Fashion retailer Revolve has teamed up with Jeon Somi, recruiting the South Korean-Canadian K-pop artist as the brand's first global brand ambassador.
"Cool Girl Fall with Jeon Somi" brings her energy to a new collection inspired by 90s colors, featuring a special edit highlighting the idol's distinct style that fuses music and fashion.
This will include a selection of curated pieces that reflect Somi's fashion sensibilities, as well as a custom look created for the campaign.
Revolve shared photos from the edit in an Instagram post, where Somi stuns in a set of racing-inspired ensembles.
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In a press release, Revolve Chief Brand Officer Raissa Gerona touched on the historic first global campaign's aim of supporting Revolve's brand growth in Asia. She also highlighted Somi's position as a major trendsetter and pop culture figure:
"Somi has a massive, highly engaged fanbase and is a major cultural influence and trendsetter while always staying authentic to who she is.
Together, we aim to create a synergy that celebrates her artistic vision and resonates with fans worldwide, fostering a deeper connection between music and fashion."
Somi's role as a brand ambassador will also involve the use of her music in Revolve's upcoming marketing campaigns, social media content, and special appearances.
The collection, which debuted online at Revolve's website on October 17, includes over 300 items with prices ranging from $125 to $1,790.
Somi, who boasts over 19 million followers on Instagram, is a fitting brand ambassador for the upstart brand, which initially gained popularity by appealing to online figures such as Kendall Jenner.
By placing a strong emphasis on influencer marketing, Revolve has found a tried-and-tested method that attracts a large audience within its target demographic.
Who is Somi?
Jeon Somi, who began her career in 2016, initially rose to fame as a standout member of the short-lived but beloved K-pop group I.O.I.
Leveraging her massive popularity, she joined YG Entertainment subsidiary The Black Label as a solo artist in 2018.
Since then, she's released a number of hit singles, including "Dumb Dumb," "Fast Forward," and "Ice Cream," which came out earlier in August.
Somi recommended Revolve as her top shopping pick for clothes that complement her style, both on and off the stage.
She also expressed her excitement at being able to introduce the brand to the K-pop community.
"It's important to me that this collaboration resonates with my fans, creating something they will truly enjoy and connect with. I am always pushing the boundaries of how to engage with my fans, and REVOLVE is the perfect way to do that," she concluded.
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Aside from her latest stint with Revolve, Somi has also worked with an impressive slate of brands, previously becoming an ambassador for Converse, Lacoste, The North Face, and Prada.
Fans of the idol and Revolve can look forward to more new content in the coming months.
This campaign is just the latest in a long line of collaborations between fashion brands and K-pop idols.
Last month, K-pop girl group NewJeans became the final addition to Calvin Klein's massive Fall 2024 campaign.
