Rosé, Kim Tae-ri, Jang Won-young, Son Na-eun…The model replacement trend of the 2022 Fashion-Beauty industry

The fashion-beauty industry has started to replace models in large numbers ahead of the fall season.

The fashion-beauty industry has started to replace its models in large numbers ahead of the fall season. After completing the contracts with muses that have been together with them for a long time, brands are starting to attract consumers’ attention by using new faces. In particular, the number of model changing cases centered on stars who are trendy among the MZ generation is increasing. 


First of all, AmorePacific has selected Rosé, a member of the girl group BLACKPINK, as the model for its luxury cosmetics brand Sulwhasoo on August 31st. Rosé was chosen as the representative face instead of Song Hye-kyo, who has been with Sulwhasoo for the past 21 years and was selected as the first main model since the launch of this brand. 

Song Hye-kyo is said to continue as the muse of AmorePacific’s inner beauty brand Vital Beautie. Analysts say that replacing Song Hye-kyo, a representative Korean Wave star who has been with Sulwhasoo for a long time, with Rosé may have indicated the brand’s strong will toward the global market.

Song Hye Kyo

This is because BLACKPINK, to which Rosé belongs, has a strong influence in the global market. They also show their will to target the MZ generation, which has emerged as a new consumer group. AmorePacific has already selected Jennie as the muse for another of its luxury brands, Hera.

This is not all. Outdoor brand Kolon Sport selected actress Kim Tae-ri as a model and released its first pictorial with the actress. Kim Tae-ri showed that she can digest outdoor looks in a trendy way by pulling off hiking fashion in the forest that reminds us of autumn with her own fresh feeling.

kim tae ri

IVE Jang Won-young became the new face of outdoor brand Eider along with actor Park Bo-gum. Eider, which previously had actor Kim Woo-bin as its advertising model, plans to renew its contract with Park Bo-gum and introduce stylish products by joining hands with Jang Won-young for the first time.

ive wonyoung

On the other hand, Son Na-eun became the new face of fashion brand JJ JIGOTT. She took over the baton of Hyeri, who worked as JJ JIGOTT’s model earlier. Although both were born in 1994, the brand seems to be trying to attract consumers’ attention once again and increase the advertising effect by replacing its model.

Source: star ytn

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