Swarovski announced on the 27th that they have chosen LE SSERAFIM‘s leader, Kim Chaewon, as their Korea brand ambassador. Since their debut in 2022, LE SSERAFIM has rapidly grown, securing their place as global artists, with their title track “EASY” from their third mini-album released in February even ranking on the U.S. Billboard Hot 100. The group’s leader, Kim Chaewon, is gaining attention as an “all-around” member, recognized for her trendy style, as well as her vocal and dance skills.
This partnership is said to align well with Swarovski’s brand image of “Joyful Extravagance,” as well as with Kim Chaewon’s healthy and bright charm, which has won her global love beyond Korea. As a brand ambassador, Kim Chaewon will showcase Swarovski’s iconic “Millenia” collection, among other jewelry pieces, and communicate the brand’s values and messages in conjunction with pop culture to the public.
Meanwhile, the first collaboration between Swarovski and Kim Chaewon for LE SSERAFIM can be seen on the digital cover of Marie Claire’s September issue, available on Marie Claire’s website and social media platforms.