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The New Fashion Royalty: Korean Stars

Here are the brands Jun Ji Hyun, Song Hye Kyo, Jung Woo Sung and other Korean celebs are brand ambassadors of.

Your new fashion royalty.

Gone were the days where only Hollywood celebrities and supermodels were appointed as brand ambassadors of global fashion houses. With the power of Korean wave and inclusivity, more Korean celebrities have taken up those appointments, acting as ambassadors either for Korea or the global market. Here are Korean celebrities who have fronted luxury fashion brands.

Celebrity Photos Getty Images & Glorious Entertainment

This article first appeared in Cleo Singapore.

Blackpink's Rose
The singer‘s appointment was quite recent – Saint Laurent announced in June that she would be a global face for the brand through a series of Pre-Fall 2020 campaign images and videos posted on its Instagram page. Blackpink's Jennie
The 24-year-old was first appointed as the brand ambassador for Chanel Beauty in 2018 before she started fronting the fashion house. She fits the brand’s style so much that she is affectionately known as “Human Chanel” among fans. Blackpink's Lisa
You might have seen Lisa at various fashion shows and got confused – exactly which brand is she fronting? The Thai-born K-pop singer/rapper is the muse for Celine‘s Hedi Slimane and most recently fronted the Celine Essentials campaign. Ji Chang Wook
In January this year, the actor was appointed as the global model for Calvin Klein, making him the first Korean actor to be given that appointment. According to the reports, he was chosen as they found him a perfect fit with their young and modern image. Did we mention we got to experience his boyish charm up close and in person during his visit to the Clash de Cartier Studio last Nov? G-Dragon
Let’s be real, G-Dragon was one of the first K-pop celebrities anyone has associated with Chanel. The Big Bang leader was appointed as their brand ambassador in 2017, having attended their fashion shows for years prior. And if there’s anything that sets him apart from other ambassadors, it’s that he injects his personal style into any piece he wears. EXO's Kai
It’s not every day that Gucci chooses a Korean ambassador. Their first happens to be Kai, who is known for his slim stature and modelesque height. The singer started attending Gucci shows is 2018 before being appointed as an ambassador in 2019 through an eyewear campaign. Park Seo Joon
The Itaewon Class actor was chosen as the brand ambassador of Montblanc Korea in 2018. His appointment came after his rise in popularity after appearing in dramas such as Hwarang and variety show Youn’s Kitchen 2. He was seen sporting the Star Legacy Full Calendar in Itaewon Class. Jun Ji Hyun
It obviously takes a queen like Jun Ji Hyun (also known as Gianna Jun) to front a brand like Alexander McQueen. The actress was appointed as the brand’s first Korean ambassador in June 2020. Bae Doona
Not every can be a designer’s muse, but the Korean actress is one of the lucky ones to be Louis Vuitton‘s Nicolas Ghesquiere’s muse in 2016. Since then, she has been the brand ambassador and is a front row fixture in the brand’s runway shows. She even walked the runway for the 2018 Cruise collection in Japan. Yoo Ah In
He was the first Korean actor to be appointed as the brand ambassador for Cartier in Korea, and has also been appointed as Burberry‘s brand ambassador. The actor boasts a unique style that is quirky yet polished, so it’s no surprise that brands would want to be associated with him. Song Hye Kyo
The Korean actress, known for her roles in Korean dramas such as Descendants of the Sun and Autumn in my Heart, was chosen as the brand ambassador for Chaumet not only in Korea, but Asia Pacific, in Dec 2018. And we reckon her elegance makes her a perfect fit for the brand. Jung Woo Sung
In December, Longines announced that the actor would be joining other A-list celebrities to be their brand ambassador. Woo Sung was appointed as one of the “Ambassadors of Elegance” and if you’ve seen him in any interviews, you’ll immediately understand why the title is so befitting for him.