Chopard X aespa The K-pop group becomes the new face of Chopard
A dazzling blend of fantasy and futurism in the Maison’s collections
Having caught the eye of Chopard Co-President and Artistic Director, Caroline Scheufele, with its youth, creativity and abundant energy, highly popular South Korean girl group aespa will be the face of an exciting new campaign to be launched by Chopard this summer. Extremely successful both at home and abroad, the super cool, all-girl K-pop group will thus personify Chopard’s different signature collections.
Always keen to build new relationships with rising talent, Caroline Scheufele was naturally captivated by the youth, energy and creativity of South Korean girl group, aespa. The Maison’s Co-President and Artistic Director was quick to recognize that the abundant talent and joie de vivre exuded by Karina, Winter, Giselle, and Ningning was the ideal fit for Chopard key collections.
Just like Chopard itself, innovation is embedded in the DNA of aespa, whose name was in fact derived from a combination of ‘Avatar X Experience’ & ‘aspect’. The concept is designed to represent innovative activities driven by the theme of “Experiencing a new world via the encounter of the ‘avatar’, your other self”.
Since making their debut in November 2020, their hit single "Black Mamba" entered 4 kinds of Billboard charts with only 3 days’ accumulation and aespa also continued their success with their hit songs "Next Level" and "Savage". Recently released second mini-album "Girls" peaked at #3 on the Billboard main charts, the ‘Billboard 200’ and the ‘Artist 100. In 2022, aespa received an invitation to take the main stage at the Coachella Valley Music and Arts Festival in April, wowing fans with an “aenergy”-infused performance. Further attesting to its growing international popularity, it recently also became the first K-pop girl group to perform on the opening stage for ABC's 'Good Morning America' summer series concert (GMA 2022 Summer Concert Series). They made a meaningful speech at the UN 2022 High-Level Forum on Sustainable Development as well. Glamorous, eclectic and versatile, the fabulous four have thus redefined in just 20 months what global audiences can expect from pop music and its – stars – accurately exemplified by the “queen bee” stitching across the front of Ningning’s Coachella outfit. Encapsulated in the Maison’s inspiring new campaign, the group’s personal brand of star power and futuristic warrior aesthetics are therefore the ideal vector for expressing their shared values.
Dancing diamonds, dancing girls: Happy Sport
With Happy Sport and its dancing diamonds, it’s curtains up on the splendour of time in the ultimate theatrical performance, as the girls display all the nonchalance and disregard for formal conventions inherent to this revolutionary icon – and themselves. Here, the stark simplicity of the girls’ radical chic minimalism offers the perfect backdrop for an endless live show that is all about light, elegance and freedom: dancing diamonds echoing the flawless proportions of Chopard’s watchmaking icon.