SONGZIO has introduced actress Choi Heejin as its first womenswear ambassador, marking a new chapter for the brand. The rising star in the Korean film industry appears in the Fall Winter 2025 campaign titled Piccadill, which presents her as the face of SONGZIO WOMAN.
Photographer Jang Dukhwa, known for his acclaimed covers with Squid Game actors Jungjae Lee and Kyuyoung Park, captured the campaign. His lens presents Choi in a series of images that carry a strong narrative rooted in history while embracing modern design. The campaign positions SONGZIO WOMAN as a label that addresses the complexity of femininity through both visual language and construction.
The concept of Piccadill carries deep historical weight. The name references a structured ornamental collar from past centuries, extending from the collarbone to the neckline. Traditionally, this accessory marked social privilege and served as a symbol of status. SONGZIO reinterprets this piece by stripping away classical conventions, turning the collar into a rebellious icon of avant-garde creativity. By breaking away from its old associations, the brand reshapes the piccadill as a contemporary element that challenges hierarchy while adding to the collection’s visual direction.
The campaign connects baroque opulence with avant-garde experimentation. SONGZIO draws on studies of classical works, examining values and styles from multiple cultural eras, and then channels that research into modern design. The clothes express this through complex layering, asymmetry, and sculptural draping. Precision in patternmaking pairs with an experimental ethos that links past and present.
Visual contrasts run throughout the imagery. Darkness meets shine, refinement meets extravagance, and imperfection offsets formality. The play of textures and fabrics builds energy in the compositions, while references to both Western sensibilities and Eastern artistry give the campaign its cross-cultural edge. SONGZIO WOMAN positions itself as an expression of strength and delicacy, finding its place within contemporary fashion while rooting its creativity in historical exploration.
This announcement follows SONGZIO’s appointment of Seonghwa of ATEEZ as men’s ambassador, reinforcing the brand’s strategy of connecting with both cultural and style leaders. The company continues its expansion in Europe, with a women’s flagship in Paris scheduled to open this September, adding to its first Paris store launched last November. SONGZIO, with more than 90 locations worldwide and partnerships with La Samaritaine, Printemps Paris, and department stores in New York, continues to grow its international presence while advancing its womenswear vision.
