Louis Vuitton Welcomes K-pop Sensation Le Sserafim as Brand Ambassadors

The worlds of high fashion and K-pop collide in a new partnership as Louis Vuitton proudly announces its latest brand ambassadors, South Korean girl group, Le Sserafim. What began as a captivating performance at the after-party of Louis Vuitton's monumental fashion show on the Jamsugyo Bridge in Seoul last April has now blossomed into a more formal collaboration.

Kim Chaewon, Hong Eunchae, Sakura, Kazuha, and Huh Yunjin of Le Sserafim are the faces of Louis Vuitton's latest campaign, marking their debut as house ambassadors. Their inaugural appearance graces the campaign for a special capsule collection of bags.

The capsule collection, available in stores and online, showcases 16 unique bags exclusively offered in South Korea, with an additional eight set to be rolled out worldwide later.

Among the styles are creative reinterpretations of signature pieces, including exclusive colour variations of the GO-14, a bag inspired by the quilted lining inside Louis Vuitton's historic trunks, and the Noé Purse, which receives a contemporary twist inspired by the Bokjumeoni, a traditional bag symbolizing good fortune.

Le Sserafim, whose name is an anagram of "I'm Fearless," made their debut in May 2022 with the EP "Fearless" and later released their first studio album, "Unforgiven." Debuting under Hybe, the entertainment company known for major acts such as BTS and Enhypen, Le Sserafim is set to unveil a new English single titled "Perfect Night" on Oct. 27.

Louis Vuitton has a history of partnering with K-pop icons, as Le Sserafim joins the ranks of notable ambassadors like Felix of Stray Kids, J-Hope from BTS, Jackson Wang, and Hyein from NewJeans. Previously, BTS collectively represented the French luxury brand.