Bohemian Chic: Kim Hye-su Shines at Jones VIP Class

JONS, a high-end brand under Global Sae-a Group affiliate S&A Co., Ltd. (CEO Baek Kwan-geun), successfully concluded its VIP CLASS event on the 24th, held with ambassador actress Kim Hye-soo.

The event took place at the JONS store on the 2nd floor of Lotte Department Store in Jamsil, capturing the brand's core value of 'The Aesthetics of Elegant Time.' The highlight of the event was undoubtedly the appearance of actress Kim Hye-soo.

On this day, JONS ambassador actress Kim Hye-soo graced the event in a peach-colored dress with a bohemian mood, showcased in the June issue of Vogue.

Beyond simple styling, her unique intense yet restrained charisma and alluring attitude perfectly expressed the brand's philosophy and values, captivating those present. Her look was especially noted as a moment that best showcased JONS' identity of 'innate elegance and restrained luxury.'

This VIP CLASS went beyond a simple product showcase, presenting a styling class with the concept of the 2025 early fall collection - 'BOHEMIAN CHIC,' capturing both a free-spirited lifestyle and artistic sensibility.

Through this season's collection, JONS has not only stayed with traditional elegance but also provided a practical and sophisticated styling guide that blends into the contemporary lifestyle of women, garnering much praise from attending customers.

Invited VIP customers experienced JONS' new collection up close, strengthening their affection for the brand through natural interaction with actress Kim Hye-soo.

The JONS store, where sessions sharing product looks and styling tips took place, offered a glimpse into the brand's design philosophy, serving as a place to view JONS' worldview.

JONS is known as the epitome of 'elegant femininity,' pursuing intrinsic beauty and refined luxury that are not swayed by trends. Under the philosophy of "Timeless Elegance," the brand doesn't stop at dull classics but adds a modern touch and a sophisticated lifestyle to complete women's dignity.

The timeless classic that JONS aims for is not simply a retro recreation of the past but signifies beauty that remains relevant in the lives of women today. The brand plans to continuously showcase what true elegance is with actress Kim Hye-soo.

This VIP CLASS was more than just a fashion event; it was a space for emotional connection between the brand and its customers, clearly demonstrating the values and vision JONS pursues. The profound charm of ambassador Kim Hye-soo, the brand's identity, and the chic styling came together to create a memorable time. JONS is establishing itself as a brand that designs women's lives elegantly, not just selling clothes.

Entering its third year since launch, JONS plans to strengthen its high-end image through various marketing efforts targeting VIP customers and will actively expand its offline stores in the second half of the year, proposing premium brand value to more consumers.