Hansome selects 'Kaia Gerber' as model for 'Time' ahead of 30th anniversary

[Asia Economy Reporter Eunmo Koo] Hansem's premium women's clothing brand 'TIME' announced on the 28th that it has selected American fashion model 'Kaia Jordan Gerber' as its model ahead of its 30th anniversary next year.

Kaia Gerber is the daughter of famous American model Cindy Crawford and currently has 8.38 million Instagram followers, attracting attention from the global MZ generation (Millennials + Generation Z). Although Kaia Gerber has worked as a runway and advertising campaign model for global fashion brands such as Versace, Fendi, Prada, and Celine, this is her first time working as a model for an Asian brand.

Hansem explained that they chose Kaia Gerber as a model because her young and luxurious image aligns well with TIME's persona, which influences contemporary women and leads trends.

Starting this month with TIME's official Instagram account, Hansem plans to sequentially release photo shoots and videos featuring Kaia Gerber through TIME's offline stores nationwide, the official online mall TheHansem.com, and digital signage on the exterior walls of Hyundai Department Store Duty Free.

Hansem also plans to showcase items personally selected by Kaia Gerber as 'Kaia Pick' to customers over two seasons: this fall/winter and next spring/summer. Along with this, video content introducing Kaia Pick will be presented through TheHansem.com's official YouTube channel.

A Hansem representative said, "By selecting Kaia Gerber, who can be called a global trend icon, we expect to approach not only existing customers but also the emerging MZ generation as a new and fresh audience," adding, "We will actively introduce various content commemorating TIME's 30th anniversary starting from the second half of this year."