Korean designer brand SONGZIO has officially appointed ATEEZ member Seonghwa as its new global ambassador. Seonghwa first captured the attention of the international fashion community last June when he walked the runway at SONGZIO's Spring/Summer 2026 collection show in Paris. This ambassadorship marks a formal recognition of his growing influence as a fashion icon beyond the music industry.
His inaugural project as ambassador features a striking FW25 editorial photographed by Heejun Kim, centered around the theme "Piccadil." The concept reimagines the classical elegance of 17th-century Baroque aesthetics through a contemporary lens. What makes this collaboration particularly compelling is how the piccadil collar—once a symbol of aristocratic privilege and authority—has been transformed into an emblem of rebellion and the bold spirit of a new generation. The dramatic visuals showcase both Seonghwa's artistic range and SONGZIO's signature avant-garde sensibility.
Seonghwa will continue to appear in upcoming global campaigns and collections for the brand. Meanwhile, SONGZIO is preparing to open its second flagship store in Paris this September, accelerating its global expansion strategy. This partnership between a rising K-fashion label and a prominent K-pop artist signals an exciting convergence of Korea's creative industries on the world stage.
His inaugural project as ambassador features a striking FW25 editorial photographed by Heejun Kim, centered around the theme "Piccadil." The concept reimagines the classical elegance of 17th-century Baroque aesthetics through a contemporary lens. What makes this collaboration particularly compelling is how the piccadil collar—once a symbol of aristocratic privilege and authority—has been transformed into an emblem of rebellion and the bold spirit of a new generation. The dramatic visuals showcase both Seonghwa's artistic range and SONGZIO's signature avant-garde sensibility.
Seonghwa will continue to appear in upcoming global campaigns and collections for the brand. Meanwhile, SONGZIO is preparing to open its second flagship store in Paris this September, accelerating its global expansion strategy. This partnership between a rising K-fashion label and a prominent K-pop artist signals an exciting convergence of Korea's creative industries on the world stage.
FAQ
What connection does ATEEZ Seonghwa have with Song Zio?
Seonghwa walked as a runway model at Song Zio's Spring/Summer 2026 collection show in Paris in June 2024, creating significant buzz, and was subsequently appointed the brand's official global ambassador. His first ambassadorial project was an FW25 photoshoot.
What does the piccadill concept in Song Zio's FW25 campaign signify?
The concept reinterprets the piccadill collar—symbol of 17th-century Baroque aristocratic privilege and authority—to express rebellion and bold spirit of a new generation. It transforms classical aesthetics through an avant-garde lens into contemporary statements.
Is Song Zio opening a flagship store in Paris?
Song Zio plans to open its second flagship store in Paris in September 2025. This represents part of the brand's global expansion strategy and symbolizes a K-fashion brand's significant move into the European market.
