Cover f(x)’s Krystal has been appointed as Charles & Keith’s first-ever global ambassador (Photo: Charles & Keith)

The singer and actress was appointed the first-ever global brand ambassador for Charles & Keith earlier this month

This article was originally published in January 3, 2022 and was updated on January 28, 2022.


Krystal Jung, member of the Korean girl group, f(x) has been appointed as Charles & Keith’s first-ever global brand ambassador. More popularly known as just Krystal, the singer and actress is tasked to continue the brand’s vision to empower women around the world to express themselves freely through fashion.

The lead vocalist is known for her keen sense of fashion and a sharp eye for fashion trends. In a statement, Charles & Keith chose the multi-hyphenate artist as she embodies the look of a modern-day woman, always striving to be the most authentic version of herself.

“Charles & Keith has always celebrated women, encouraging their expression of individuality and style through our collections. We’re thrilled to welcome Krystal, whose spirit closely aligns with our brand values, to the Charles & Keith family,” says Keith Wong, co-founder of the brand. “Together, we hope to inspire women all around the world to showcase their personal style—fun, freely and to flourish,” he adds.

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Talking about her new role, Krystal says, “I am truly honoured and proud to be the first global brand ambassador of Charles & Keith. 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.”

Krystal kicks off her ambassadorship by headlining the brand’s spring 2022 campaign. There, Krystal is whisked into an enchanted garden where she channels cool-girl chic in monochrome outfits, paired with brightly coloured bags or shoes that perfect contrast her wardrobe and mirror her daily fashion sensibilities.

“My favourite bag is the candy-hued Koa handbag—it has a very classic appeal in terms of shape and size, while the fresh green and orange tones inject a beautiful pop of colour to any outfit,” she says. “Am also loving the 90s video game-inspired throwback with pixelated prints, I can see myself living in the floral print Alex tie-up sandals and garden-style clogs the entire season,” she adds.

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