"New Wine in New Wineskins" Fashion Industry Rebrands with Fresh Faces

Nepa selects Yoo Ah-in as new model... Kolon replaces with Kim Tae-ri
Series·GI targets female fans with popular actors Son Seok-gu and Kang Tae-oh
Time appoints US model Kaia Gerber to target global market

Nepa's model actor Yoo Ah-in

[Asia Economy Reporter Eunmo Koo] As the fashion industry officially enters the fall/winter (F/W) season in the second half of the year, brands are renewing their faces and strengthening marketing efforts. The most active sector is the outdoor industry, where fall/winter sales account for more than two-thirds of total revenue.

According to the industry on the 8th, NEPA has selected actor Yoo Ah-in as its new brand model. After ending its contract with actress Jun Ji-hyun, who had been with the brand for eight years earlier this year, NEPA conducted marketing without a big-name model in the first half of the year. However, it is expected to strengthen its marketing in the second half by appointing a major model again after six months. The company explained that Yoo Ah-in’s free-spirited image aligned with the brand’s direction, which was the reason for his selection.

Kolon Sport also chose change by selecting actress Kim Tae-ri as its new face, replacing actress Gong Hyo-jin, who had been with the brand since 2020. A Kolon Sport official said, “We plan to firmly demonstrate our strength in the second half, which can be considered the peak season for outdoor activities,” adding, “We will focus on lifestyles enjoying light trail running and camping to create a sense of familiarity for MZ generation (Millennials + Gen Z) customers.”

In addition, National Geographic appointed actress Kim Da-mi as its new model, and Eider reunited with actor Park Bo-gum, who recently completed his military service, after two years.

The selection of trending actors is also notable. Kolon FnC’s menswear brand ‘Series’ chose actor Son Seok-gu as its new face this fall, and casual brand ‘General Idea’ recently selected actor Kang Tae-oh, who gained recognition from the drama ‘Extraordinary Attorney Woo,’ as its model. These men’s brands aim to appeal not only to existing male customers but also to female customers by emphasizing the charm of the models, positioning themselves as brands women want their boyfriends or husbands to wear. A Series representative stated, “We will conduct online marketing that stimulates women’s hearts together with YouTubers who have a large female subscriber base.”

Some brands have also ventured into new businesses along with new faces. ‘Studio Tomboy,’ South Korea’s first-generation women’s wear brand launched in 1977 by Shinsegae International, has begun to focus on menswear, selecting Choi Jung-hoon, the vocalist of the band ‘Jannabi,’ as its model and launching full-scale marketing activities. Some are also considering the global market. Handsome selected American model Kaia Jordan Gerber as the face of its women’s wear brand ‘Time.’ A Handsome official said, “With the appointment of Gerber, a global trend icon, we expect to approach not only existing customers but also the emerging new consumer base of the MZ generation in a fresh way.”

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