What began as a personal hobby has now evolved into a professional milestone for Sakura Miyawaki of LE SSERAFIM. The Japanese idol has officially been selected as the brand ambassador for Couturier, a handmade knitting kit label under the Japanese lifestyle company Felissimo. Alongside 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 stands at the center of this milestone as the project’s pioneering face, further solidifying her 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 individuals enjoy knitting as part of their everyday lives, we decided to move forward with this collaboration project together with Sakura.”
Under the SAKURA MIYAWAKI × Couturier project, Sakura is not merely a promotional figure. She has been directly involved in the planning and review process, contributing ideas based on her own hands-on experience with knitting. From the challenges she faced as a beginner to the types of items she personally hopes to create, Sakura’s input has played a key role in shaping the final products.
The collaboration will introduce a series of knitting kits and handmade items that reflect Sakura’s personal aesthetic and practical insights. These products are scheduled to be released gradually in the coming months, generating anticipation among fans and craft enthusiasts alike.
By transforming her long-standing hobby into a meaningful collaboration, Sakura once again demonstrates her versatility—proving that passion, when nurtured, can grow into something far beyond a pastime.
Sources: Netizenbuzz
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