Brands before usually look to high fashion models and Hollywood celebrities to represent campaigns and collection to, according to them, maintain authenticity. But in recent years, they are slowly turning to South Korea’s gamut of popular idol groups and celebrities to appoint as their new brand ambassadors.
Check out what global brand your favorite K-star is endorsing:
Rosé of BLACKPINK for Saint Laurent
Rosé attended her first Saint Laurent show in February 2019, since then she has been a front row regular during Fashion Week for the brand. She’s been doing shoots for Saint Laurent for different campaigns, prior to her announcement as the new face of the brand by no less than Anthony Vacarello, Saint Laurent’s creative director.
Song Hye-kyo for Bottega Veneta
Song Hye-Kyo represented South Korea when she attended the brand’s fall/winter 2020 show in February in Milan. A few months later, she starred in the brand’s short fashion film, La Donna Che Amiamo (The Woman We Love) for the spring/summer 2020 collection.
Kai (Kim Jongin) of EXO for Gucci
EXO’s Kai is the first Korean model and global brand ambassador for the Italian brand. He participated in Gucci’s 2019 fall/winter campaign and has recently modeled for the spring/summer 2020’s Eyewear Advertising campaign.
Jun Ji-hyun for Alexander McQueen
The “sassy girl” herself, Jun Ji-Hyun is the first Korean to represent Alexander McQueen. According to the British luxury house, her charisma and versatility as an actress synergizes well with the brand’s identity. She first appeared on the brand’s fall/winter 2020 campaign.
Lay (Zhang Yixing) of EXO for Calvin Klein Jeans and MAC Cosmetics
Lay, together with Kendall Jenner, Justin Bieber, Maluma, and other celebrities starred in the Calvin Klein Jeans’ “Deal With It” spring/summer 2020 campaign. He became MAC Cosmetics’ first brand spokesperson for China in 2018. Less than a year later, he became an ambassador for Asia Pacific. He continues to break records and barriers as the brand’s global ambassador.
Park Min-young for TOD’S
Min-young or Rachel Park, who rose to fame for her roles in “What’s Wrong with Secretary Kim?” and “Her Private Life,” is Tod’s newly appointed South Korean Ambassador for 2020. She first attended the brand’s show last year and was present again earlier this year for its fall/winter Women’s Collection show.
Jackson Wang of GOT7 for Cartier
For the September 2020 launch of the Pasha de Cartier, Jackson joins the Pasha Community, also consisting of Rami Malek, Troye Sivan, Willow Smith, and Maisie Williams. Mid last year, he was also seen sporting the brand’s Juste un Clou collection.
Park Seo-joon for Montblanc
German watch brand has been working with Park Seo-joon ever since he became the brand ambassador for Korea in 2018. Since then, he is labeled as a “Friend of Montblanc,” and has been seen wearing the brand, not just for his dramas but also during his shoots and personal travels.
Irene (Bae Joo-hyun) of Red Velvet for Clinique
Irene was chosen as Clinique’s newest ambassador representing the Asia-Pacific region. Clinique partnered with Irene as her happy, positive, smart and modern beauty is a natural fit for the brand. She previously said Clinique products were instrumental in keeping her skin healthy and luminous.
