Charles & Keith names first global ambassador

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Charles & Keith has appointed South Korean actress and singer Krystal (pictured) as its first-ever global brand ambassador "to empower women around the world to express themselves freely through fashion", it said. It added that Krystal, formerly a member of K-pop girl group “f(x)”, is the embodiment of the modern-day woman, who strives to be the most authentic version of herself.

Keith Wong, co-founder of Charles & Keith, added that the brand has always celebrated women, encouraging their expression of individuality and style through its 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,” he said.

Meanwhile, Krystal said that she is 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,” she added.

The ambassadorship will kick off with Krystal fronting the Spring 22 campaign, which will launch in February 2022. The campaign highlights the season’s key footwear and bags styles from the brand’s "Blooming Spring" collection. The campaign will also include exclusive video content, where Krystal will address burning questions on all things fashion lifestyle.

Krystal said that she looks forward to be on set for the campaign shoot and being transported to a floral wonderland with fresh, playful colours. “Spring holds a special place in my heart - you always get the sense that it’s a season for renewal and optimism,” she added.

MARKETING-INTERACTIVE has reached out to Charles & Keith for comment.

Separately, this year also saw Tiger Beer appoint international football icon Son Heung-Min as its official Tiger brand ambassador. Gucci also brought on board South Korean stars Shin Min-ah and Lee Jung-jae as its global brand ambassadors in November last year. Both of them join the list of South Korean stars who have worked with Gucci, including EXO's Kai and singer-actress IU. Last year also saw Atome name South Korean boy band ASTRO as its global brand ambassador, while Lazada named South Korean boy band SEVENTEEN as its first regional Happiness Ambassadors.