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Charles & Keith appoints K-pop singer as first-ever global brand ambassador

Tom Shearsmith
05 January 2022

Charles & Keith, the Singaporean shoe and accessory brand, has confirmed the appointment of actress and singer Krystal as its first-ever global brand ambassador.

Former member of the K-pop girl group f(x), Krystal "is the embodiment of the modern-day woman, who strives to be the most authentic version of herself", according to the brand. Her appointment marks the continuation of the brand's vision to empower women around the world to express themselves through fashion.

The ambassadorship kicks off with Krystal fronting the Spring 2022 campaign, which highlights the season's key footwear and bags styles from the Blooming Spring collection, which features floral motifs and bright splashes of colours.

Brand co-founder, Keith Wong, commented: "Charles & Keith has always celebrated women, encouraging their expression of individuality and style through our collections. We're thrilled to welcome Krystal, whose spirit closely aligns with our brand values, to the Charles & Keith family. Together, we hope to inspire women all around the world to showcase their personal style - fun, freely and with flourish."

Krystal added: "I am truly honoured and proud to be the first global brand ambassador of Charles & Keith. I appreciate the brand's consistent endeavour to empower women through fashion over its 25-year history - creating beautifully crafted collections that feature a wonderful balance between on-trend styles and classic wardrobe staples.

"Spring holds a special place in my heart - you always get the sense that it's a season for renewal and optimism - the perfect time to kick-start this collaboration. I am looking forward to be on set for the campaign shoot and being transported to a floral wonderland with fresh, playful colours."

The full Charles & Keith campaign for Spring 2022 featuring Krystal will launch next month.

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