A South Korean breakout star is now a haute fashion it-girl.
Fresh off the viral success of the Netflix Korean series ‘Squid Games’, Louis Vuitton ropes in actress Jung Ho-yeon as its newest global ambassador.
Jung starred in the television series as the fiery, street-savvy North Korean defector Kang Sae-byeok, who manages to make it to the final stages, albeit with some questionable yet morally-stuck players .
Louis Vuitton made the announcement of Jung’s ambassadorship fresh off the premiere of the series, and after their showcase during Paris Fashion Week 21/22.
“It is an honor to start my acting career with Louis Vuitton, the brand I have modeled for. I look forward to all the moments with Louis Vuitton as a global ambassador,” she said.
Jung hit the spotlight through modelling, after placing second place in the fourth season of Korea’s Next Top Model series in 2015, before making her runway debut in 2016 with Louis Vuitton exclusively during their ‘Opening Ceremony’.
Other brands she has worked with include Marc Jacobs, Fendi, Max Mara, Prabal Gurung , H&M, Burberry and Chanel.
Jung joins the company of tennis star Naomi Osaka and South Korean boy band sensation BTS.
“I immediately fell in love with Ho Yeon’s great talent and fantastic personality, and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago,” added Nicolas Ghesquière, artistic director of women’s collections.
Squid Game is the first Korean drama series to top Netflix’s top 10 weekly most-watched TV show charts worldwide and even reached no. 1 in various countries, including the U.K. and U.S