Kenzo Joins The K-Pop Endorsement Bandwagon 

LVMH-owned Japanese luxury brand Kenzo is the latest to have a K-pop star as its global ambassador.

Vernon, a member of K-pop boy band Seventeen, is joining Kenzo, as its newest celebrity endorser. 

The deal , which was forged before Paris Fashion Week late last month, will see Vernon spearhead various Kenzo campaigns, ranging from apparel to sneakers.

“I feel honoured and fortunate to be Kenzo’s global ambassador. I’m excited to explore the synergy this partnership will introduce and look forward to showcasing a new side of me to fans around the world,” added Vernon.

The K-pop star’s endorsement deal with Kenzo comes fresh after Ferragamo and Valentino secured deals with Asian celebrities to win over the region’s high-end consumers.  Ferragamo appointed  K-pop idol Jeno Lee as the brand’s first global male ambassador while Valentino has popular Chinese actor Yang Yang as its latest brand ambassador.

According to ASN data, LVMH’s sponsorship investment for Q323 is projected to reach US$17m,  a significant jump from the average quarterly investment of US$12.5m since Q420. Obviously, China (79.3%) and South Korea (7.9%) tend to be the bulk of the investment with celebrity endorsements in the lower six-figure end  dominating.