The South Korean actor made his grand debut at the Cannes Film Festival at the ‘Hopeless’ Movie Premiere in Louis Vuitton.
Song Joongki, the charming South Korean actor, was announced as Louis Vuitton’s newest house ambassador on 24th May, dressed in a long white overcoat and a patterned co-ord with LV motifs running all over.
He joins a roster that includes rapper, J-Hope and NewJeans’ Hyein as the brand’s South Korean representative.
The actor also attended the 76th Cannes Film Festival for the first time, for the premiere of the crime thriller Hopeless, a low-budget movie directed by Kim Chang-hoon — Kim’s debut feature film. At the festival, Song was dressed in Louis Vuitton again, in a navy embroidered blazer with white denim pants, a navy tee shirt and black Chelsea boots at the “Hopeless” Photocall. His gentlemanly debonair was reflected in his classic ensemble. To turn up at one of the most prestigious film festivals in the world, has been a long time coming for the actor in his remarkable 15-year acting career — another milestone to add to his list.
The French luxury house bringing Song onboard has been a long time coming since it has become the de rigeur for fashion houses to appoint Korean celebrities as their brand ambassadors. Given the Hallyu phenomenon, its widespread influence paves a natural path for them to appoint Korean A-listers as the face of them, propelling these high-fashion brands to connect to a global audience.
Song’s appointment is also timely one as it adds up to the list of anticipated events building up to the brand’s inaugural upcoming men’s Paris fashion week in June, under their new creative director. As the actor makes a mark for Louis Vuitton, we are sure the partnership is set to make more moves.
Once you are done with this story, catch up with the rest of our May 2023 issue here.
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