CJ OnStyle Fashion Brand 'The Edge' Selects Actress Lee Sung-kyung as New Model

CJ OnStyle Lee Sung-kyung Photo Shoot.

[Asia Economy Reporter Jeon Jinyoung] CJ OnStyle announced on the 21st that it has selected actress Lee Sung-kyung as the new model for its representative fashion brand, The Edge. Lee Sung-kyung will actively promote the brand as its muse starting from The Edge's 2022 spring season.

The core keywords of The Edge brand, ‘stylish’ and ‘trendy,’ are said to align well with the image Lee Sung-kyung has portrayed in dramas and films. CJ OnStyle stated that her excellent physique and exotic, sophisticated appearance have earned high recognition and preference among the brand’s loyal customers, leading to her selection as the new model.

Lee Sung-kyung’s social media following, which exceeds 13 million followers, is also expected to help engage actively with The Edge’s main customer base. The number of followers is one of the measures of a star’s popularity, and Lee Sung-kyung ranks among the top domestic actresses in this regard. Going forward, The Edge plans to expand new customer touchpoints by releasing various visual content featuring Lee Sung-kyung through its official SNS channels.

The Edge is CJ OnStyle’s in-house fashion brand first launched in 2011. It has ranked first in CJ OnStyle’s hit products for five consecutive years since 2017. Last year, the brand’s annual order volume reached 2.15 million units. The Edge offers a variety of styles ranging from casual to formal looks under the concept of “Styling Today.” The brand’s product lineup includes about 80 items annually, covering tops, bottoms, outerwear, and shoes, allowing for full coordination with The Edge products alone.

On the same day at 7:35 PM, The Edge will unveil its SS season new products through CJ OnStyle, marking a full-scale entry into the spring fashion market. Considering the fashion trends of the new normal era, the brand plans to mainly showcase products that combine comfort with style. On the 21st, customers can check out the brand’s signature items, the ‘Wearable Spring Suit Setups’ consisting of five pieces, including jackets, pants, and printed blouses. On the 22nd at 7:35 PM, the broadcast will introduce floral dresses, cape jackets, argyle knits, and more.

A CJ OnStyle The Edge representative said, “We expect that actress Lee Sung-kyung’s unique sophisticated aura and stylish traits will help enhance the brand image,” adding, “We hope that through Lee Sung-kyung, The Edge’s seasonal products will approach customers in a fresher and more approachable way.”

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