Squid Game’s HoYeon Jung Is Louis Vuitton’s Latest Muse

Netflix has long been a powerful force, with the right show possessing the ability to catapult its once-unknown actors into unimaginable fame. The crossover from the silver screen into the fashion world is no new one; from Millie Bobbie Brown in Stranger Things to Phoebe Dynevor Bridgerton, stars of Netflix’s hit series often find themselves fronting a campaign or two. However, for HoYeon Jung who plays Kang Sae-byeok (No. 067) in Squid Game, one of Netflix’s most-streamed series, the appointment at Louis Vuitton’s new Global House Ambassador for fashion, watches, and jewellery is a circular one.

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Jung’s new role at Louis Vuitton comes five years after she made her runway debut for the French luxury fashion house in 2016. Louis Vuitton announced the appointment of their newest ambassador last week, with an image of Jung wearing an oversized white jacket with gold detailing and black-and-white slingback heels, teamed with a black LV Twist handbag.

“I immediately fell in love with HoYeon’s great talent and fantastic personality,” reflected Nicolas Ghesquière, creative director at Louis Vuitton, “and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago.”

While Squid Game marked Jung’s first foray into acting, she has been a mainstay in the fashion world for some time now. Her career kicked off with a stint on Korea’s Next Top Model where she was a runner up, followed by runway appearances for the likes of Chanel, Bottega Veneta, Fendi, and Prabal Gurung. 

“It is an honour to start my acting career with Louis Vuitton, the brand I have modelled for,” said Jung of her new role. “I look forward to all the moments with Louis Vuitton as a global ambassador.”


Words by Arabella Johnson