Paul Smith's 2024 holiday campaign stars SEVENTEEN's Jeonghan, showcasing jewelry and leather goods in a chess-themed setting.
October/30/2024 12:39
The representative fashion lifestyle brand of the UK, "Paul Smith," has appointed Jeonghan from the globally active K-POP group SEVENTEEN for its 2024 autumn/winter season holiday campaign. The campaign features jewelry and leather goods suitable for the glamorous holiday season. Two different "Jeonghans" confront each other across a chessboard, capturing the essence of a serious chess match. The campaign showcases a vibrant side of Jeonghan wearing a colorful signature striped knit with a jacket, jewelry on his chest and arms, and sneakers on his feet, as well as a chic side in a navy coat that highlights the jewelry. Details can be checked on the special page of the Paul Smith official website starting October 30 (Wednesday), along with videos and key visuals. This campaign was filmed at a precious timing just before he enlisted at the end of September. In line with the "SEASON OF FUN AND GAMES" campaign, from November 1 (Friday) to December 25 (Wednesday), select Paul Smith stores will give away postcards featuring the campaign's key visual of "two Jeonghans" to the first customers who purchase eligible products. (There are two designs of postcards. The designs differ between the official online shop and other stores. Both are limited in quantity and will end when they run out.) Additionally, members of the "JOI'X PAUL SMITH MEMBERS card" who accumulate shopping points based on purchases at Paul Smith stores and the official online shop will be able to view a making video featuring behind-the-scenes footage and a special interview with him from November 1 (Friday) to 18 (Monday). New members who register during the campaign period will also be able to view it. The making video is scheduled to be screened in some Paul Smith stores after the limited viewing period ends on November 19 (Tuesday). The specific stores will be announced later on the Paul Smith official website's "SEASON OF FUN AND GAMES" special page. Furthermore, in line with the campaign, "Paul Smith Gift Pop-Up Laforet Harajuku" will open for a limited time starting November 1 (Friday), and "Paul Smith Gift Pop-Up Shinsaibashi PARCO" will open starting November 22 (Friday). Additionally, from November 1 (Friday) to December 25 (Wednesday), the campaign's key visuals will be displayed on billboards at the Paul Smith Shibuya store, Paul Smith Hankyu Men's Osaka, and JR Nagoya Takashimaya, as well as in street shops and department store shops. ■ Pop-Up Overview Paul Smith Gift Pop-Up ● Laforet Harajuku (1F) Dates: November 1 (Friday) to December 25 (Wednesday) *The gift pop-up shop will continue to operate at the same location from December 26 to January 27, 2025 (Monday) after the campaign ends. ● Shinsaibashi PARCO (B1F) Dates: November 22 (Friday) to December 25 (Wednesday) 【Postcard Eligible Stores】 Paul Smith Ginza, Marunouchi, Shibuya, Shibuya PARCO, Sendai PARCO, Osaka, Fukuoka PARCO, LACHIC (Nagoya), Paul Smith Gift Pop-Up Laforet Harajuku, Paul Smith Gift Pop-Up Shinsaibashi PARCO, Paul Smith official online shop. Details of eligible campaign products here. Making video here. ■ Related Links Paul Smith official website "SEASON OF FUN AND GAMES" special page.
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