International luxury brands continue to put their focus on the Asian market.
On August 1, 2023, British luxury fashion house Jimmy Choo announced (G)I-dle’s Miyeon as its newest global brand ambassador.
“Mi-Yeon is magnetic,” said Sandra Choi, the brand’s creative director. “From her musical talent to her captivating performances and inimitable personal style, she truly embodies the confident, playful spirit and creative energy of Jimmy Choo. We are thrilled to have Mi-Yeon join our global Jimmy Choo community.”
Miyeon also expressed her excitement with the collaboration, saying “I love the joy and glamor of the collection; I feel more confident when I am wearing Jimmy Choo. I can’t wait to share the beautiful campaign we worked on.”
Her first activity as ambassador will be in the brand’s fall 2023 campaign launching on August 30.
Miyeon debuted with South Korean girl group (G)I-dle in 2018. She also voices Ahri who is the leader, founder, and main vocalist of the virtual K-pop girl group K/DA.
In 2020, she made her acting debut in the web-drama Replay: The Moment. She also contributed to the show’s soundtrack with the songs “Dreaming About You” and “How To Love.” Last year, she made her official solo music debut with the lead single “Drive.”
With her growing popularity, Miyeon has amassed over 4.4 million followers on Instagram. Her fans admire her sense of fashion, noting that top brands such as Prada, Bottega Veneta, Burberry, Fendi, and Dolce & Gabbana have dressed her.
Miyeon joins the Jimmy Choo family with Apink’s Son Na-Eun, who was the luxury brand’s first South Korean ambassador in May 2022.
“These projects celebrate Jimmy Choo’s inherent connection to celebrity and creative talent,” said CEO Hannah Colman. “The appointment of Mi-Yeon as our global brand ambassador is an exciting milestone for us adding another layer to our brand affinity in the region.”
Banner image via Instagram @jimmychoo.