Louis Vuitton has appointed South Korean new-debuted actress, Squid Game star Hoyeon Jung as its new global house ambassador for fashion, watches and jewellery.
The appointment comes after her successful debut in the series, Netflix’s most popular series ever and the first Korean program to rate number one globally on the platform.
Hoyeon has recently become the most-followed actress in South Korea. Before her acting career, she was a renowned fashion model.
According to LVMH, the Squid Game star embodies the “independent Louis Vuitton woman”. Prior to her new role with the brand, she appeared on Louis Vuitton’s runway in 2017 showcasing its ready-to-wear collection.
“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 Ghesquiere, creative director at Louis Vuitton.