Italian couture house Maison Valentino has announced the appointment of Grammy-nominated singer, songwriter, and producer Sombar as its new global brand ambassador.
Marking his first official appearance following the announcement, Sombar attended the 68th Grammy Awards, held in Los Angeles on February 1, wearing a custom-made look by Maison Valentino. The artist made a striking appearance on the red carpet, embodying the maison’s refined yet contemporary aesthetic.
A Dialogue Between Contemporary Culture and the Maison
The appointment reflects Maison Valentino’s ongoing dialogue with figures shaping contemporary culture. Beyond his musical output, Sombar has consistently explored ideas of individuality, confidence, and modernity through an intuitive approach that transcends fleeting trends—both in his creative work and public image.
As a representative voice of his generation, Sombar has expanded his international career while establishing a distinctive personal style. His long-standing affinity with the maison has been evident through his repeated choice to wear Maison Valentino across various occasions, naturally underscoring the alignment between his sensibility and the brand’s aesthetic vision.
Commenting on his new role, Sombar stated, “I am so excited and honored to be joining Maison Valentino as a Brand Ambassador. I love fashion and I have the deepest respect both for the vision of Alessandro Michele and the legacy of the great Valentino Garavani. This legendary and forward-thinking fashion house has inspired me with their incredible collections and custom designs.”
A Breakthrough Talent at Just 20
At only 20 years old, Sombar has already amassed an impressive list of awards and nominations, quickly rising as a breakthrough artist on the global stage. Born in New York, he has dominated Spotify charts with tracks such as Back to Friends, Undressed, and 12 to 12. Among them, Back to Friends achieved remarkable success, remaining on the Billboard Hot 100 for over 42 weeks.
His critically acclaimed debut album I Barely Know Her secured a spot in Spotify’s Global Top 10, firmly establishing his international profile. Sombar was also selected for Billboard’s 21 Under 21 list and has delivered memorable performances across major platforms, including The Tonight Show, Jimmy Kimmel Live!, The Graham Norton Show, the MTV Video Music Awards, the Grammy Awards, and Saturday Night Live.
Beginning February 10, 2026, Sombar is set to launch the European leg of his sold-out world tour, Late Nights and Young Romance Tour.
With Sombar joining as a global brand ambassador, Maison Valentino looks ahead to celebrating his talent and singular style through future events and collaborations, reinforcing the intersection of fashion, music, and contemporary culture.
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