Photo Credits: MUSINSA China BELIFT LAB

ENHYPEN’s Sunghoon has officially become the newest brand ambassador for MUSINSA China, marking another milestone in his rapidly expanding fashion career. The announcement, made on October 21, 2025, through MUSINSA’s official Chinese social media channels, highlights Sunghoon as a figure who embodies the brand’s mission to merge streetwear innovation with modern elegance. The campaign tagline, “Beyond Definition,” perfectly captures his reputation for versatility, confidence, and refined charisma.​

For this debut campaign under MUSINSA’s RedNote China project, the concept illustrates Sunghoon as “the ruler of the spotlight,” a creative lens emphasizing his duality — classic poise against an experimental street tone. The shoot’s styling direction plays with contrasts: elevated minimalism meets street-ready layering. Sunghoon commands each frame with the composure of a former figure skater and the allure of a rising fashion icon.​

In the first look, Sunghoon appears in an oversized black tailored coat paired with wide-leg wool trousers and chunky leather boots. The ensemble resonates with MUSINSA’s signature neutral palette, subtly punctuated by a matte silver chain and an open-collared shirt, allowing movement to dictate sophistication. His hair is softly styled into lifted waves, giving a modern, windswept texture that enhances his youthful sharpness.

The second look transitions into an urban street aesthetic: a mix of distressed denim, cropped padded jacket, and clean white sneakers, accessorized with a slim crossbody bag. Makeup here leans natural — a translucent base with a dusting of cool-toned shadow around the eyes, refining his sculpted features with precision.

The third styling captures refined casual polish — knitwear layering over a crisp shirt, tapered trousers, and minimal accessories — evoking an effortless preppy charm for the Chinese market’s contemporary youth audience.

Sunghoon’s partnership with MUSINSA follows his recent brand ventures with Hince and Tiffany & Co., reaffirming his growing influence beyond K-pop and into high-fashion culture. His appointment signifies MUSINSA’s next expansion into the Chinese premium fashion sector, pairing trend leadership with the global recognition of ENHYPEN’s visual and cultural magnetism. In every frame, Sunghoon epitomizes balance — bold yet disciplined, dynamic yet delicate — a living reflection of what MUSINSA China stands for: redefining fashion without boundaries.

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