Sooyoung has been named the ambassador for JAAH, the women's fashion brand by Shinsegae International. Known for her bright energy and confident spirit, she joins a brand that champions a free yet chic attitude for life in the busy city. Under the slogan 'MIXFIT, AM to PM', JAAH offers a wardrobe that moves seamlessly through every moment of the day, from the morning commute to a relaxed evening off. The brand's 2026 FW collection, infused with Sooyoung's modern and city-chic sensibility, is set to be unveiled.
The new collection debuted first on JAAH's newly revamped official online store (jaah.co.kr) on October 15. On October 23, a pop-up store will open in Seochon at 13 Jahamun-ro 10-gil, Jongno-gu, Seoul. A series of campaign images and videos featuring Sooyoung and JAAH will roll out soon. Now is the time to pay attention if you're curious about trendy city looks designed for everyday urban life.
Sooyoung wears JAAH's signature pieces, including a black puffer jacket and a light gray oversized jumper, embodying the image of a free-spirited and practical city woman. The minimal color palette, centered on black and gray tones, emphasizes urban sophistication. Accessories like a crossbody bag and black boots add polish to the silhouettes. Oversized fits and functional details come together harmoniously.
JAAH has redefined the wardrobes of city women through a brand philosophy that blurs the lines between everyday life and style. The brand captures both practicality and sensibility by proposing looks that flow naturally from the commute to after-work hours. With Sooyoung as its new muse, it will be exciting to see what city looks JAAH presents next. What style fits your urban everyday?
The new collection debuted first on JAAH's newly revamped official online store (jaah.co.kr) on October 15. On October 23, a pop-up store will open in Seochon at 13 Jahamun-ro 10-gil, Jongno-gu, Seoul. A series of campaign images and videos featuring Sooyoung and JAAH will roll out soon. Now is the time to pay attention if you're curious about trendy city looks designed for everyday urban life.
Sooyoung wears JAAH's signature pieces, including a black puffer jacket and a light gray oversized jumper, embodying the image of a free-spirited and practical city woman. The minimal color palette, centered on black and gray tones, emphasizes urban sophistication. Accessories like a crossbody bag and black boots add polish to the silhouettes. Oversized fits and functional details come together harmoniously.
JAAH has redefined the wardrobes of city women through a brand philosophy that blurs the lines between everyday life and style. The brand captures both practicality and sensibility by proposing looks that flow naturally from the commute to after-work hours. With Sooyoung as its new muse, it will be exciting to see what city looks JAAH presents next. What style fits your urban everyday?
FAQ
Which brand has appointed Choi Sooyoung as ambassador?
Choi Sooyoung has been named ambassador for JAAH, a women's wear brand by Shinsegae International. Under the slogan 'MIXFIT, AM to PM,' JAAH offers an urban wardrobe that seamlessly connects your day from morning commute to evening downtime.
Where can I see the JAAH 2026 FW collection?
The JAAH 2026 FW collection debuted on October 15 at the newly redesigned official online store (jaah.co.kr), and is also available at the Seochon pop-up store located at 13 Jahamun-ro 10-gil, Jongno-gu, Seoul, starting October 23.
What does JAAH's 'MIXFIT, AM to PM' slogan mean?
'MIXFIT, AM to PM' embodies JAAH's brand philosophy of offering clothing that fluidly connects every moment from morning work hours to evening leisure. It represents an urban woman's wardrobe that balances practicality with a refined sensibility.
