Valentino Taps South Korean Actress Son Ye-Jin As New Brand Ambassador
Many might known Son from the mega-hit Korean drama, Crash Landing On You, but the actress rose to fame in her native South Korea with a strong list of romance-themed films and shows in the early 2000s. Thanks to Son's incredible acting chops, she holds about 50 awards under her belt and one of the most sought-after actresses of her generation. But beyond being an award-winning actress, Son is a fashion icon in her own right which she exhibited as the heiress Yoon Se-ri in Crash Landing On You.
Valentino is the actress' latest endorsement following Crocodile's woman apparel and Smart Communications. The worldwide campaign from the fashion brand is the continuation of creative director, Pierpaolo Picciolo's quest for authenticity, inclusivity and individuality by scouting personas—men and women—who embodies the Maison values. The DI.VAs campaign, which stands for different values, seeks to portray a self-expression truth-seeking and intellectual attitude that is both romantic and empathetic. It taps on the present need to identify, to belong yet feel different, to risk and to feel strong.
Son amplifies this narrative with her images, showcasing the South Korean curiosity for street photography, evoking strength, free-thinking, fearless and independence. Her images are shot with lights that reminisce the streetlights of Itaewon, Seoul's vibrant nightlife filled with international flair. Son showcases a magnetic collection of personalities, sporting a bright pink look, a mix of casual and fashionable, a classic black and white outfit, a blossoming style embodying power and elegance among many others.
The South Korean stunner is joined by rising Japanese model Kōki, daughter of well-known Japanese actor, Takuya Kimura and award-winning Chinese actress, Guan Xiaotong as Valentino's DiVa. The three are chosen to celebrate diversity and individuality by tapping the talents of artists from all over the world that have different cultures but embody the same values of the Maison, creating an authentic relationship that becomes a real cultural comeback.
After the success of Crash Landing On You, Son is reported to make her Hollywood debut with Cross, opposite Avatar's Sam Worthington. However, due to the Covid-19 situation, production for the film has been postponed.