LF "Birkenstock, Personality Campaign with Actors Yoo Ah-in and Joo-ri"

[Asia Economy Reporter Yujin Jo] LF (CEO Oh Gyusik), a lifestyle culture company, announced on the 14th that the German casual footwear brand Birkenstock, which it operates, will conduct a Personality Campaign together with actor Yoo Ah-in and Chinese contemporary artist Zhu Li.

The Personality Campaign is a global project that captures the external and internal identities of celebrities wearing Birkenstock in photographs. It was designed to highlight the true self revealed alongside Birkenstock, which is part of everyday life. Therefore, collaborating artists wear the Birkenstock shoes they usually enjoy wearing, rather than new or main products, and the shoot is conducted spontaneously without artificial settings or prior explanations.

The Personality Campaign photoshoot was handled by British photographer Jack Davidson. Jack Davidson is a photographer known for working with many famous figures in the fashion industry and for his photography style that captures the unique characteristics and atmosphere of individuals. Last year’s Personality Campaign featured legendary fashion editor Grace Coddington, i-D magazine founders Terry Jones and Tricia Jones.

The models for this campaign are domestic actor Yoo Ah-in and Chinese contemporary artist Zhu Li. Actor Yoo Ah-in, who crosses films and dramas with deep emotional acting and bold transformations, revealed an unpretentious natural charm and friendly appeal through simple and comfortable styling in this pictorial. Artist Zhu Li, from Hunan Province, famous for abstract works with a sharp sensibility, wore all-black attire paired with Birkenstock Arizona shoes, creating an urban yet confident atmosphere.

Meanwhile, Birkenstock is a German footwear brand born in 1774 based on the craftsmanship of shoemaker Johann Adam. Loved for its comfortable soles and stylish designs, it has established itself as a global brand sold in over 100 countries. Birkenstock, as a footwear brand worn by everyone regardless of age, gender, or race, has been conducting global Personality Campaigns with world-renowned figures such as famous ballerina Romany Pajdak and Nobel Prize in Physiology or Medicine laureate Thomas S?dhof to remind the importance of the true self.