AS K-pop continues its ascent, conquering the global music market, its latest phenomenon resides in the talent of boy band Enhypen, who are now striding into the fashion sphere. The seven multinational members of Enhypen – Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo and Ni-ki – have just been announced as the first-ever house ambassadors of luxury brand AMI, crafting a series of special projects with the brand.
Established in Paris in 2011, Ami was devised as an ode to the city, inspired by the city’s inhabitants and attitudes. Translating to Friend in French, Ami – as the name entails – takes a more intimate approach to design, offering a comprehensive, yet authentic sartorial series that hovers between casual and chic.
Savouring ample success in South Korea, Enhypen was a salient choice for Ami, exuding a sense of confidence and joy that aligns harmoniously with the Parisian brand’s core values. The band is an accumulation of artists, social media sensations and Gen-Z tastemakers, injecting a feeling of freshness into Ami. Famed for their chart-topping hits, which have peaked on the Artist 100 Charts, Enhypen have solidified their position as a formidable force in K-pop.
Commenting on the partnership, Alexandre Mattiussi, Founder and Creative Director of AMI, remarked, “I am proud to welcome Enhypen as AMI’s first-ever house ambassadors. I love their communicative energy, their sincerity, and the inclusivity of their message; they truly mirror the spirit and vitality that embody AMI. We have a number of very cool projects on the way, and I am very much looking forward to a fun collaboration together.”
by Sophia Ford-Palmer