Jessica was chosen as the new muse for Dongkwang International’s romantic, young, casual fashion brand, SOUP.
Regarding the background of the new muse selection, a source from Dongkwang International’s marketing team revealed, “SNSD Jessica, who has been active in many quarters as an all-around entertainer areas, on stage as well as on television, seemed to match the bright and lovely charms of a young girl.”
Dongkwang International is expecting an explosive amount of popularity with this casting being a turning point, approaching SOUP’s target of women in their early 20s at a wide range. They also revealed that they are planning on showing SNSD Jessica’s collaboration line later this year.
On the set of the first photoshoot with Jessica which took place late last month, Jessica discussed the concept and style herself with the staff, completing her own SOUP brand style. The SOUP filming set and advertisement cut teaser are planned to be revealed through their homepage, Facebook, blog, and SNS.