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Charles & Keith names Kpop group Itzy as brand ambassador

(Source: supplied)

Singapore-based fashion brand Charles & Keith continues to lure Gen Z consumers with the appointment of the rising Kpop all-girl group Itzy as its newest global brand ambassador. 

In their new role, Itzy’s members will front Charles & Keith’s upcoming Fall 2022 campaign, which will go live on August 16. Itzy follows Krystal Jung, who was appointed as the brand’s first global ambassador earlier this year. The new campaign will debut the brand’s key style, Lula patent bags and shoes. 

“As the voice of a new generation, the Itzy girls aren’t afraid to be true to themselves, and that’s what makes them the perfect addition to our family,” said Keith Wong, co-founder of Charles & Keith. 

Itzy, which made its debut in 2019, has recently released an album dubbed ‘Checkmate’. Charles & Keith’s recent selection of Korean celebrities as brand ambassadors reveals the company’s intent to appeal to younger consumers, many of whom are influenced by K-culture and entertainment.

The appointment coincides with recent reports of the brand seeking to sell a 20 per cent stake

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