TREEMINGBIRD, a brand operated by Hago Haus, announced that it has selected Yuna, a member of K-pop girl group ITZY, as its brand model.

Yuna of ITZY, one of K-pop’s leading idol groups, is expanding her influence as a fashion icon with not only a commanding stage presence but also a trendy style that highlights her individuality. TREEMINGBIRD chose her as its model, believing that her sophisticated yet confident image can offer a fresh expression of the brand’s distinctive mood. Anticipation is growing for the synergy that will come from the meeting of Yuna—who clearly showcases her own style—and TREEMINGBIRD, which has been drawing attention for its differentiated designs.

In “The Hidden YUNA” campaign with TREEMINGBIRD, the concept centers on “Yuna’s most authentic moments that had been hidden beyond the spotlight,” capturing her freer side and attitude—made all the more vivid in a space where calm air and slow breaths linger.

In the pictorial, Yuna flawlessly pulls off TREEMINGBIRD’s fall collection—rooted in a classic normcore style and centered on outerwear in a range of quintessential autumn materials such as suede, tweed, and eco-leather—expressing the fresh perspective and sensuous mood the brand pursues. The items Yuna wears in the campaign are available on TREEMINGBIRD’s official website and at offline stores nationwide.

A Hago Haus representative said, “We expect that the partnership between Yuna—an idol who represents K-pop visuals and clearly showcases her own style—and TREEMINGBIRD will present the brand’s distinctive womenswear mood in an even more compelling way,” adding, “Starting with this campaign, we plan to introduce TREEMINGBIRD’s differentiated style to more customers, expand touchpoints with new customers, and grow the brand’s influence.”