Giordano taps Roh Jeong Eui as brand ambassador for APAC and Greater China

Giordano has appointed South Korean actress Roh Jeong Eui (pictured) as its newest brand ambassador, which will see the actress star in upcoming Giordano campaigns across Greater China and APAC regions. 

Known for her exceptional talent and magnetic screen presence, Roh has risen as a prominent figure beyond the silver screen, with her latest performances in Netflix’s “Badland Hunters” and “Hierarchy” elevating her status as a a global style icon.

With the success of the movie and the TV series, she has already emerged as one of the most notable figures both on and off screen, growing into one of the most prominent Gen Z actress in Korea, according to the release. 

Giordano and Roh share a common vision: to capture the way a new generation wants to dress, redefining the brand by moving beyond classic fits toward a style-driven, trend-focused identity.

As the new face of Giordano, Roh will be featured in the highly-anticipated Giordano Fall/Winter 2025 and Spring/Summer 2026 Womenswear and Korea Collection campaigns for the Greater China and Asia Pacific regions, inviting global consumers to connect with Giordano and discover the timeless appeal of its latest collections.

Roh will showcase the versatility and style of Giordano’s latest offerings and flaunt key pieces that form the foundation of any wardrobe, including miniskirts with grey wool coat, matching white turtleneck-based tee.

The Korea collection comprises tees, tank top, sweatshirts, sweaters, shirts, pants, jeans, sweat pants, miniskirts, woollen coats, windbreakers, leather jackets and flight jackets as well as accessories such as socks, gloves and scarves to complete the collection.

These collections will be made available in Festival Walk and City Plaza Stores in Hong Kong on 25 September 2025, and via giordano.com and digital platforms such as Douyin, TMall, JD.com and Xiaohongshu in China shortly thereafter.

Building on its “Beyond Boundaries” strategy, Giordano’s collaboration with Roh is set to help expand its global footprint and foster deeper connections with its customers through elevated storytelling and innovative collaborations.

Colin Currie, CEO of Giordano, said: “We are delighted to welcome Roh as Giordano’s newest brand ambassador. Her authenticity, boldness and elegance transcend the entertainment industry, and she is shaping fashion conversations. Despite her young age, Jeong Eui is already a globally acclaimed actress, making her an ideal partner as we continue to evolve under our ‘beyond boundaries’ strategy. This partnership marks a milestone in Giordano’s transformation. We are confident her influence will inspire a new generation of Giordano customers.”

Roh commented: “I’ve always admired Giordano’s effortlessly chic aesthetic, so it’s truly an honour to become the brand’s first ambassador. To me, Giordano represents quality, comfort, and style, and it holds a special place in the hearts of many across the region,” she shared. “I feel deeply connected to its vision of breaking boundaries through fashion and am excited to collaborate as part of Giordano’s journey in shaping this new chapter.”

This comes after Giordano announced the launch of a revamped eCommerce website and a unified interface for its digital platforms, as part of its digital transformation. By leveraging social media channels and eCommerce platforms, the brand is creating an immersive experience for fans and customers across the globe.

MARKETING-INTERACTIVE has reached out to Giordano for more information.  

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