Studio Tomboy Selects Actress Kim Dami as Exclusive Model

[Asia Economy Reporter Eunmo Koo] Studio Tomboy (STUDIO TOMBOY) announced on the 21st that it has selected actress Kim Dami as its exclusive brand model. This is the first time since Shinsegae International acquired Tomboy that a famous celebrity has been appointed as a women's wear model.

Shinsegae International explained that Studio Tomboy broke the brand's previous practice of hiring foreign models and changed its marketing strategy to use celebrity models familiar to consumers. Shinsegae International plans to aggressively market to the MZ generation (Millennials + Generation Z) and develop Studio Tomboy into a mega brand.

From the 28th of this month for two weeks, Studio Tomboy will offer a 10% + 10% discount on all products worn by Kim Dami in the photo shoot at nationwide stores and the online mall S.I.VILLAGE, and through a comment event on S.I.VILLAGE, will give away Studio Tomboy gift certificates (1 million won) and Chosun Hotel accommodation vouchers.

A Shinsegae International official said, “We selected Kim Dami, a representative actress in her 20s, as a model to solidify Studio Tomboy’s status as a fashion brand representing the 2030 generation,” adding, “We hope this advertising campaign will once again demonstrate the strength of this native brand with a 45-year tradition.”