K-Pop girl group ITZY appointed global brand ambassador of the Singaporean fashion brand CHARLES & KEITH. As one of K-Pop’s leading girl groups, ITZY has caught the attention of the fashion and beauty industries since debut. In 2019, the then rookies were invited to attend Louis Vuitton’s SS20 fashion show and fronted MAC Cosmetics’ campaign LOVE AT FIRST SWIPE. Later in their career, the group also partnered with Burberry, attending several local events and starring in magazine pictorials. Similarly, ITZY’s popularity has led them to endorse apparel brands such as Adidas and launch collections in collaboration with H&M. In 2021, the superstars also became Maybelline New York’s global spokesmodels.
Charles & Keith announced the news on social media on 2nd August, warmly welcoming the girls to their family. It led to excitement amongst the group’s fandom MIDZY who proudly shared the news on social media and congratulated the girls on their new feat. Charles & Keith Pte. Ltd., styled as CHARLES & KEITH and also known as C&K, is a Singaporean fashion house and luxury goods company founded in 1996. Based in Singapore, the brand has a global footprint, operating more than 600 stores worldwide across 37 countries. In 2004, Charles & Keith became one of the first few companies in the world to set up an e-commerce website in an effort to expand its business, allowing the company to offer its products where it did not have a brick and mortar store.
ITZY (있지) is a five-member girl group under JYP Entertainment. They debuted on February 12, 2019 with the digital single “IT’z Different”. On January 20, JYP Entertainment released a prologue film introducing their next girl group, ITZY. The group consists of five members: Yuna, Ryujin, Chaeryeong, Lia, and Yeji. On January 24, JYPE revealed the group would debut with the single “IT’z Different”. On February 11, a music video teaser for the single’s title track, “Dalla Dalla”, was released. The music video was released on February 11 and the single on the 12th. The group held their live premiere the same day as the single’s release. The music video for “Dalla Dalla” counted 13,933,725 views in its first day, breaking the record for most viewed music videos in the first 24 hours by a K-pop group in its debut, which previously was of IZ*ONE with the song “La Vie En Rose”.