'Squid Game' catapults HoYeon Jung off the runway into superstardom
The model hasn't forgotten her fashion roots though — she's recently signed deals with Louis Vuitton and Adidas
Image: Louis Vuitton
HoYeon Jung has been catapulted off the runway into superstardom with her heartbreaking portrayal of a North Korean defector in the hit Netflix show Squid Game.
Her costume in the show, a teal tracksuit (with the number 067) and white Vans, signals a drastic change from the catwalks she has been known for.
But with over a decade in the modelling industry, her move to acting has been an easy transition for her as she feels that modelling and expressing oneself go hand in hand.
Jung began as a freelance model at Seoul Fashion Week, getting cast in shows without an agent.
Within six years she had found representation, was one of the runners-up in the fourth season of Korea’s Next Top Model, and was the cover model for Vogue Korea.
Having modelled for the big blue-chip brands of fashion — Chanel, Bottega Veneta and Burberry among many others — and being named as one of W magazine’s top 10 breakout models of 2016, her recent superstardom was not entirely unexpected. However, her popularity has soared, going from 400,000 social media followers to 18-million in under a week.
Brands are capitalising on her newfound influence. Four years ago Nicolas Ghesquière, the creative director of Louis Vuitton womenswear since 2013, selected Jung as an exclusive model for the 2017 spring/summer ready-to-wear collection, where she sported red hair and a strapless leather dress. Fast-forward to 2021 and Jung has been announced as the global fashion ambassador for the French fashion house.
Ghesquière said of the partnership: “I immediately fell in love with HoYeon’s great talent and fantastic personality, and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago.”
Jung said she is “honoured to kick-start my acting career with Louis Vuitton, which I’ve worked with throughout my modelling career. I’m looking forward to the partnership as a global ambassador for the brand.”
The maison hasn’t shared any news of future campaigns; however, a preview image (pictured) on Jung's Instagram, showing off Louis Vuitton’s new black Twist bag, a double-breasted coat and slingback heels, has garnered more than 7.5-million likes and 40,000 comments.
The global mega-holding company behind Louis Vuitton, LVMH, has focused on the Asian market as luxury pandemic sales in Europe have soured. Jung joins an elite group of Korean stars representing major LVMH brands. The record-breaking multi-platinum K-pop band BTS are the Louis Vuitton men's wear global ambassadors, and massively popular South Korean girl band Blackpink has their members Jisoo and Rosé represent Christian Dior and Tiffany, respectively.
ADIDAS UPDATES THE UNIFORM OF THE PANDEMIC
Jung has swapped the infamous teal tracksuit she wore in Squid Game for a denim one in Adidas Originals’ latest Adicolor campaign.
The Covid-19 pandemic has seen a surge in the popularity of athleisure wear.
Squid Game, however, has brought a new dimension to slip-on shoes and monochromatic tracksuits, redefining the uniform of Covid-19 as one representing widespread debt and desperation (and driving sales of white Vans sneakers up 7,800%, according to SoleSupplier).
Adicolor is the athletic and streetwear brand’s collection of modern reissues of classic silhouettes and pieces.
Jung fronts the campaign in the signature three-stripes, which was first shown on Instagram, getting just under 9-million likes in a week.
Her denim-inspired full tracksuit and sporty sneakers are paired with a statement belt, and showcase Adicolor’s contemporary appeal.
Further images show her in a turquoise sweatshirt with several delicate necklaces.
With Halloween just around the corner, retro light blue and numbered tracksuits are guaranteed to be the must-wear costume of the year.
Adidas’s timely use of Jung as a representative makes its tracksuits and shoes very appealing for a trend-focused and hype-driven market, yet the tailored nature of the capsule ensures more longevity past the night of the 31st.
That being said, the merchandising department of Netflix has missed a trick with their own drop of Squid Game merchandise, focusing on personalisation and references to the show rather than Squid Game’s statement tracksuits or even burgundy overalls.
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