Retail in Asia


Charles & Keith appoints Krystal as first global ambassador

Footwear and accessories brand CHARLES & KEITH appointed South Korean actress and singer Krystal as its first global brand ambassador, continuing its vision to empower women around the world to express themselves freely through fashion.

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The ambassadorship will begin with Krystal fronting the Spring 22 campaign, which highlights this season’s key footwear and bags styles from the Blooming Spring collection

Known for her keen sense of fashion, Krystal, who was a member of the K-pop girl group f(x), is the embodiment of the modern-day woman, who strives to be the most authentic version of herself.

“I am truly honoured and proud to be the first global brand ambassador of CHARLES & KEITH. I appreciate the brand’s consistent endeavour to empower women through fashion over its 25-year history – creating beautifully crafted collections that feature a wonderful balance between on-trend styles and classic wardrobe staples,” Krystal said of her new role.

“CHARLES & KEITH has always celebrated women, encouraging their expression of individuality and style through our collections. We’re thrilled to welcome Krystal, whose spirit closely aligns with our brand values, to the CHARLES & KEITH family. Together, we hope to inspire women all around the world to showcase their personal style – fun, freely and with flourish,” said brand co-founder, Keith Wong.

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The CHARLES & KEITH Blooming Spring campaign for Spring 2022 featuring Krystal will launch in February 2022.