Did You See? K-Pop Star Jeon Somi Has Been Named the New Face of Lacoste

The brand introduced its newest ambassador through a collaboration with DAZED KOREA

Another K-Pop star has inked a deal with a global fashion and sportswear brand. Following in the footsteps of Lisa at Celine, BTS at Louis Vuitton, Hyuna at Loewe, among others, “XOXO” and “Birthday” singer Jeon Somi, known mononymously as SOMI, now joins the Lacoste family. In her first campaign, she hits refresh on what on- and off-the-court style looks like.

In the visuals produced with fashion and culture magazine DAZED KOREA, SOMI is seen in Lacoste’s latest fashion-sport silhouettes seen in bra tops, track pants, dresses, windbreakers, and more. Ultimately, as the brand shared, the wardrobe for this new look is designed as a stylish fashion-sport uniform. 

Taking part in the new campaign, SOMI also shared: “I love the colorfulness of Lacoste. To me, it represents different ages, races, and genders uniting together. We are one. I am really glad that I am able to communicate this story as the brand ambassador and look forward to the exciting journey with Lacoste.”

Shop the pieces sported by SOMI at Lacoste.

In the Philippines, the brand is exclusively distributed by Stores Specialists, Inc., and is also located at Central Square in Bonifacio High Street Central, Alabang Town Center, City of Dreams, Eastwood Mall, Estancia in Capitol Commons, Fairview Terraces, Gateway Mall, Greenbelt 5, Newport Mall, Okada Manila, Podium, Power Plant Mall, Robinson’s Galleria, Robinson’s Magnolia, Robinson’s Place Manila, Rustan’s Makati, Rustan’s Shangri-La, Shangri-La Plaza East Wing, SM Mall of Asia, SM Megamall, Solaire, Trinoma, UP Town Center, Waterfront Cebu, Ayala Center Cebu,  Abreeza Davao, SM Davao, and Veranza KCC Mall General Santos. Lacoste Accessories is located at Glorietta 4; Lacoste Sport at Ayala Center Cebu; and Lacoste Footwear at Alabang Town Center.