Charles & Keith names South Korean girl group ITZY as latest global brand ambassador

Charles & Keith has appointed South Korean girl group ITZY as its newest global brand ambassador.  The group will be fronting the brand’s Fall 2022 campaign and the partnership kicks of 16 August 2022 onwards. The campaign speaking a distinct visual language, confident and commanding – which captures the Lula’s high gloss attitude and ITZY’s magnetic presence. A celebration of freedom and authenticity, the girls show how they remain true to their style.

“We could not be more thrilled to have ITZY join the Charles & Keith family as the newest face of our brand. As the voice of a new generation, the ITZY girls aren’t afraid to be true to themselves, and that’s what makes them the perfect addition to our family,” said brand co-founder, Keith Wong.

Renowned for their breakout songs DALLA DALLA and ICY, the quintet scored one of the biggest Billboard debuts for a new K-pop act when they broke into the scene in 2019, and have since bagged multiple hit singles. MARKETING-INTERACTIVE has reached out to Charles & Keith for additional information.

Earlier 2022, Charles & Keith has appointed South Korean actress and singer Krystal 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.Wong, co-founder of Charles & Keith, added then that the brand has always celebrated women, encouraging their expression of individuality and style through its collections.

The use of K-Pop brand isn’t uncommon in this part of the region. Brands such as Atome and Lazada have also in recent times banked on their prowess to market their products. It is often easy to forget that the K-pop industry only made its entry onto the Billboard album chart in 2018. Considered a breakout year for the industry, according to The Straits Times, the K-pop industry was then estimated to be worth US$5 billion.  In 2020, The Straits Times reported that BTS single-handedly brought in US$1.5 billion with its song "Dynamite" for the South Korean economy. Additionally, each of BLACKPINK's member is said to be worth over US$8 million.

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