Charles & Keith name Krystal as first-ever brand ambassador

By

Sandra Halliday

Published
Jan 3, 2022

International footwear and accessories brand Charles & Keith has named actress and singer Krystal as its first-ever global brand ambassador.

The 25-year-old Singapore-based company — which sells its products globally — said the move is “continuing its vision to empower women around the world to express themselves freely through fashion”.

The celebrity, who was a member of the K-pop girl group f(x), is “known for her keen sense of fashion [and] is the embodiment of the modern-day woman, who strives to be the most authentic version of herself”, the company said.

The deal kicks off with her fronting the Spring 22 campaign, which highlights this season's key footwear and bags styles from the Blooming Spring collection. The collection includes pieces featuring fresh floral motifs, in pastel tones with bright splashes of colour.

And it said that “both friends and fans alike can also expect exclusive video content, where the talented multi-hyphenate will showcase her different sides and address burning questions on all things fashion lifestyle”.

The Blooming Spring campaign featuring Krystal will launch in February.