South Korean girl band Le Sserafim were the star attraction at the after party following Louis Vuitton‘s monumental fashion show last April on the Jamsugyo Bridge in Seoul. Now the five members of the group have signed on as house ambassadors, making their debut in the campaign for a capsule collection of bags exclusive to the South Korean market.
The images were shot in a studio in Seoul against a backdrop evoking the iconic bridge spanning the Hangang river, which has appeared in many films. To amplify the visual impact of the runway, Vuitton had enlisted “Squid Game” director Hwang Dong-hyuk to help build the scenography for the show.
Kim Chaewon, Hong Eunchae, Sakura, Kazuha and Huh Yunjin are pictured in the first campaign image wearing looks from the pre-collection. Nicolas Ghesquière, artistic director of women’s collections at Vuitton, said he was excited to welcome the rising talents to the fold.
“We met for the first time at my pre-fall show in Seoul and I really loved the energy they brought to the after party with their performance. They each have such a unique style that together feels very cool and authentic,” he said in a statement.
The capsule, landing in stores and online on Friday, includes 16 bags that are exclusive to South Korea and eight that will be rolled out worldwide at a later date.
They include variations and redesigns of signature styles, among them exclusive colorways of the GO-14, a bag inspired by the quilted lining inside the brand’s historic trunks, and the Noé Purse, reinterpreted with a twist inspired by the Bokjumeoni, a traditional bag that symbolizes good fortune.
Le Sserafim, an anagram of “I’m Fearless,” made their debut in May 2022 with the EP “Fearless,” followed by their first studio album “Unforgiven” a year later.
The first girl group to debut under Hybe, the entertainment company that’s home to major acts including BTS and Enhypen, they are set to release a new English single titled “Perfect Night” on Oct. 27.
Reflecting the band’s instant chart success, the Grammy Museum said Le Sserafim will take part in a conversation followed by a performance on Nov. 2 as part of Global Spin Live, a live event extension of the popular online series Global Spin showcasing global music artists.
Other Vuitton ambassadors affiliated with K-pop include Felix of Stray Kids, J-Hope from BTS, Jackson Wang and Hyein from NewJeans. BTS were previously signed as collective ambassadors for the French luxury brand.
