Shinsegae International Launches UGG Summer Marketing Campaign

Shinsegae International announced on the 4th that UGG, which it imports and sells, has appointed Soyeon, a member of the popular idol group (G)I-DLE, as its exclusive domestic model starting this month and will launch full-scale summer marketing activities.

Shinsegae International announced on the 4th that UGG, which it imports and sells, has appointed Soyeon, a member of the popular idol group (G)I-DLE (photo), as its exclusive domestic model starting this month and will launch full-scale summer marketing.
[Photo by Shinsegae International]

According to Shinsegae International, Soyeon is the leader of (G)I-DLE and a representative talented artist of Generation Z who writes, composes, and produces most of the group's albums herself. She showcases a girl crush charm with her unique personality and charisma, boasting a large fandom both domestically and internationally.

UGG explained that Soyeon was selected as the model because her confident charm and actions align with the brand concept that pursues free self-expression. Given her attention-grabbing bold and distinctive music and fashion style, they expect a positive synergy with UGG.

The brand campaign featuring Soyeon was planned under the theme "UGG Wonderland." The large, colorful sandals placed on a vast grassy field stimulate imagination as if dreaming.

Soyeon perfectly embodied the summer sandal collection, including "Aww Yeah" and "Foam O Slide," radiating free and positive energy. The newly introduced summer sandal line this year is characterized by bold colors and designs, boasting the comfortable fit unique to EVA material.

A UGG official from Shinsegae International said, "The summer sandal collection launched last month has received a good response despite being in its early stages," adding, "As UGG is re-emerging as a hip brand mainly among young people, we plan to continue aggressive online and offline marketing activities this summer with Soyeon."

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