BRANDS’ NEW OBSESSION: HOYEON JUNG
DENIZ AKKAYA
HoYeon Jung, one of the leads in the new hit Netflix series Squid Game, has become the it-girl that all brands want to work with.
Squid Game, probably one of the most talked about TV show of our era, has impacted multiple industries since its release. Within days of Squid Game landing on the streaming service, it became the first Korean drama in history to hit the number one spot in the US. Since making her impressive acting debut in Squid Game, Jung has become the most popular Korean actress on Instagram, gaining over 12 million followers and counting in less than a month. The model-actress graduated from Dongduk Women’s University in Seoul where she majored in modeling.
Before making her acting debut in Squid Game, Jung started her career as a model and made her global runway debut in 2016 walking for Louis Vuitton and has walked for the likes of Chanel, Fendi, Bottega Veneta, Versace, Marc Jacobs and MaxMara and was the runner-up on season 4 of Korea’s Next Top Model.
As we keep watching the model-actress in awe, there’s no doubt she’ll keep making waves in the industry.
After the popularity of the show, the actress, became a name that luxury brands longed to work with. On Tuesday Louis Vuitton announced Jung as a new Global House Ambassador. The Korean model and actor, who plays Kang Sae-byeok (No. 067) in the Netflix k-drama, became the newest Global House Ambassador of Louis Vuitton for fashion, watches and jewelry. Other celebs who held this honor include BTS, Sophie Turner, and Naomi Osaka.
‘I immediately fell in love with HoYeon’s great talent and fantastic personality, and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago,’ said Nicolas Ghesquière, Louis Vuitton’s creative director. ‘It is an honour to start my acting career with Louis Vuitton, the brand I have modelled for,’ said Jung. ‘I look forward to all the moments with Louis Vuitton as a global ambassador.’
The actress is also one of the faces fronting Adidas Originals’ latest Adicolor campaign. Adicolor is the sports and streetwear brand’s collection for modern takes on its classic looks. In the videos for the campaign, Jung traded in her teal “067” sweatsuit and white Vans sneakers for a blue denim set with the brand’s signature three stripes.
