For those who have seen the K-drama Business Proposal, you've probably been all too familiar with actress Kim Se-jeong.
In the romantic comedy series that became one of 2022's most popular non-English shows, Se-jeong plays the endearing and kooky lead Shin Ha Ri alongside the handsome Ahn Hyo-seop.
Aside from acting, Se-joeng is also known for her singing. She placed second in South Korea’s popular survival show Produce 101 and was a member of girl group Gugudan.
And just recently, the multi-talented and charming wide-eyed beauty has just been named the newest ambassador of French brand Longchamp.
Se-jeong embodies the energy and authenticity of the brand with her natural warmth and sparkle. “The fact that Longchamp and I have much in common means that I feel excited, rather than pressured,” says Se-jeong, who is fronting the Longchamp spring-summer 2023 campaign in Asia.
“It is an honor to collaborate with Longchamp, which to me epitomizes the style of the Parisienne, and I feel we can maximize the relationship by playing to our strengths and similarities.”
For the campaign, she models key looks from the season’s Glamping ready-to-wear collection, characterized by its bold combinations of colors, prints and materials. These are accessorized with Longchamp’s star bags, in particular the new Box-Trot in natural canvas and leather, or eye-popping candy-pink.
“We are delighted to welcome Kim Se-jeong to the Longchamp family,” says Sophie Delafontaine, the brand’s creative director. “Not only is she an exceptionally talented performer, but her joy and energy make her great to be around.”
I think people trust Longchamp and feel comfortable with Longchamp, and I have the impression that is how people feel with me, both as a person and as a performer.
Se-jeong says that her interest in fashion came later in her life. “Before I became famous, I was more interested in comfort than style. At first, I had no idea how to put together a glamorous outfit, and I found it quite a jarring experience to see the difference between the onscreen me and the real-life me," she said.
"I wanted to live up to the expectations of my fans, so I decided that I had to raise my fashion game. Now I enjoy dressing up, and I have picked up quite a few tips from the excellent stylists I have worked with.”
As for her style, Se-jeong prefers a simple look. Her everyday outfits still focus on comfort, such as wide-leg and cargo pants with oversized shirts, hoodies, or loose knitwear.
“I like styles that stick to the basics, while having a key point that stands out. The overall look might appear simple, but I can accessorize differently every day by focusing on whatever key point I choose. Simple is best!” she remarked.
When it comes to Longchamp, Se-jeong describes the esteemed brand as authentic and one where she can express herself with freedom, elegance, and overflowing energy like a Parisienne.
“I really identify with Longchamp’s ability to grow and evolve, from the first leather pipes to the internationally renowned brand it is today. That takes boldness and dedication, and I would like to think those are qualities I share," she noted.
"Also, I think people trust Longchamp and feel comfortable with Longchamp, and I have the impression that is how people feel with me, both as a person and as a performer."
Asked what her favorite bag is, the Korean star answered, “For my leading role in Business Proposal, I carried a Longchamp Roseau bag, which was very elegant. Off-screen, I think my favorite is Le Pliage Energy because it is really light and comfortable to wear and goes with everything.”
She added that the Box-Trot, Longchamp’s new star bag, is perfect as the statement piece since it is effortlessly chic and complements any style. Plus, it comes in colors that really pop and elevate an ordinary look.
In addition to its eye-catching aesthetic, Se-jeong considers the Box-Trot a trusty everyday bag, which she would use to bring her essentials, like a "power bank and a book."
"That’s perhaps not a very original answer, but I always have my phone in my hand when I’m traveling, because I love to take photos and videos. I need to charge mini-lights, Bluetooth speakers, cameras and so on, so a power bank are my number-one essential," the Korean actress said.
"I usually travel with friends or family, but if I have any time alone, I like to read a book, because then it becomes one of my memories of the trip. So I always pack a book just in case!” she added.
Se-jeong visited Paris, the home of Longchamp, and her impression is “Paris is somewhere that’s extraordinary even on an ordinary day. Because of that, visiting Paris for me is always special, even if I have no big plans. The people are friendly and generous, too.”
Now that Kim Se-jeong is an honorary Parisenne being a Longchamp ambassador, she’s learned a few basic French phrases like “Excusez-moi, s’il vous plait,” and, of course, “merci.”
The Longchamp spring-summer 2023 campaign starring Kim Se-jeong will break across Asia from mid-February 2023.
Longchamp is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Cebu, Greenbelt 5 and Rustans.com.