The K-pop girl group, loved for their songs UNFORGIVEN and FEARLESS from South Korea, is set to be the new faces of Louis Vuitton.

<a href="https://www.lofficielmalaysia.com/fashion-week/inside-louis-vuitton-spring-summer-2024-show-inspired-by-hot-air-balloons">Louis Vuitton</a> has just announced that K-pop girl group Le Sserafim is joining the maison as House Ambassadors, joining the ranks of Zendaya and fellow K-pop star Felix of STRAY KIDS.
 The five newly minted House Ambassadors are also making their first brand appearance through Louis Vuitton&rsquo;s latest capsule collection campaign of bags, exclusive to the South Korean market.

Le Sserafim may have just debuted in 2022 but the quintet&rsquo;s last year has been nothing short of amazing. The group&rsquo;s name, an anagram of &lsquo;I&rsquo;m Fearless&rsquo;, was chosen to illustrate the band&rsquo;s approach to their music as one of the hottest new girl groups in recent years.\
 This move from Louis Vuitton comes after the group&rsquo;s prodigious rise to fame that began with their debut EP FEARLESS last year. Comprising members Kim Chae-won, Huh Yun-jin, Sakura, Kazuha and Hong Eun-chae, the group&rsquo;s music has been taking the world by storm with their bold sound. The band also went viral for the iconic leg-bending dance move from their song ANTIFRAGILE, which put them on the global stage.
Louis Vuitton&rsquo;s Artistic Director of Women&rsquo;s Collections Nicholas Ghesqui&egrave;re first met Le Sserafim in May this year at the Maison&rsquo;s <a href="https://www.lofficielsingapore.com/fashion/every-look-from-louis-vuitton-pre-fall-2023-collection-seoul" title="Every Look from Louis Vuitton's Pre-Fall 2023 Collection" target="_blank" rel="noopener">Pre-Fall 2023 Women&rsquo;s show in Seoul</a>, where the group also performed at the <a href="https://www.lofficielsingapore.com/fashion/all-the-best-dressed-celebrities-at-louis-vuitton-womens-pre-fall-2023-show" title="All the Best Dressed Celebrities at Louis Vuitton's Pre-Fall 2023 Show" target="_blank" rel="noopener">afterparty</a>. It was their electric performance that caught Ghesqui&egrave;re&rsquo;s attention and led to this partnership between the Korean band and the French luxury label.

Image courtesy of Louis Vuitton

The capsule collection, fronted by the girls of Le Sserafim, offers reimagined <a href="https://www.lofficielsingapore.com/fashion/bts-jhope-stars-first-keepall-campaign-louis-vuitton-fashion" title="BTS' J-Hope Stars In His First Campaign For Louis Vuitton" target="_blank" rel="noopener">Louis Vuitton</a> bags in the house&rsquo;s signature styles. Inspired by the statement bags originally presented <a href="https://www.lofficielsingapore.com/fashion/louis-vuitton-heads-to-seoul-hangang-river-first-pre-fall-2023-show" title="Louis Vuitton Heads to Seoul's Hangang River for Pre-Fall 2023 Show" target="_blank" rel="noopener">in Seoul</a>, this collection features exclusive redesigns of iconic LV pieces. 
<a href="https://www.lofficielsingapore.com/fashion/latest-handbag-louis-vuitton-go-14-nicolas-ghesquiere-luxury-fashion-news" title="Hold On to the Luxury of Travel with the Latest Louis Vuitton GO-14" target="_blank" rel="noopener">The GO-14</a>, created by Ghesqui&egrave;re in 2015, and the Pochette Ecusson are all redefined in this collection through unique colourways. Inspired by the Bok-ju-meo-ni, a traditional South Korean bag which symbolises good fortune, the No&eacute; Purse is redefined through a Korean lens.

Louis Vuitton appoints Le Sserafim as latest House Ambassadors

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