EXCLUSIVE: Isabel Marant Unveils Spring Campaign With Ateez’s Seonghwa
Discover Isabel Marant's Spring 2025 campaign featuring K-pop star Seonghwa of ATEEZ and model Kate Moss.
PARIS — K-pop star Seonghwa is the face of Isabel Marant Homme’s spring 2025 campaign, which was released Monday.
It is the first fashion campaign for Seonghwa, vocalist and eldest member of eight-piece group Ateez.
“I’m absolutely captivated by the stories they convey through their clothes. The bold and strong identity of the brand woven through each of their pieces is inspirational to not only me, but to many others as well,” Seonghwa told WWD about his love for the brand.
Seonghwa made waves — and caused chaos with crowds of fans — when he attended Marant’s show last September clad in an ensemble from the women’s collection.
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He reflected on being tapped to do the campaign. “At first, it felt unreal. I couldn’t believe it and I spent a lot of time thinking about how to best represent this brand,” he said.
The campaign was shot in Paris and styled by Emmanuelle Alt.
“On set, Isabel Marant and [artistic director] Kim Bekker embraced me for who I am, allowing me to shine even brighter. In that moment, I felt like I truly became one with the clothes, and I’m confident that the final result is nothing short of exceptional,” he added.
Seonghwa met the designer in Los Angeles last spring, and the two immediately hit it off. Marant spent time in the city last year to celebrate the brand’s 30th anniversary.
“When I met Seonghwa for the first time last May in Los Angeles, I was quite amazed on how he appropriated my clothes and made them its own — there’s something electric about K-pop, its fusion of past and future, the way it reinvents itself constantly. That’s exactly how I see my designs,” Marant told WWD.
“Fashion should be playful, spontaneous and a little unpredictable. Seonghwa redefines ‘Parisian Cool’ and I’m very excited for this collaboration.”
The spring 2025 collection for men features unconventional pairings such as faux leather pants with cozy knit sweaters, or tailored trousers with faux shearling puffers, for a polished but laid-back look.
“Seonghwa brings a fresh yet relaxed energy to the campaign, making him an ideal ambassador,” the company added.
The spring campaign also marks the return of Kate Moss, who modeled for the brand back in 2010 for the fall collection.
Kate Moss for Isabel Marant’s spring 2025 campaign. Robin Galiegue / Courtesy Isabel Marant
“This campaign is a celebration of time, where a 1990s icon meets a 2020s K-pop star, underscoring Isabel Marant’s ability to bridge cultures and eras, creating a world that speaks to both timeless style and modern youth,” the company said.
Moss still represents the Marant woman, and the designer was excited to bring her back.
“Kate is the embodiment of effortless chic and has inspired generations,” she said. “Working with her again felt just so right, I have always admired her; she represents that cool Isabel Marant girl and fits perfectly in this summer collection.”
The spring collection embodied the “boho warrior woman,” according to WWD’s review, and saw Marant stake her claim as the queen of hippie chic style that she has defined for decades.