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Son Ye-jin Is Valentino’s New Brand Ambassador

Son Ye-jin in Valentino's DI.VAs campaign. Valentino.
Son Ye-jin in Valentino's DI.VAs campaign. Valentino.

The award-winning actress, who has starred in hit movies and TV shows including Crash Landing On You, is also the face of the luxury brand’s latest campaign.

In the campaign, Son is joined by Japanese model Mitsuki Kimura (known widely as Koki) and Chinese actress Guan Xiaotong. The move highlights luxury’s concerted efforts to woo Asian shoppers as demand for high-end fashion continues to shift toward markets like China, Japan and South Korea — and in Son’s case, the increasingly lucrative opportunity that Korean entertainment, in the form of K-dramas and K-pop, presents.

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Inside the $7 Billion Dior Phenomenon