Fendi has appointed South Korean singer-songwriter and rapper Zico as its latest brand ambassador. Zico (pictured) made the announcement on his Instagram by posting a few images of him decked in Fendi apparel from the Fendi Men’s Summer Capsule 2022 Collection. The partnership with Zico is aligned with Fendi's vision to promote young creatives, fashion magazine L'Officiel Philippines reported.
On the other hand, the Korean rapper explained that he is excited to join the team given how Fendi has "created wonderful projects with different creative talents" globally, according to fashion magazine Tatler Asia .
Fendi joins other brands in riding the hallyu wave and appointing Korean celebrities as its brand ambassador. Among which are Italian luxury brand Bulgari and Scotch whiskey brand Chivas , which have engaged Lisa, who is a member of Korean girl group BLACKPINK, as its brand ambassador. Similarly, Dior has also appointed BLACKPINK's Jisoo as its brand ambassador and recently launched a WhatsApp campaign to promote its new Dior Addict shine lipstick, last month.
Meanwhile, according to the English edition of the South Korean national daily newspaper, Korea JoongAng Daily , Zico has seen popularity as both a K-pop and a hip-hop artist. He debuted in 2011 as a member of boy band Block B, where the group's "NalinA", "jackpot", and "HER" were well-received commercially. In particular, Zico's "Any Song" went viral on TikTok in 2020, when the singer-songwriter uploaded videos of him dancing to the song.
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