BAE WATCH: Su Ji Bae, known by her stage name Suzy, is Celine‘s newest global ambassador, WWD has learned.
The South Korean singer and actress said she is “thrilled” to take on the role for a “brand that is loved for its designs” and one “that embraces multiple generations while embodying the house’s longstanding heritage.”
South Korea is an important and vibrant market for Celine, which later this month plans to open a new flagship in Cheongdam, an affluent neighborhood in Seoul.
Bae first came to fame in 2009 as a member of K-pop girl band Miss A under JYP Entertainment, and made her television debut in 2011 starring in the hit series “Dream High.”
Following the success of her first feature film “Architecture 101” in 2012, her star has continued to rise, earning her the nickname “The Nation’s First Love” amongst some Korean media.
More recently, she has appeared in the series “Vagabond,” “Start-Up,” “Anna” and “Doona!”
Her first project or appearance as a Celine brand ambassador could not immediately be learned.
Bae has an eclectic and feminine fashion sense, with a penchant for crop tops, varsity style and floral minidresses in her daily life. Over the years she has had affiliations with a host of fashion, beauty and timepiece brands, including Longines.
Other global ambassadors for Celine include South Korean singer V, a member of BTS currently in military service, actor Bogum Park and singer Danielle of the group NewJeans.
Luxury brands have been recruiting brand ambassadors at a furious pace in recent years, with a particular focus on K-pop and K-drama stars, and the Southeast Asia region.
