K-Pop’s global appeal continues to defy the ups and downs of the music business and its ongoing popularity means its stars remain in high demand for marketing campaigns, especially for fashion firms.
Yeji for Roger Vivier
Now Roger Vivier has announced Yeji as brand ambassador. The French luxury footwear and accessories company said that “as a leading figure in the K-pop world, Yeji embodies a bold and contemporary vision of style, perfectly aligning with the Maison’s heritage of elegance, creativity, and innovation”.
And it added that she’s “an icon for a new generation of fashion-forward individuals. Her influence extends far beyond music, shaping the cultural landscape and connecting with a dynamic global audience. With this partnership, Roger Vivier strengthens its ever-growing relationship with the world of K-pop, embracing its undeniable impact on contemporary fashion and luxury”.
The company stressed its “commitment to embracing a diverse and global vision of luxury” and said it looks forward to “showcasing this creative synergy through upcoming projects and exclusive collaborations”.
The label has drawn its ambassadors and campaign stars from a wide pool of celebrities around the world. Last summer, for instance, it announced Xin Zhilei as its latest brand ambassador, saying the award-winning Chinese actress will work with the company to “celebrate some of the brand’s most iconic creations”.
And just a few months earlier it unveiled American Academy Award winner Laura Dern — its “ambassador and friend of the House” — in its latest campaign, the first installation of the Vivier Express ‘Travelling Icons’ video series.
