In 2012, Taylor Swift helped pivot Keds from a nostalgic American classic to forward-thinking fashion staple. Now as the brand celebrates its 100th year in 2016, we have the first look at its latest move into the future.
Billboard has an exclusive reveal of the iconic company’s upcoming Spring 2017 campaign featuring Krystal Jung, the San Francisco–born K-pop star known as a member of f(x) and an in-demand model-actress. While already a face of the brand in Korea, the girl group member will expand her reach and also star in the company’s upcoming worldwide campaign.
It’s the latest move for Keds’ mission in recognizing global tastemakers. “It’s my first campaign in the States so it’s really exciting, but I was kind of nervous too,” Jung says on set for the New York photo shoot. “It’s an honor.”
That honor includes being featured alongside the likes forward-thinking fashionistas like Swift, Ciara, Tori Kelly and Girls star Allison Williams, who have all modeled or collaborated with the brand. “I listen to a lot of Ciara, and Taylor Swift has a great fashion sense,” Krystal reflects of her superstar company.
The 22 year old adds she’s a fan of the shoes’ versatility. “I want people to know that that Keds can be chic and cool, at the same time being lovely, girly and feminine, and sporty and playful. And it’s really comfy!”
In addition to the upcoming campaign, Krystal will close 2016 performing concerts with f(x) in Thailand and Japan and, in the latter territory, Krystal and her bandmates will release a new single “Cowboy” on Nov. 2. “It’s really a cowboy-cowgirl sound, if you can imagine,” Krystal says of the upcoming track. “The look is really westernized, but it’s still very dance-y…I feel really sorry for my fans for keeping them waiting for our new album. As our members get all together, we’ll release an album as soon as possible. I want to thank them for all their support and love.”