Fashion powerhouse Revolve has made a groundbreaking move by appointing Jeon Somi, the South Korean-Canadian K-pop sensation, as its first-ever global brand ambassador. Known for her unique style and immense popularity, Somi brings her star power to the forefront of Revolve’s latest collection, marking a new chapter for the retailer’s global outreach.
The “Cool Girl Fall with Jeon Somi” campaign features a collection that reflects Somi’s eclectic style, blending 90s-inspired colors with modern, racing-themed designs. The collaboration showcases a special edit that perfectly merges her fashion-forward aesthetic with the essence of Revolve, and even includes a custom look exclusively created for the campaign.
In an Instagram post, Revolve shared images from the collection, where Somi is seen sporting eye-catching, racing-inspired outfits, further fueling excitement around the collaboration.
This campaign isn’t just another fashion partnership—it’s a strategic move by Revolve to expand its brand presence in Asia. In a press release, Raissa Gerona, Revolve’s Chief Brand Officer, emphasized the importance of Somi’s role in supporting this initiative. Gerona praised Somi as a trendsetter with an authentic connection to her audience, noting:
“Somi has a massive, highly engaged fanbase and is a major cultural influence and trendsetter while always staying authentic to who she is. Together, we aim to create a synergy that celebrates her artistic vision and resonates with fans worldwide, fostering a deeper connection between music and fashion.”
Beyond simply modeling for the brand, Somi’s music will play a pivotal role in Revolve’s upcoming marketing campaigns, social media content, and special appearances, creating a deeper fusion between her musical career and the fashion world.
The new Revolve collection, which debuted online on October 17, features over 300 curated items ranging from $125 to $1,790. Each piece is carefully selected to reflect Somi’s personal style, offering fans the chance to emulate her look both on and off the stage.
For Somi, the partnership with Revolve is not just about fashion—it’s a way to connect with her fans on a deeper level. With over 19 million Instagram followers, Somi has become a major force in fashion and entertainment. Her endorsement brings credibility to Revolve, a brand that initially gained traction through influencer marketing and partnerships with other high-profile figures like Kendall Jenner.
Who Is Jeon Somi?
Jeon Somi made her debut in 2016 as part of the popular K-pop group I.O.I, quickly rising to fame for her standout talent and charisma. After the group’s disbandment, Somi transitioned into a solo career under The Black Label, a subsidiary of YG Entertainment. Since then, she has released a string of hit singles, including “Dumb Dumb,” “Fast Forward,” and her August 2024 release, “Ice Cream.”
Somi’s ability to blend music and fashion seamlessly makes her an ideal ambassador for Revolve. She has previously worked with major brands like Converse, Lacoste, The North Face, and Prada, further cementing her status as a global style icon.
When asked about her partnership with Revolve, Somi shared her enthusiasm:
“It’s important to me that this collaboration resonates with my fans, creating something they will truly enjoy and connect with. I am always pushing the boundaries of how to engage with my fans, and REVOLVE is the perfect way to do that.”
This collaboration is part of a larger trend of fashion brands tapping into the K-pop phenomenon to reach global audiences. Last month, girl group NewJeans joined Calvin Klein for their Fall 2024 campaign, solidifying the genre’s influence on the fashion world. With Somi now at the helm of Revolve’s global campaign, the brand is poised to further capitalize on K-pop’s massive cultural and commercial impact.
As the partnership continues, fans can expect more exciting content from Revolve and Jeon Somi in the coming months. Whether through new fashion drops or engaging appearances, this collaboration promises to strengthen the connection between music, fashion, and global culture.