Jimmy Choo, the accessory brand under Capri Holdings, has chosen Mi-Yeon Cho, a member of the popular K-pop group (G)I-dle, as its newest global brand ambassador. As part of her ambassadorship, Cho will take center stage in the brand’s highly anticipated fall 2023 campaign set to launch on 30 August.

Sandra Choi, the creative director of Jimmy Choo, praised Cho’s magnetic allure, acknowledging her musical talent, captivating performances, and unique personal style, which perfectly embody the confident, playful spirit, and creative energy that Jimmy Choo represents.

With over 4.4 million followers on Instagram, Cho has amassed a dedicated fan base that adores her impeccable fashion sense. Her fashion journey includes collaborations with top brands like Prada, Bottega Veneta, Burberry, Fendi, and Dolce & Gabbana.

Jimmy Choo has been actively targeting the Asian market, establishing a strong presence with 35 stores in Greater China, 16 stores in South Korea, and 45 stores in Japan, accounting for 44 percent of its global retail presence as of 2023.

The brand’s recent collaboration with the iconic Japanese anime series, “Pretty Guardian Sailor Moon,” further solidified its commitment to Asian audiences. Additionally, last year, Jimmy Choo appointed South Korean actress and singer Son Na-Eun as its first South Korean ambassador.

Hannah Colman, the CEO of Jimmy Choo, emphasized the brand’s long-standing ties to South Korea, with various brand activations, product placements in popular TV dramas, and collaborations with renowned stylist YK Jeung. The addition of Mi-Yeon as a global brand ambassador marks an exciting milestone for the brand, strengthening its affinity and appeal in the region.