On April 22, 2026, Japanese lingerie brand Peach John announced that freelance announcer Kasumi Mori would serve as its new brand muse, marking a significant collaboration between the media personality and the intimate apparel company.
The announcement was made through an official press release published by Peach John’s parent company, which detailed that Mori would feature in the brand’s first visual campaign as muse, released simultaneously with the announcement. The campaign includes both still imagery and video content showcasing Mori wearing pieces from Peach John’s core lines, including the popular “Nice Body Bra” series and items from the PJ Basic by Peach John sub-label.
According to the press release, Mori has long been a personal user of Peach John products, frequently citing the “Nice Body Bra” as a favorite due to its comfort and shaping effect. In her own words shared during the announcement, she described the bra as giving her a sense of confidence and ease, saying it helps create a smooth silhouette while remaining comfortable for daily wear.
The visuals released as part of the campaign depict Mori in summer-themed lingerie, emphasizing a fresh and natural aesthetic aligned with the brand’s current seasonal direction. Peach John stated that the imagery reflects Mori’s authentic personality and her regular use of the products in everyday life.
Peach John, headquartered in Minato Ward, Tokyo, has operated as a prominent Japanese lingerie brand for decades, known for its focus on comfort, inclusivity, and accessible luxury. The brand’s decision to partner with Mori aligns with its broader strategy of collaborating with public figures who embody its values of natural beauty and self-assurance.
Mori, born in 1995, is a well-known television personality in Japan, having worked as a freelance announcer and appearing on various variety and informational programs. She has frequently spoken publicly about her interest in beauty and skincare routines, including her approach to body care and makeup, which she has shared in interviews with lifestyle publications.
In past interviews, Mori has discussed her skincare philosophy, emphasizing the importance of consistent yet gentle care, particularly around exfoliation and moisturizing. She has noted that she began paying closer attention to her skincare routine in her mid-20s, adjusting her methods after experiencing irritation from harsher products earlier in her adult life.
Her current routine includes daily use of cleansing products designed to remove impurities without over-exfoliating, weekly use of body scrubs, and monthly professional treatments such as herbal peels. She has also highlighted the importance of increasing moisturization after exfoliation to maintain skin balance, a practice she says has contributed to her skin’s texture and resilience over time.
The collaboration between Mori and Peach John was officially launched on April 22, 2026, with the release of the first wave of campaign assets across the brand’s official website and social media channels, including its Instagram, X (formerly Twitter), and YouTube accounts.
Peach John confirmed that additional content featuring Mori would be rolled out in phases throughout the coming months, with future installments expected to highlight different product categories and seasonal collections.
As of the announcement date, no further details about the duration of the partnership or specific financial terms were disclosed by either party. Peach John stated that the collaboration reflects its ongoing effort to connect with consumers through authentic representation and product authenticity.
For ongoing updates on the campaign and future releases from Peach John featuring Kasumi Mori, the brand invites followers to monitor its official website and verified social media platforms.