SONGZIO has announced a significant new chapter by naming Seonghwa of the global phenomenon ATEEZ as its first global ambassador. This appointment positions the artist at the forefront of the brand’s identity, beginning with his role as the face of the 2025 Autumn/Winter campaign. This move signals a deliberate alignment between one of Korea’s most iconic designer labels and a figure whose presence resonates with a new generation.
Collaborating with Seonghwa is a calculated step for SONGZIO, a brand that consistently pushes the boundaries of contemporary menswear. ATEEZ, a group known for its powerful stage presence, provides a fitting context for this new relationship. The selection appears to be rooted in a shared appreciation for daring visual expression and artistic depth.
The initial unveiling of this partnership comes through the 25FW campaign, titled “PICCADILL.” The collection centers on a reinterpretation of the piccadillo, a stiff, ornate collar from the Baroque period. Historically a marker of social standing and privilege, the item is re-contextualized here. SONGZIO presents it not as an artifact of conformity, but as a bold emblem of rebellion.
Captured by celebrated photographer Kim Hee June, the campaign’s visuals offer a powerful exploration of identity. The collection’s central concept is breaking free from established conventions and transforming historical opulence into something with a subversive modern edge. It suggests a character caught between different states of being—an idea that feels particularly relevant in our current cultural climate.
Presented almost as a theatrical piece in four parts, the campaign explores the transformation of a divided self existing between the tangible world and a world of illusion. This concept speaks to a process of rupture and eventual reconstitution where disparate facets of a personality coalesce to form a new, stronger ego. The house articulates this complex internal journey with a stark piece of prose: “At the edge of twilight, my reflection wavers. A figure bearing my likeness replicates and erases me. As the mirror shatters, I break, and only by facing my double do I return from darkness to light.“
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This statement is key to understanding the collection’s intellectual underpinnings. It suggests that self-realization is not a gentle awakening, but rather, a process of confronting and integrating one’s shadow self. Though the shattering mirror is a classic trope, here it feels less like a cliché and more like a necessary act of destruction preceding rebirth. The clothes themselves seem to echo this idea with their sharp tailoring and dramatic silhouettes, which feel protective and declarative.
Seonghwa was selected as ambassador because of his capacity for what the brand calls “dramatic storytelling, innovative staging, and intense performance.” These qualities are seen as amplifying SONGZIO’s avant-garde aesthetic. His public image, often described as daring and sensuous, aligns with the house’s artistic vision. This is not a superficial celebrity endorsement, but rather a partnership that feels earned and intellectually consistent. Seonghwa previously walked the runway for the brand’s Spring/Summer 2026 collection, “POLYPTYCH,” presented during Paris Men’s Fashion Week. This indicates a relationship that extends beyond a single campaign. As the face of upcoming collections, Seonghwa is poised to expand his influence as a global fashion figure while advancing SONGZIO’s international presence.
This appointment comes as SONGZIO continues its global expansion. The brand garnered significant attention from the international fashion scene with its 26SS collection, unveiled at the prestigious Théâtre National de Chaillot in Paris.
Further solidifying its presence in the fashion capital, SONGZIO is set to open its second Parisian flagship store in September, dedicated to its new womenswear line. With over 90 stores worldwide, including locations in major department stores such as Printemps in Paris and New York and La Samaritaine, SONGZIO’s reach is undeniably growing.
Meanwhile, Seonghwa’s group, ATEEZ, continues its ascent on the global stage. The group recently achieved a significant milestone by entering the Billboard “Hot 100” chart, becoming only the third K-pop group to do so after BTS and Stray Kids. Their current world tour, “2025 IN YOUR FANTASY,” which began in Seoul, will visit Europe, the Americas, and Asia, further expanding their global impact. This worldwide visibility provides a powerful platform for the SONGZIO brand, introducing its unique perspective to a vast and engaged audience. The synergy is clear: two Korean powerhouses, one in fashion and one in music, are both on a trajectory of international growth. This collaboration reflects their shared ambition.
