Charles & Keith has named K-pop star and actress Krystal Jung as its first global brand ambassador. 

Jung will feature in the Charles & Keith Blooming Spring campaign for Spring 2022. The Korean-American star will appear in exclusive video content, where she will showcase her different sides and address questions on all things fashion lifestyle.

Co-founder Keith Wong said Jung’s spirit closely aligns with the values of the brand and the Charles & Keith family. 

“Known for her keen sense of fashion, the multi-hyphenate who was a member of the K-pop girl group F(x), is the embodiment of the modern-day woman, who strives to be the most authentic version of herself,” the company said. 

Krystal Jung debuted as a member of the K-pop girl group, F(x), in 2009. Besides being a singer, she has also starred in a variety of South Korean drama series, including The Heirs and Prison Playbook. 

“I appreciate the brand’s consistent endeavour to empower women through fashion over its 25-year history – creating beautifully crafted collections that feature a wonderful balance between on-trend styles and classic wardrobe staples,” Jung said of her new role.

“Spring holds a special place in my heart – you always get the sense that it’s a season for renewal and optimism – the perfect time to kick-start this collaboration.”