Rising star Ho-yeon Jung of the recent Netflix phenomenon, Squid Game, is now Louis Vuitton’s Global Ambassador for fashion, watches, and jewellery. 

Jung plays North Korean Kang Sae-byeok in the hit psychological thriller and has since become the most followed Korean actor on Instagram, overtaking veteran actress Song Hye-kyo and model Lee Sung-kyung, with 15.8 million followers at the time of writing. Her career originally started in fashion modelling for Louis Vuitton’s ready-to-wear campaign in 2017 and also walked for its runway.

Jung also had an appearance on Korea’s Next Top Model — where she came in as runner-up — and starred in shoots for Vogue Girl Korea, Nylon Korea, and ELLE Wedding. She has also featured as the cover star for Vogue Japan, Vogue Korea, W Korea, and Harper’s Bazaar Korea.

• READ MORE: The Rise of Asian Brand Ambassadors

Regarding the appointment, Nicolas Ghesquière said: “I immediately fell in love with [Ho-yeon]’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.”

The breakout star is wearing a beautiful double-breasted coat and a pair of slingback pumps in the campaign image. Speaking to Soompi, she said: “It is an honour to mark my beginnings as an actress with Louis Vuitton after having worked with them as a model. I’m looking forward to every moment I will experience with Louis Vuitton as their global ambassador.”

She will be joining a long list of Asian luxury brand ambassadors. Other Asian ambassadors include Cartier’s Gong Li and Jackson Wang, Bvlgari’s Yang Yang, Fendi’s Xu Kai, and Tiffany and Co’s Jackson Yee.

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