South Korean singer and actress Kim Se-jeong – well-known for her starring role in Business Proposal, the SBS romantic comedy series which was one of the most popular non-English shows on Netflix in 2022 – has been named the new face of Longchamp.
With her natural warmth and sparkle, the 26-year-old was the ideal choice to embody the energy and authenticity of the popular French leather goods company.
“The fact that Longchamp and I have much in common means that I feel excited, rather than pressured. It is an honor to collaborate with Longchamp, which to me epitomizes the style of the Parisienne, and I feel we can maximize the relationship by playing to our strengths and similarities,” says Se-jeong, who is fronting the brand’s Spring-Summer 2023 campaign.
In the visuals, which were shot in Seoul in the presence of Longchamp Creative Director Sophie Delafontaine, Se-jeong models key looks from the season’s Glamping ready-to-wear collection, characterized by its bold combinations of colors, prints, and materials. These are accessorized with Longchamp’s star bags, in particular the new Box-Trot in natural canvas and leather or eye-popping candy-pink.
“We are delighted to welcome Kim Se-jeong to the Longchamp family,” comments Delafontaine. “Not only is she an exceptionally talented performer, but her joy and energy make her great to be around. As for modeling, she was a complete natural – genuinely at ease in front of the camera and amazingly photogenic.”
Longchamp is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Cebu, Greenbelt 5, and Rustans.com.