Rising K-pop group, Enhypen is on its way to becoming fashion icons. The septet—Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo and Ni-ki—were selected by French fashion brand, Ami as its first house ambassadors. Ami is a new luxury brand fast becoming popular in South Korea, recording a sales growth rate of nearly 300 per cent every month. They are recognised for their logo of a heart with the letter A.
Enhypen was tapped as global ambassadors for their energy, authenticity and message of inclusivity from the group resembles Ami, according to founder and creative director, Alexandre Mattiussi. In an Instagram post, the fashion brand also posted the following caption: "Inspired by the ‘hyphen(-)’ that connects one word to another, the new K-pop sensation connects people and the world through their music".
As house ambassadors, the South Korean group and the French brand will be collaborating on a series of projects, tightening the friendship between Paris and Seoul. "Their exploding social media presence also reflects their ability to connect with global fans, fulfilling their original purpose: to connect people and the world through their music," said the brand in a statement.
Ami was first founded in Paris in 2011, making 2021 their 10th anniversary. Its name means friend in French and also stands for a relaxed, authentic and friendly approach to fashion. The brand caters to both men and women, offering casual and chic outfits that appeal to millennials and Generation Z consumers. It's no surprise that Enhypen was chosen given that the members are in their teens—the ideal ambassadors to tap into younger consumers. Their "authenticity, freshness, confidence and joy" are also reasons why they are selected.
Enhypen, formed by Belift Lab which is a joint venture between Korean entertainment and retail company CJ ENM and BTS' label, Hybe Corporation. They were selected through the 2020 survival competition, I-Land. This rookie group sings in three languages—Korean, English and Japanese—thanks to its multinational members with Ni-Ki coming from Japan, Jay born in the US and Jake raised in Australia.