Cover Itzy is the new global brand ambassador of Charles & Keith. (Photo: Charles & Keith)

Hot from the release of Checkmate, the K-pop girl group makes their debut as Charles & Keith brand ambassadors

It’s all about Itzy: the K-pop girl group has been appointed as the new global brand ambassador of Charles & Keith, joining fellow South Korean celebrity Krystal Jung.

Itzy, comprising members Yeji, Lia, Ryujin, Chaeryeong and Yuna, is known as much for their chart-topping singles like Wannabe and Icy as their style.

The girl group’s high-octane music videos have amassed millions of streams with their dynamic dance moves and striking outfits, but Itzy has also gone viral for their off-duty looks. Charles & Keith is the latest fashion brand to tap onto the trendsetters, following the likes of Louis Vuitton and Burberry.

In a statement, the Singapore fashion brand described Itzy as “arbiters of fashion” who “constantly empowers their fans to express themselves and live boldly with an authentic and unapologetic spirit.”

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“We could not be more thrilled to have Itzy join the Charles & Keith family as the newest face of our brand,” said brand co-founder Keith Wong. “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.”

Talking about their new role, Itzy shared, “It’s an honour to be introduced as the new global brand ambassadors of Charles & Keith! We’re so excited for this new relationship as we’ll be able to show our unique chemistry, and the many new sides of Itzy with the brand.”

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Indeed, the quintet shows off a sophisticated side for their first Charles & Keith campaign lensed by Kim Hee June, featuring the brand’s Fall 2022 collection. Looking sharp in their city-chic outfits, the Itzy girls channel their inner supermodels while flaunting the glossy Lula bags and shoes in timeless hues like black, white, red and deep green.

Discover the campaign below.

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