After a two-year sabbatical, legendary Korean actress and fashion icon Song Hye-kyo makes her return in 2021’s long-awaited SBS K-drama Now, We Are Breaking Up opposite heartthrob Jang Ki-yong.
Fans were quickly enamoured by the intriguing plot and the leads’ chemistry as well as the show’s stunning fashion. In the show, the 40-year-old Song plays Ha Yeong-eun, the team leader of a fashion company’s design department. She’s smart, beautiful, ambitious and, of course, extremely trendy.
Song Hye-kyo in Now, We are Breaking Up. Photo: SBS
In real life, Song is just as fashionable as her character. She started her career as a model and has been the muse of many renowned fashion designers and photographers, including the late Chanel director Karl Lagerfeld.
Song has also been one of the most-coveted Korean actresses for brand endorsements for over two decades now; some of these brands even made their way into her new show.
Here, we take a look at some of the biggest luxury brands the actress has ever worked with.
Song Hye-kyo for Fendi. Photo: @kyo1122/Instagram
As quoted from Soompi, a source close to the Italian maison said: “Song Hye-kyo is this generation’s icon of a beauty that embodies gentleness, strength and a confident attitude. She goes well with the values that Fendi appreciates.”
Song was also seen wearing Fendi’s Mon Tresor bucket bag in Now, We Are Breaking Up.
Song Hye-kyo for Chaumet. Photo: @kyo1122/Instagram
In 2018, the French haute joaillerie brand appointed Song as its new ambassador in Asia. Since then, she has fronted several of Chaumet’s campaigns, such as the Joséphine and Bee My Love collections.
Speaking to Tatler Asia earlier this year, the Descendants of the Sun star said that the past three years had been “an amazing time in my life”, and she always feels that “a woman’s bond with her ring is sacred, timeless and boundless”.
Song Hye-kyo at the Bottega Veneta fashion show. Photo: @kyo1122/Instagram
Wearing an all-black ensemble and carrying the brand’s alluring handbag, Song appeared in Bottega Veneta’s fashion film La Donna Che Amiamo (The Woman We Love) for its spring/summer 2020 collection.
In the 40-second clip directed by filmmaker Sang Hun-lee, Song answered a few personal questions, revealing that she prefers midnight over noon and that she feels the most like herself when she’s eating and talking with the people she loves.
The actress also attended the Bottega Veneta fashion show in Milan back in February 2020, less than a year after her divorce.
Song Hye-kyo for Laneige. Photo: Laneige
Not only is Song a fashion pioneer in Korea, she also paved the way for Korean beauty brands to gain global recognition. She first joined Laneige in 2008 as its brand ambassador, replacing veteran actress Jun Ji-hyun as part of Laneige’s rebranding move, and stayed for around a decade.
According to Branding in Asia, in 2018, Song wrote a farewell post on her Instagram for the brand, saying, “I am so grateful for the amazing 10 years with Laneige, [a relationship built over trust and love]! And now I am excited to start this new journey with Sulwhasoo.”
Song Hye-kyo for Sulwhasoo. Photo: @kyo1122/Instagram
Right after bidding farewell to Laneige, Song moved up the ranks and joined another of Amorepacific’s top-tier brands, Sulwhasoo, in 2018. According to the official press release, the brand’s decision to sign Song was because of her versatility as an actress “with incredible charm who can communicate Sulwhasoo’s heritage to customers around the world in an inspiring way”. Song also sported the brand’s essential lip serum stick with her denim-on-denim ensemble in Now, We Are Breaking Up.
Song Hye-kyo for Vital Beautie. Photo: @kyo1122/Instagram
Thanks to her flawless skin and age-defying beauty, Song was also named as the new face for Vital Beautie, a wellness and dietary supplement product also owned by beauty conglomerate Amorepacific, earlier this year.
According to TMI News, Song reportedly charges around US$760,000 for product endorsements and about US$460,000 for sponsored Instagram posts.
Song Hye-kyo for Michaa. Photo: @kyo1122/Instagram
If you’re wondering where Song gets her gorgeous coats, blouses and jackets in Now, We Are Breaking Up, you might want to check out Michaa Channel Clothing. The Korean fashion brand got Song as its brand ambassador since last year.
Song Hye-kyo for Etude House. Photo: Etude House
Let’s throw it way back to the early 2000s to the time when Song was Etude House’s brand ambassador. In the official campaign, the young starlet was shot in a close-up image to show off the brand’s make-up.
She had also starred in multiple commercial films over the years where she was seen sporting a funky 2000s hairstyle. Alongside Jun Ji-hyun, Song was one of the earliest ambassadors for the South Korean cosmetic brand.Internet Explorer Channel Network