During the "World Cultural Industry Forum (WCIF)," it was revealed that aespa was selected as brand ambassadors for Givenchy even before they debuted. Keep on reading for all the details!
aespa Revealed to Have Been Selected as Givenchy Brand Ambassadors Before They Debuted
On Thursday, July 1, SM Entertainment hosted the "World Cultural Industry Forum (WCIF)." During the event, the CEO of Givenchy Korea, Lee Hyo Wan, was invited to speak about their partnership with the rookie group aespa.
During the broadcast, Lee Hyo Wan revealed that she became interested in aespa very early on. Despite being new to the market, Givenchy Korea persuaded the Givenncy headquarters to offer SM Entertainment a contract to sign aespa as brand ambassadors even before they debut. She claimed she saw it as a safe bet.
ALSO READ: aespa Reveals Their Fashion Role Models in Interview with DAZED Magazine
Her bet turned out to be right.
Just six months after their debut, aespa topped the brand reputation recognition rankings in June, beating out top names like BLACKPINK and TWICE. This proved aespa's status as a leading girl group, and their popularity only continues to rise.
"So I think me persuading the headquarters was a very confident bet for me make!" Lee Hyo Wan stated proudly.
Here's the full 2021 WCIF.
aespa Selected as Givenchy Brand Ambassadors
In February 2021, aespa was announced as the first-ever brand ambassador for Givenchy's luxury French fashion house. In a press release by SM Entertainment, the company stated that the four members of aespa would feature in collections and key brand lines by Givenchy's creative director, Matthew M. Williams.
aespa made headlines once this was announced, as the girl group is the first-ever K-pop group to represent Givenchy. Notably, it was not just a singular member of aespa to represent the brand but also the whole group, which is considered a rarity in K-pop.
ALSO READ: aespa Become First K-pop Artists to Be Selected as Givenchy Brand Ambassador
Matthew M. Williams, Givenchy's creative director, said that he was overwhelmed by the energy aespa had (both as a group and individually) when he first saw them. He praised Karina, Giselle, Winter, and Ningning for their strong individuality and style and said that they naturally fit with Givenchy, as the group's fashion has its own color.
While aespa is the first K-pop artist to represent Givenchy, the clothing brand, Givenchy Beauty has partnered with Kang Daniel as the cosmetic brand's ambassador.
aespa's Recent Activities
On May 4, SM Entertainment announced that aespa was gearing for a comeback. Later that month, on May 17, aespa returned to the music scene with "Next Level."
The song ended up becoming a commercial success in South Korea, topping numerous domestic streaming sites. They are the first group that debuted in 2020 to have a song top the Flo, Bugs, and Genie streaming sites.
ALSO READ: BTS, aespa are the Most Popular Singers in South Korea for June 2021
In the United States, "Next Level" entered the Billboard World Digital Song Sales chart at number three. The song also entered the Billboard Global 200 charts at number 97, making it aespa's second entry on the charts. This makes aespa the third K-pop girl group to have more than one song to enter the Billboard Global 200.
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Written by Alexa Lewis
