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Global star Jeon Somi is new Lacoste brand ambassador

K-pop icon shows off fashion sport—free, stylish, good technicals

Jeon Somi (Photo by DAZED KOREA)

Lacoste has chosen global star Jeon Somi as the new brand ambassador, and will present a dynamic yet elegant style on and off the court.

In celebration, Lacoste is showing creative visuals in fashion and culture magazine Dazed Korea. Delivering an “ourness” message, the project blends Jeon Somi’s uniquely stylish image with Lacoste’s new fashion-sport silhouette in an active and elegant style.

In the project, Jeon Somi perfectly showed off a bra top, track pants, dress, windbreaker, and various other items in her own styles and Lacoste’s new look. Fashion-sport is Lacoste’s new silhouette launched in 2022 based on the brand’s strong sports DNA created by Louise Trotter, creative director.

As the new brand ambassador, Jeon Somi said, “I love the colorfulness of Lacoste. To me, it represents different ages, races, and genders uniting together! We are one. I am really glad that I am able to communicate this story as the brand ambassador, and look forward to the exciting journey with Lacoste.”

Jeon Somi (Photo by DAZED KOREA)

Jeon Somi is the final winner in season one of Produce 101, a famous K-pop audition program. As solo performer, she is drawing world attention as singer and dancer. Her most popular songs include Dumb Dumb and XOXO. This is a particularly special year for her as she won Best Performance Award at the Golden Disc Awards. She is also active in commercials, TV shows, and social media and is highly in demand by GenMZ for her trendy and stylish image. She has more than 14 million followers on Instagram, which demonstrates her drawing power as K-pop idol.

Dazed Korea’s creative content on Jeon Somi and Lacoste was unveiled in June with a special edition of Dazed and its digital platforms together with Lacoste’s official brand channel. A special edition with Jeon Somi’s photobook in Lacoste and Lacoste paper toy friends will come in limited edition.

The wardrobe for this new Lacoste fashion-sport silhouette is designed as a stylish uniform. Trench coats, bras, dresses, shirts, and accessories: the unisex pieces are developed in a color palette that juxtaposes bright shades (fluorescent green, pale yellow, brick orange) with softer hues (pastel pink, white and cream). The ensemble is boosted by contrasting stitching, sports-inspired features (card pockets on the forearm, drawstrings, heat-welded fastenings) as well as technical materials, all coming together to ensure optimal freedom of movement.

Jeon Somi (Photo by DAZED KOREA)

Available now on and at Lacoste boutiques. In the Philippines, Lacoste is exclusively distributed by Stores Specialists, Inc. Visit, follow, or visit @ssilifeph on Instagram for more information.

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