LONGCHAMP reveals South Korean singer and actress Kim Se-Jeong as their new ambassador and the new face of Asia.
Known natively for her local films and series, the 26-year-old shot to international prominence when the SBS romantic comedy series, Business Proposal, in which she starred in, became one of the most popular non-English shows on Netflix in 2022. Alongside this, the star has received a jarful of winning plaudits for her acting, including the Asia Artist Awards (AAA) and the Best Actor Award in 2022.
Markedly, Kim Se-Jeong has more than nine million followers on her Instagram and has gained legions of fans across Asia for her lively and relatable personality. With her humble warmth, she was the perfect embodiment of the authentic Longchamp ambassador.
Shot in Seoul, the campaign was overseen by Longchamp Creative Director Sophie Delafontaine and included looks from the season’s Glamping ready-to-wear collection. With highly saturated colours, bold prints and a glimpse of the Longchamp’s star bags, the visuals support Se-Jeong’s bashful personality.
“We are delighted to welcome Kim Se-Jeong to the Longchamp family,” comments Sophie Delafontaine. “Not only is she an exceptionally talented performer, but her joy and energy make her great to be around. As for modelling, she was a complete natural – genuinely at ease in front of the camera and amazingly photogenic.”
by Alicia Tomkinson