Luxury fashion house Kenzo announced the appointment Korean pop star Vernon, as its new global ambassador.
Member of K-pop boy band Seventeen, the 25-year-old K-pop star is joining the Kenzo universe, teaming up with the LVMH-owned Japanese house, which boas strong links to the international entertainment scene, in conjunction for the creative influence of Kenzo, artistic director, Nigo.
“I am pleased and grateful to welcome Vernon into the Kenzo family,” said Nigo, in a press release.
As part of the ambassadorship, Vernon will front various Kenzo campaigns, ranging from apparel to sneakers product categories.
“I feel honoured and fortunate to be Kenzo’s global ambassador. I’m excited to
explore the synergy this partnership will introduce and look forward to showcasing a
new side of me to fans around the world,” added Vernon.
Vernon made his first official appearance as a Kenzo ambassador during Paris Fashion Week, at Kenzo womens and mens fashion show which took place on June 23.
The K-pop celebrity’s appointment at Kenzo comes one month after Italy’s Ferragamo and Valentino both appointed Asian celebrities as ambassadors of their respective high-end marques, as big-name luxury brands continue to use local star-power to win over Asian luxury consumers.
Ferragamo announced the appointment of Jeno Lee, best known as Jeno, as the Florentine company’s first global male ambassador, in June, while Valentino announced the appointment of popular Chinese actor Yang Yang as its latest brand ambassador.
Moreover, Lisa, Jennie, Rosé and Jisoo of Blackpink have all inked partnerships with luxury brands Celine, Chanel, Saint Laurent and Dior in recent months, while fellow K-pop band NewJeans’ members Hyein, Hanni, Danielle and Haerin have also been appointed as ambassadors at Louis Vuitton, Gucci, Burberry and Dior, respectively.