CHARLES AND KEITH, the famous go-to footwear, accessories, and handbag company, announced the renowned South Korean K-pop band ITZY as their new Brand Ambassador. The famous Singapore-based fashion brand collab with a group of five girls for their 2022 summer campaign. Here is everything you need to know about ITZY’s first CHARLES AND KEITH campaign as a Brand Ambassador.
Formed in 2019, ITZY is a K-pop band formed by JYP Entertainment. The group consists of five girls named Yuna, Chaeryeong, Liya, Ryujin, and Yeji. The group came into sight for the first time with their single album It’z Different. Cast by JYP Entertainment, Chaeryeong made her first TV appearance in the K-pop star 3 TV series after being rejected by Fantagio. Chaeryeong was the first member of ITZY. Later Ryujin was selected from the Got7 concert and trained under JYP before joining ITZY. Then Yuna was discovered by the company where Yeji was auditioned. And a few years later, Lia joined as the last member of ITZY. So, this is how the group was formed.
Talking about the career breakthrough, it happened after the release of “Dalla Dalla”. The band made one of the biggest Billboard debuts by entering at number two on World Digital Song Sale chart. Awards that the group received are Rookie of the Year at the 34th Golden Disc Awards, Gaon Chart Music Awards, 2019 Melon Music Awards, 2019 Mnet Asian Music Awards, and the 29th Seoul Music Awards.
CHARLES AND KEITH’s background
Founded in 1996, CHARLES AND KEITH, known short as C&K, are Singaporean fashion house that is famous for its luxury goods and accessories. The company was initially started by Charles Wong and his brother Keith Wong. Working at their parent’s shoe store, they always wanted to learn about the shoe business before opening their first store on 1996. Initially, according to public feedback, the company started to manufacture its own designed shoes in 1997. This strategy helped the company to gain more customer satisfaction and attention, which helped them to expand. By 2014 the company had built its first online presence. In 2005 the company started selling men’s footwear, stretching to other accessory products like belts, sunglasses, and other higher-end products. In 1998 Charles and Keith started selling abroad. The company hit its first three hundred-plus stores by the year 2013.
ITZY’s role as the Brand Ambassador of CHARLES AND KEITH
According to official statements, the mission of all the girls in ITZY is to empower women’s power. ITZY commented on their new role, “It’s an honor to be introduced as the new global brand ambassadors of CHARLES & KEITH! We’re so eager for this new relationship as we’ll be able to show our exceptional chemistry and the various new sides of ITZY with the company.”
They could not hold back more for ITZY to join the CHARLES AND KEITH side, as mentioned by the co-founder of the company Keith Wong. The famous Singaporean brand stated on their site on ITZY about their new role, “As the voice of a new era, these top-notch girls portray bold originality and nonconventional spirit that in all respects align with CHARLES & KEITH’s brand visual perception. Our Fall 2022 collection featuring ITZY will be obtainable in retail stores and on CHARLESKEITH.COM in August 2022.”
The campaign will officially go live on the 16th of August, and the main priority for the company will be to initially start the fall 2022 campaign with the “Lula” series. “Standing tall and prepared in the Lula shoes, ITZY characterizes strong, modern femininity. Rounded silhouettes, sturdy, soft platform soles, elevating a glossy sheen refresh timeless styles such as pumps and block heels, Mary Janes, boots, and loafers, setting them safely in the here and now.”
