing ideas based on her hands-on experience with knitting. From the challenges she faced as a beginner to the types of objects she hopes to create herself, Sakura’s input played a key role in shaping the final products.
The collaboration will introduce a series of knitting kits and handmade objects that reflect Sakura’s personal aesthetic and practical insights. The gradual release of these products is expected in the coming months, generating anticipation among fans and craft enthusiasts.
By turning her longtime hobby into a meaningful collaboration, Sakura once again demonstrates her versatility, proving that passion, if cultivated, can transform into something far beyond a simple pastime.
Sources: Netizenbuzz
