K-pop girls' group Charles & Keith has recently been announced as the new global brand ambassadors for Singaporean brand Charles & Keith. The brand is famous for its footwear, handbags, and accessories.

ITZY, which is fresh from releasing its comeback album, will be the face of the brand's Fall 2022 campaign, which will see a lineup of key styles this season, including shoes and Lula patent bags.

The commanding and confident campaign with a distinct visual language captures the high gloss attitude of Lula, complementing it with the magnetic presence of ITZY. The band members will show how they are true to their distinct styles both off-duty and on camera for the campaign's celebration of authenticity and freedom.

The K-pop group is known to be famous for their breakout anthems, including "ICY" and "DALLA DALLA. ITZY is celebrated as a band that is a beacon of pop culture, who have perfected the art of being arbiters of fashion, social media sensations, and of course, being successful music artists.

The quintet had one of the biggest debuts on Billboard for a new K-pop act when they arrived on the scene in 2019. Since then, they have delivered numerous hit singles. ITZY constantly empowers their fans, encouraging them to express themselves and live boldly with an unapologetic and authentic spirit, with the lyrics of their songs that promote self-love and independence.

On being appointed as brand ambassadors, ITZY stated that it was an honor for them and they were excited for the new relationship via which they would be able to show the group's unique chemistry and many sides with Charles & Keith.

Meanwhile, Keith Wong, the brand's co-founder stated that they could not have been more thrilled to have ITZY be a part of the brand's family as part of its newest face. He added that the band members are not afraid to be true to themselves as the new generation's voice, and that is what makes them the perfect addition to the band.

The campaign featuring the South Korean band will officially go live on 16 August 2022, when the stores will also retail the fall collection.

Meanwhile, the band recently dropped the dance practice video for the title song of its fifth mini album "Checkmate". The song called "Sneakers" is a refreshing summer song with positive vibes.

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