Fashion Company Employees Actively Participate... "Modeling in Front of the Camera"

"Direct Promotion and Marketing"... Product Planners Personally Recommend Products and Suggest Styling

Mountia 'Mountia FW Styling Video Suggesting MD'.

[Asia Economy Reporter Lee Seon-ae] Employees in the fashion industry are stepping forward as brand models themselves. Employees who directly face consumers attract great favor with their natural and friendly charm, different from professional models, sometimes with personalities and wit comparable to celebrities, and an attitude full of pride in the brand.

According to industry sources on the 30th, outdoor brand Mountia recently released three videos titled “Mountia MD’s Suggested Mountia FW Styling.” Mountia’s product planners explain the features of recommended products, including unfamiliar and complex outdoor functional materials and technologies, in an easy-to-understand way, giving the impression of facing a personal shopper.

They also show direct wearing shots and share stylish styling tips using their products. Especially, the know-how of employees with extensive product knowledge and experience is cleverly edited to capture both trust and fun.

A Mountia official said, “Employees popular among consumers sometimes gather as much attention as famous models,” adding, “As the retail industry actively utilizes in-house personnel and competition intensifies, content that sincerely reflects the uniqueness of employees and brands will become more important than simple events.”

Black Yak attracted attention by releasing a video on its YouTube channel where MDs watch the music video “Departure” by Kang Ha-neul and Kim Dong-ryul, planned for the 20FW BAC campaign, in real time while introducing the products worn by Kang Ha-neul in the video and sharing fall and winter coordination tips.

Samsung C&T Fashion Division’s “8Seconds” employees appear on the “Jik(won)Cam” YouTube channel, showing 20-something employees awkwardly promoting products, receiving responses like “cute” and “cheering.” Along with this, they operate an Instagram account called “Hoesenter (stylish coordination for going to work),” where male in-house models set as team leaders, managers, and staff showcase styling by age and body type. A distinctive feature is that the employees’ faces are covered with large swimming goggles to focus attention solely on the fashion.

Sustainable lifewear brand NAU had its employees participate not only as models but also in planning, shooting, and editing the summer lookbook. Employees proposed trendy styling reflecting their tastes and lifestyles using the brand’s items, presenting a creative and differentiated lookbook that broke away from the conventional rigid format.

Polham Kids’ campaign lookbook featured children of executives and employees. Eight children and nephews of executives and employees working at Polham Kids participated as models, adding authenticity and meaning to the campaign lookbook titled “We make honest clothes that we are not ashamed of for our children.”

In addition, many fashion brands such as Musinsa and LF are proving the in-house model trend by introducing their employees’ commuting looks and coordination know-how.

A fashion industry official explained, “With a high understanding of the brand, employees naturally share the brand’s values and form trust between consumers and the brand, so cases of in-house employees appearing as models or in promotional content are increasing.”

This content was produced with the assistance of AI translation services.