Jimmy Choo, the venerated purveyor of luxury adornments under the stewardship of Capri Holdings, has declared (G)I-DLE’s starlet, Cho Mi-yeon, its newest global brand luminary.
This exciting camaraderie takes flight with Mi-yeon headlining the brand’s Fall/Winter 2023 campaign, poised to sweep across the globe on August 30th. The synergy of such magnificence promises an exciting visual banquet for fashion aficionados worldwide.
“Mi-yeon is magnetic“, Sandra Choi, Jimmy Choo’s Creative director, couldn’t help but gush. She asserted that the pop maven’s diverse talents, mesmerizing stage presence, and unrivalled personal style beautifully capture the energetic spirit of Jimmy Choo – vivacious, assured, and endlessly creative.
Cho said she loves “the joy and glamour of the collection”, and that she feels “more confident when I am wearing Jimmy Choo”. An insatiable fashion influencer, Mi-yeon has accumulated a dedicated fanbase of 4.4 million followers on Instagram, salivating for her fashion-forward forays into the closets of world-renowned labels like Prada, Bottega Veneta, Burberry, Fendi, and Dolce & Gabbana.
Unsurprisingly, the Asian landscape has long been a fertile breeding ground for Jimmy Choo’s burgeoning retail expansion. By 2023, the brand’s fashionable footprints can be traced back to 35 retail outlets in Greater China, 16 in South Korea, and 45 in the Land of the Rising Sun – Japan -, constituting a staggering 44 percent of its global retail presence.
Just a year prior, Jimmy Choo welcomed its first South Korean ambassador, the accomplished actress and songstress, Son Na-Eun. The brand’s Chief Executive Officer, Hannah Colman, shed light on the brand’s deep-seated kinship with South Korea, a bond further solidified through strategic product placements in popular television dramas and a successful partnership with stylist YK Jeung.
This glowing endorsement of Mi-yeon as the newest global brand ambassador adds yet another shimmering layer to Jimmy Choo’s burgeoning appeal in the region. As Colman highlighted, “These projects celebrate Jimmy Choo’s inherent connection to celebrity and creative talent. The appointment of Mi-Yeon as our global brand ambassador is an exciting milestone for us adding another layer to our brand affinity in the region“.