K-Pop Group Aespa Are the Faces of Chopard’s Latest Campaigns

Caroline Scheufele, co-president and artistic director of Chopard, tapped South Korean girl group Aespa to star in the jewelry brand’s latest campaign. The all-female K-Pop group will appear in imagery and video for Chopard’s Happy Sport, Happy Diamonds, My Happy Hearts, and Precious Lace collections.

The supergroup’s photos for the Precious Lace collection were released today and they’re a pleasing mélange of muted hues, allowing the delicately set diamond jewelry to shine. The stunning young pop stars aren’t representative of Chopard’s core clientele, age-wise, but ably make the classic-looking collection feel fresh.

“Encapsulated in the Maison’s inspiring new campaign, the group’s personal brand of star power and futuristic warrior aesthetics are…the ideal vector for expressing [the two parties’] shared values,” reads a press release from Chopard on the collaboration. “Dainty, precious, and ablaze with light, Precious Lace reflects the purest haute joaillerie traditions and vividly testifies to Chopard’s inspirational power in the world of jewelry—much like Aespa in the world of K-Pop.”

The initial imagery from the collab, photographed by Ahn Joo Young, is certainly striking—see it above and below: