As the Cold Wind Blows, the Fashion Industry Begins Model Changes

Nepa Model 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 their 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. Earlier this year, Nepa ended its contract with actress Jun Ji-hyun, who had been with the brand for eight years, and conducted marketing without a big-name model in the first half of the year. Now, after six months, Nepa is appointing a major model again to boost its marketing in the second half. The company explained that Yoo Ah-in’s free-spirited vibe aligns well 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 is the peak season for outdoor activities,” adding, “We will focus on lifestyles enjoying light trail running and camping to create a sense of familiarity with MZ generation (Millennials + Gen Z) customers.” Additionally, 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.

Kolon FnC 'Series' Model Son Seok-gu

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 their existing male customers but also to female customers by highlighting the models’ charm, positioning themselves as brands women want to dress their boyfriends or husbands in. A Series representative said, “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 with new faces. ‘Studio Tomboy,’ Korea’s first-generation women’s wear brand launched in 1977 by Shinsegae International, has begun focusing on menswear, selecting Choi Jung-hoon, the vocalist of the band ‘Jannabi,’ as its model and starting full-scale marketing. A Shinsegae International official explained, “The brand’s unique androgynous design has gained popularity not only among female customers but also male customers, which led us to actively enter the menswear business,” adding, “We chose Choi Jung-hoon because we judged that he well represents the brand’s genderless vibe.”

Some are also considering the global market. Handsome selected American model Kaia Jordan Gerber as the face of its women’s wear brand ‘Time.’ Gerber is the daughter of famous model Cindy Crawford and a global celebrity with over 8 million Instagram followers. A Handsome official said, “By appointing Gerber, a global trend icon, as our model, we expect to approach not only existing customers but also the emerging new consumer group, the MZ generation, in a fresh and new way.”

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