K-Pop girl group ITZY continues to command the attention of the fashion world. In their latest exploit, the five-member act was appointed global brand ambassador of the Singaporean fashion brand CHARLES & KEITH.
In their new role, members Yeji, Lia, Ryujin, Chaeryeong and Yuna—who are known for hit songs like “DALLA DALLA” and “SNEAKERS”—are continuing CHARLES & KEITH’s mission to empower women. “The girls are beacons of pop culture, social media sensation and arbiters of fashion. […] With themes of independence and self-love running through their lyrics, ITZY constantly empowers their fans to express themselves and live boldly with an authentic and vibrant spirit,” the brand stated in the official announcement.
ITZY commented, “It’s an honour to be introduced as the new global brand ambassadors of CHARLES & KEITH! We’re so excited for this new relationship as we’ll be able to show our unique chemistry and the many new sides of ITZY with the brand.”
Renowned for their footwear and accessories, CHARLES & KEITH has grown into an international chain since the opening of its first store in 1996. The Singapore-based brand has previously tapped on the power of K-Pop stars, selecting Krystal Jung as their first-ever global ambassador. Now, ITZY is joining the CHARLES & KEITH family “as the voice of a new generation” and the faces of their Fall 2022 campaign.
As one of K-Pop’s leading girl groups, ITZY has caught the attention of the fashion and beauty industries since debut. In 2019, the then rookies were invited to attend Louis Vuitton’s SS20 fashion show and fronted MAC Cosmetics’ campaign LOVE AT FIRST SWIPE. Later in their career, the group also partnered with Burberry, attending several local events and starring in magazine pictorials. Similarly, ITZY’s popularity has led them to endorse apparel brands such as Adidas and launch collections in collaboration with H&M. In 2021, the superstars also became Maybelline New York’s global spokesmodels.
However, Yeji, Lia, Ryujin, Chaeryeong, and Yuna are not only making waves for their partnerships with fashion and cosmetics companies. ITZY’s girl-crush concepts and off-stage looks have turned them into one of K-Pop’s power players.