‘Squid Game’ Star HoYeon Jung Stars in Louis Vuitton Twist Bag Campaign (BlackBook)

We have to admit, we’re a little concerned for the overarching psyche of a global populace that made Netflix’ Squid Game the most streamed show in history. But for some reason its deeply unsettling themes just connected in a very visceral way, at a time – during a fatal worldwide pandemic – when you might think “feel good” would be much more the order of the day.

It’s massive popularity also made a global star of Korean actress and fashion model HoYeon Jung, who had actually never had a formal previous acting role (she did, however, have a part in the trippy 2019 promo clip for The Chanel Pharrell Collection). And said stardom found her emerging as a new global ambassador for Louis Vuitton in autumn of 2021.

Her most recent campaign for the French luxury house is to promote the Spring 2022 line of Twist bags, which initially debuted as part of the 2015 Cruise Collection. The name refers to the clever design of the distinctly contemporary clasp, in which a “V” is inverted to appear as an “L” in the formation of the “LV” logo. It merely confirms once again that the 168-year-old brand never fails in its quest to consistently modernize – only furthered by the use of Riton’s futur-riffic ‘Rinse & Repeat’ to soundtrack the 0:46 accompanying promo clip.

Another short film finds the brand delving deep into HoYeon’s psyche, in which she recounts, “My mom always told me I have this strength of adventure in me – she always told me ‘be yourself.'” Before enthusing that she could now give her mom the Vuitton bag that she had always coveted.

“She was so happy, she was proud of me.” And really, how could she not be?

Originally posted on BlackBook by Katriane Allard.