LF Lafuma Signs Hot Idols Seolhyun and Cha Eunwoo as Exclusive Models
Brand to establish itself as outdoor lifestyle brand that embraces younger consumers
`Lafuma`, the authentic French outdoor brand by LF (Representative : Kyu Sik Oh) has signed Seolhyun and Cha Eunwoo, currently the hottest idol stars in Korea, as new exclusive models for the 2017 Spring/Summer season.
Lafuma is a climbing brand born in France, the home of outdoor wear, in 1930. The brand was licensed by LF in 2005, and the then-radical vibrant orange and yellow colors of the brand changed the trends of the outdoor market at the time. Recently, under the brand slogan `Recover with style,` the brand continues to lead domestic outdoor trends through not only functionality but also sensible and unique designs for everyday wearing.
Lafuma`s star marketing program began in earnest in 2013, and since then, stylish actors around the age of 30, such as Yoo Ah-in, Shin Mina, and Go Joon-Hee have been signed on as exclusive models.
However, with new sportism becoming the trend throughout fashion in general over the last 1 to 2 years, and outdoor wear fast expanding into the realm of lifestyle, the brand has opted this season to for Seolhyun and Cha Eun Woo, both idol singers/actors in their early 20s. Through this move, the brand plans to become a lifestyle outdoor brand, expanding its customer base to include customers in their teens and twenties.
Through Seolhyun and Cha Eun Woo, who are currently not only the hottest idol singers/actors among the younger generations but are also rising as the next generation of celebrity fashionistas, Lafuma aims to launch a variety of products that represent its know-how as the country`s first fashionable outdoor brand, showing the way for new outdoor trends of the future.
Marketing Director Nam Ji-Hyun of LF commented "Lafuma chose to sign Miss Seolhyun and Mr. Cha Eun Woo as models because their bright, healthy and sophisticated images represented well Lafum`as target of becoming a lifestyle outdoor brand that embraces the younger generations," adding "by taking on our two new models, Lafuma plans to establish itself as an outdoor brand that is also a style leader."