The Recently-Debuted K-Pop Group Reflects the Brand’s Latest Push into South Korea’s Massive Entertainment Industry
Celine has announced TWS, the newly formed K-pop sensation, as its latest brand ambassadors. The six-member band – Shinyu, Dohoon, Youngjae, Hanjin, Jihoon, and Kyungmin – made their debut in January 2024 with their Sparkling Blue EP, showcasing a fresh musical style described as “boyhood pop.” Their rapid rise has been marked by accolades, including the MAMA awards for Best New Male Artist and Best Dance Performance Male Group. Recognizing their growing influence, Celine celebrated TWS’s “captivating musical and visual style” by naming them representatives of the French luxury house.
To commemorate the partnership, Celine released a portrait of the group, with each member wearing the brand’s signature Teddy jacket paired with blue jeans.
The announcement coincides with the opening of Celine’s new flagship store in Seoul’s affluent Cheongdam-dong district, a testament to South Korea’s importance as a vibrant market for the LVMH-owned brand. The 9,500-square-foot, seven-story structure opens to the public this week, featuring a bespoke facade of two-tone glass and zinc pillars inspired by Parisian rooftops. Inside, the space blends warm and sleek materials, including gray travertine, various marbles, oak, and antique gold mirrors, creating what Celine describes as “a 21st-century brutalist context.”
Celine’s appointment of TWS follows its recent naming of South Korean actress and singer Su Ji Bae, known as Suzy, as a global ambassador. Other ambassadors include BTS’s V, actor Bogum Park, and Danielle of the group NewJeans, reflecting the brand’s increasing connections to South Korea’s massive entertainment industry.