Yoona's New Bob in Milan Marks a Sharp Shift After Max Mara Debut

Yoona arrived in Milan on the 22nd for Max Mara's 2027 Spring/Summer collection show, and the photos she posted from the trip made it clear something had changed before the runway even came up. The longtime Girls' Generation member, recently named the Italian house's first Korean Friend of the Brand, debuted a short bob in the city, trading the long hair she had worn for most of the year for a cut that sits just at the jaw.

The styling in her Instagram posts, captioned simply "September," leans into the season without forcing it. The main look pairs a brown cropped jacket with a long skirt in the same earthy tone, a pale top underneath, and a deep brown bag over one shoulder. Sunglasses pushed up on the bob, gelato in hand in front of the Duomo, one corner of her mouth pulled into a half-smile: the whole set reads less like a scheduled press rollout and more like someone genuinely enjoying the city between obligations.

A later photo shows a neater register: black jacket, striped knit draped over one arm, dark mini bag, hair pulled back. The contrast across the two looks tells a small story about how Max Mara tends to dress its faces, comfortable and collected in the daytime, precise in the evening.

What comes next

The Milan schedule was Yoona's first official move after being named a Friend of the Brand, a title that Max Mara has previously extended to international figures but not, until now, to a Korean artist. Whether the appointment translates into a longer campaign or remains a runway-season arrangement has not been announced.

Back home, she is preparing for Unnatural (working title), a new tvN drama slated for 2027. Yoona debuted with Girls' Generation in 2007 and has balanced group activity with a steady acting career since, appearing in projects across film and television over nearly two decades. She turns 36 this year. The bob, if it holds, will be the look she carries into both.